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Abstract(s)
Objetivo – Investigar e medir possíveis relações acerca da ligação dos adeptosconsumidores
quanto ao seu clube e consequente influência nas suas atitudes
relativamente à respetiva patrocinadora Betano.
Metodologia – Pesquisa empírica, de corte transversal, descritiva e quantitativa
confirmatória, através de um modelo teórico proposto, suportado pela revisão de
literatura. A recolha dos dados deu-se pelo instrumento de medida questionário online,
obtendo-se uma amostra de 557 respostas válidas. As hipóteses foram testadas por um
modelo confirmatório de equações estruturais.
Resultados e conclusões – As variáveis antecedentes «Identificação com o clube» e
«Compromisso afetivo com a equipa» demonstraram influenciar positivamente as
variáveis das atitudes – «Atitude face ao patrocinador»; «Intenção de compra online». Foi
garantida a qualidade psicométrica. Foram obtidos interessantes níveis de correlação e
capacidades preditivas entre as variáveis. Três das cinco hipóteses foram confirmadas.
Destaca-se que a «Identificação com o clube» faz aumentar o «Compromisso afetivo com
a equipa» (B=0.45, t=12.57, p<0.001); a «Atitude face ao patrocinador» aumenta em
função de um maior «Compromisso afetivo com a equipa» (B=0.79, t=7.31, p<0.001); a
«Atitude face ao patrocinador» influencia positivamente a «Intenção de compra online»
(B=0.52, t=13.85, p<0.001).
Limitações e implicações – Como limitações, há a ausência de estudos sobre esta
temática em Portugal e o deficiente planeamento da variável «Nível de participação».
Desenvolve-se, contudo, o papel intermediário do «Compromisso afetivo com a equipa»
e um estudo empírico sobre casas de apostas online-patrocinadoras.
Originalidade/valor – Além de ser o primeiro estudo dissertativo sobre a Betano em
Portugal, este estudo acrescenta um novo modelo empírico à área do Patrocínio
desportivo, cujas variáveis e dimensões ainda não haviam sido testadas face à população
portuguesa. Fornece aos assessores no Desporto uma nova forma de comunicação de
negócio para aumentar a competitividade das suas entidades.
Main purpose – To investigate and measure possible relationships in the fan-consumer connection to their club and consequent influence on their attitudes towards the respective sponsor Betano. Methodology – Empirical research, cross-sectional study, descriptive and quantitative research, through the proposal of a theoretical model, supported by the literature review. Data collection was performed using the online questionnaire as a measurement instrument, resulting in a sample of 557 valid responses. The hypotheses were tested by a confirmatory evaluation model. Results and Conclusions – The antecedent variables «Identification with the club» and «Affective commitment to the team» demonstrated a positive influence on the attitudes variables – «Attitude towards the sponsor»; «Online purchase intention». Psychometric quality was guaranteed. Interesting levels of correlation and predictive capabilities were obtained between the variables. Three of the five hypotheses were confirmed. It is noteworthy that «Identification with the club» increases the «Affective commitment to the team» (B=0.45, t=12.57, p<0.001); «Attitude towards the sponsor» increases due to a greater «Affective commitment to the team» (B=0.79, t=7.31, p<0.001); «Attitude towards the sponsor» positively influences «Online purchase intention» (B=0.52, t=13.85, p<0.001). Limitations and implications – As limitations, there is the absence of studies on this subject in Portugal and the deficient planning of the variable «Level of participation». However, the intermediary role of the «Affective commitment to the team» and an empirical study about online betting companies as sponsors are developed. Originality/value – In addition to being the first dissertation study about Betano in Portugal, this study adds a new empirical model to the area of Sports sponsorship, whose variables and dimensions had not yet been tested in the portuguese population. It provides sports advisors with a new form of business communication to increase the competitiveness of their entities.
Main purpose – To investigate and measure possible relationships in the fan-consumer connection to their club and consequent influence on their attitudes towards the respective sponsor Betano. Methodology – Empirical research, cross-sectional study, descriptive and quantitative research, through the proposal of a theoretical model, supported by the literature review. Data collection was performed using the online questionnaire as a measurement instrument, resulting in a sample of 557 valid responses. The hypotheses were tested by a confirmatory evaluation model. Results and Conclusions – The antecedent variables «Identification with the club» and «Affective commitment to the team» demonstrated a positive influence on the attitudes variables – «Attitude towards the sponsor»; «Online purchase intention». Psychometric quality was guaranteed. Interesting levels of correlation and predictive capabilities were obtained between the variables. Three of the five hypotheses were confirmed. It is noteworthy that «Identification with the club» increases the «Affective commitment to the team» (B=0.45, t=12.57, p<0.001); «Attitude towards the sponsor» increases due to a greater «Affective commitment to the team» (B=0.79, t=7.31, p<0.001); «Attitude towards the sponsor» positively influences «Online purchase intention» (B=0.52, t=13.85, p<0.001). Limitations and implications – As limitations, there is the absence of studies on this subject in Portugal and the deficient planning of the variable «Level of participation». However, the intermediary role of the «Affective commitment to the team» and an empirical study about online betting companies as sponsors are developed. Originality/value – In addition to being the first dissertation study about Betano in Portugal, this study adds a new empirical model to the area of Sports sponsorship, whose variables and dimensions had not yet been tested in the portuguese population. It provides sports advisors with a new form of business communication to increase the competitiveness of their entities.
Description
Keywords
Patrocínio desportivo Atitudes do consumidor Primeira Liga Portuguesa de Futebol Betano Sports sponsorship Consumer attitudes First portuguese football league