Effect of Victories and Defeats on the Attitude of Soccer Fans: a Study Concerning Pitchman, Involvement and Fanaticism

This paper aims to analyze the attitude of soccer fans after the outcome of matches under the influence of a pitchman (celebrities and idols), involvement and fanaticism. The literature was supported by the concepts of happiness and attitude applied to sports, interacting with the literature on the...

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Autores principales:	Fernando A. Fleury, Vitor Koki da Costa Nogami, José Afonso Mazzon, Andres Rodriguez Veloso
Formato:	article
Lenguaje:	EN PT
Publicado:	FUCAPE Business School 2016
Materias:	pitchman involvement fanaticism fan’s attitude soccer fan Business HF5001-6182
Acceso en línea:	https://doaj.org/article/a82c3876ab25462e922a6a3e97ebcf9d
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id	oai:doaj.org-article:a82c3876ab25462e922a6a3e97ebcf9d
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spelling	oai:doaj.org-article:a82c3876ab25462e922a6a3e97ebcf9d2021-11-11T15:48:06ZEffect of Victories and Defeats on the Attitude of Soccer Fans: a Study Concerning Pitchman, Involvement and Fanaticism1807-734Xhttps://doaj.org/article/a82c3876ab25462e922a6a3e97ebcf9d2016-01-01T00:00:00Zhttp://www.redalyc.org/articulo.oa?id=123046404002https://doaj.org/toc/1807-734XThis paper aims to analyze the attitude of soccer fans after the outcome of matches under the influence of a pitchman (celebrities and idols), involvement and fanaticism. The literature was supported by the concepts of happiness and attitude applied to sports, interacting with the literature on the influence of the pitchman (studies 1 and 2), involvement (study 3) and fanaticism (study 4). The data was collected in four rounds of the Brazilian soccer league, comprising 931 fans of the 16 best teams in the country. The data was analyzed using the GLM (General Linear Model). The findings indicate that the outcome of the match will have more influence on the attitude of fans than the endorsement of a pitchman, and that this influence is enhanced by the involvement and fanaticism of fans.Fernando A. FleuryVitor Koki da Costa NogamiJosé Afonso MazzonAndres Rodriguez VelosoFUCAPE Business Schoolarticlepitchmaninvolvementfanaticismfan’s attitudesoccer fanBusinessHF5001-6182ENPTBBR: Brazilian Business Review, Vol 13, Iss 4, Pp 24-48 (2016)
institution	DOAJ
collection	DOAJ
language	EN PT
topic	pitchman involvement fanaticism fan’s attitude soccer fan Business HF5001-6182
spellingShingle	pitchman involvement fanaticism fan’s attitude soccer fan Business HF5001-6182 Fernando A. Fleury Vitor Koki da Costa Nogami José Afonso Mazzon Andres Rodriguez Veloso Effect of Victories and Defeats on the Attitude of Soccer Fans: a Study Concerning Pitchman, Involvement and Fanaticism
description	This paper aims to analyze the attitude of soccer fans after the outcome of matches under the influence of a pitchman (celebrities and idols), involvement and fanaticism. The literature was supported by the concepts of happiness and attitude applied to sports, interacting with the literature on the influence of the pitchman (studies 1 and 2), involvement (study 3) and fanaticism (study 4). The data was collected in four rounds of the Brazilian soccer league, comprising 931 fans of the 16 best teams in the country. The data was analyzed using the GLM (General Linear Model). The findings indicate that the outcome of the match will have more influence on the attitude of fans than the endorsement of a pitchman, and that this influence is enhanced by the involvement and fanaticism of fans.
format	article
author	Fernando A. Fleury Vitor Koki da Costa Nogami José Afonso Mazzon Andres Rodriguez Veloso
author_facet	Fernando A. Fleury Vitor Koki da Costa Nogami José Afonso Mazzon Andres Rodriguez Veloso
author_sort	Fernando A. Fleury
title	Effect of Victories and Defeats on the Attitude of Soccer Fans: a Study Concerning Pitchman, Involvement and Fanaticism
title_short	Effect of Victories and Defeats on the Attitude of Soccer Fans: a Study Concerning Pitchman, Involvement and Fanaticism
title_full	Effect of Victories and Defeats on the Attitude of Soccer Fans: a Study Concerning Pitchman, Involvement and Fanaticism
title_fullStr	Effect of Victories and Defeats on the Attitude of Soccer Fans: a Study Concerning Pitchman, Involvement and Fanaticism
title_full_unstemmed	Effect of Victories and Defeats on the Attitude of Soccer Fans: a Study Concerning Pitchman, Involvement and Fanaticism
title_sort	effect of victories and defeats on the attitude of soccer fans: a study concerning pitchman, involvement and fanaticism
publisher	FUCAPE Business School
publishDate	2016
url	https://doaj.org/article/a82c3876ab25462e922a6a3e97ebcf9d
work_keys_str_mv	AT fernandoafleury effectofvictoriesanddefeatsontheattitudeofsoccerfansastudyconcerningpitchmaninvolvementandfanaticism AT vitorkokidacostanogami effectofvictoriesanddefeatsontheattitudeofsoccerfansastudyconcerningpitchmaninvolvementandfanaticism AT joseafonsomazzon effectofvictoriesanddefeatsontheattitudeofsoccerfansastudyconcerningpitchmaninvolvementandfanaticism AT andresrodriguezveloso effectofvictoriesanddefeatsontheattitudeofsoccerfansastudyconcerningpitchmaninvolvementandfanaticism
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Effect of Victories and Defeats on the Attitude of Soccer Fans: a Study Concerning Pitchman, Involvement and Fanaticism

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