Sports Marketing and Perceived Value: an application of the conjoint analysis in the Fan Membership Programs of Football

Football is ever present in Brazilians’ lives, and, more than a game, it also involves social and economic relations. Fan Membership Programs (FMPs), based on relationship marketing strategies, are ways to bring the clubs closer to their fans. This paper aims to analyze the perceived value structure...

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Autores principales:	Pâmela de Souza Dias, Plínio Rafael Reis Monteiro
Formato:	article
Lenguaje:	EN PT
Publicado:	FUCAPE Business School 2020
Materias:	fan membership programs perceived value conjoint analysis sports marketing Business HF5001-6182
Acceso en línea:	https://doaj.org/article/444b3cd4dbbc425eb5b94d5f7d944d2a
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spelling	oai:doaj.org-article:444b3cd4dbbc425eb5b94d5f7d944d2a2021-11-11T15:48:08ZSports Marketing and Perceived Value: an application of the conjoint analysis in the Fan Membership Programs of Football1807-734X10.15728/bbr.2020.17.3.1https://doaj.org/article/444b3cd4dbbc425eb5b94d5f7d944d2a2020-01-01T00:00:00Zhttp://www.redalyc.org/articulo.oa?id=123063507001https://doaj.org/toc/1807-734XFootball is ever present in Brazilians’ lives, and, more than a game, it also involves social and economic relations. Fan Membership Programs (FMPs), based on relationship marketing strategies, are ways to bring the clubs closer to their fans. This paper aims to analyze the perceived value structure of FMPs, based on sociodemographic profiles, starting with FMP attributes of the 2016 Brazilian Football Championship series A classified clubs. The data was collected online, and the population consisted of fans of the selected teams. The data was analyzed using the multivariate technique of Conjoint Analysis. It was verified that the general sample for different sociodemographic profiles, the ticket discounts, and prices of the FMP are the most valued attributes. This paper contributes to academy and practice by presenting a capable instrument to describe FMPs’ value perception. In academic terms, it contributes as a sports marketing management study. In addition, the paper could also apply as a tool for the Football clubs’ managers.Pâmela de Souza DiasPlínio Rafael Reis MonteiroFUCAPE Business Schoolarticlefan membership programsperceived valueconjoint analysissports marketingBusinessHF5001-6182ENPTBBR: Brazilian Business Review, Vol 17, Iss 3, Pp 253-274 (2020)
institution	DOAJ
collection	DOAJ
language	EN PT
topic	fan membership programs perceived value conjoint analysis sports marketing Business HF5001-6182
spellingShingle	fan membership programs perceived value conjoint analysis sports marketing Business HF5001-6182 Pâmela de Souza Dias Plínio Rafael Reis Monteiro Sports Marketing and Perceived Value: an application of the conjoint analysis in the Fan Membership Programs of Football
description	Football is ever present in Brazilians’ lives, and, more than a game, it also involves social and economic relations. Fan Membership Programs (FMPs), based on relationship marketing strategies, are ways to bring the clubs closer to their fans. This paper aims to analyze the perceived value structure of FMPs, based on sociodemographic profiles, starting with FMP attributes of the 2016 Brazilian Football Championship series A classified clubs. The data was collected online, and the population consisted of fans of the selected teams. The data was analyzed using the multivariate technique of Conjoint Analysis. It was verified that the general sample for different sociodemographic profiles, the ticket discounts, and prices of the FMP are the most valued attributes. This paper contributes to academy and practice by presenting a capable instrument to describe FMPs’ value perception. In academic terms, it contributes as a sports marketing management study. In addition, the paper could also apply as a tool for the Football clubs’ managers.
format	article
author	Pâmela de Souza Dias Plínio Rafael Reis Monteiro
author_facet	Pâmela de Souza Dias Plínio Rafael Reis Monteiro
author_sort	Pâmela de Souza Dias
title	Sports Marketing and Perceived Value: an application of the conjoint analysis in the Fan Membership Programs of Football
title_short	Sports Marketing and Perceived Value: an application of the conjoint analysis in the Fan Membership Programs of Football
title_full	Sports Marketing and Perceived Value: an application of the conjoint analysis in the Fan Membership Programs of Football
title_fullStr	Sports Marketing and Perceived Value: an application of the conjoint analysis in the Fan Membership Programs of Football
title_full_unstemmed	Sports Marketing and Perceived Value: an application of the conjoint analysis in the Fan Membership Programs of Football
title_sort	sports marketing and perceived value: an application of the conjoint analysis in the fan membership programs of football
publisher	FUCAPE Business School
publishDate	2020
url	https://doaj.org/article/444b3cd4dbbc425eb5b94d5f7d944d2a
work_keys_str_mv	AT pameladesouzadias sportsmarketingandperceivedvalueanapplicationoftheconjointanalysisinthefanmembershipprogramsoffootball AT pliniorafaelreismonteiro sportsmarketingandperceivedvalueanapplicationoftheconjointanalysisinthefanmembershipprogramsoffootball
_version_	1718433885995401216

Sports Marketing and Perceived Value: an application of the conjoint analysis in the Fan Membership Programs of Football

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