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Authors
Abstract(s)
Objetivo – O estudo analisa e mede possíveis antecedentes e consequentes da identificação do adepto com o seu clube esportivo.
Metodologia – De acordo com a revisão bibliográfica e identificação de um modelo teórico, realizou-se um estudo empirico de corte transversal, quantitativo e confirmatório, que investigou relações entre variáveis latentes. Os dados primários foram recolhidos através de um inquérito por questionário online que permitiu obter uma amostra válida de 645 respondentes. As hipóteses foram testadas através de um modelo confirmátório de equações estruturais.
Resultados e conclusões – Foram confirmadas todas as hipóteses formuladas e respetivos níveis de associação. A identificação com o clube espotivo é explicada em 56%, em simultâneo, pelos preditores diretos prestígio e envolvimento. Foram obtidos interesantes níveis de correlação e capacidades preditivas entre as variáveis estudadas. Não foi assegurada a validade convergente e discriminante de todas as escalas de medida, apesar de uma adequada qualidade psicométrica destas e validade do modelo.
Limitações e implicações – O uso de uma amostra de conveniência exige precaução na leitura dos resultados. A carencia de estudos aprofundados em marketing esportivo, no Brasil, originou algumas dificuldades na discussão comparativa de resultados. Quanto a implicações teóricas, cade ressaltar a influência de certos antecedentes na identificação com o clube e esta em consequentes no comportamente de stakeholders de futebol. As implicações práticas do estudo propiciam a indicação de diversas sugestões e recomendações para os profissionais de marketing e gestores no âmbito esportivo.
Originalidade e valor – O estudo procurou conhecer melhor o comportamento do torcedor esportivo em relação ao seu clube e patrocinador da equipe. O trabalho contribui, à data, com um novo modelo de antecedentes e consequentes à identificação de um adepto esportivo.
Purpose - The study analyzes and measures possible antecedents and consequent of the identification of the adept with his sport club. Methodology - According to the literature review and identification of a theoretical model, a cross-sectional, quantitative and confirmatory empirical study was carried out, investigating relations between latent variables. The primary data were collected through an online questionnaire survey that allowed a valid sample of 645 respondents. The hypotheses were tested through a confirmatory model of structural equations. Findings and conclusions - All hypotheses formulated and their levels of association were confirmed. The identification with the sports club is explained in 56%, simultaneously, by the direct prestige predictors and involvement. Interesting levels of correlation and predictive abilities were obtained between the studied variables. The convergent and discriminant validity of all the measurement scales was not assured, despite an adequate psychometric quality of these and validity of the model. Limitations and implications - The use of a convenience sample requires caution in reading the results. The lack of in-depth studies in sports marketing in Brazil has led to some difficulties in the comparative discussion of results. As for the theoretical implications, it is worth noting the influence of certain antecedents in the identification with the club and this consequently in the behavior of soccer stakeholders. The practical implications of the study provide the indication of several suggestions and recommendations for marketers and managers in the sports field. Originality and value - The study sought to better understand the behavior of the sports fan in relation to his club and team sponsor. The work contributes, to date, with a new antecedent model and consequent to the identification of a sports adept.
Purpose - The study analyzes and measures possible antecedents and consequent of the identification of the adept with his sport club. Methodology - According to the literature review and identification of a theoretical model, a cross-sectional, quantitative and confirmatory empirical study was carried out, investigating relations between latent variables. The primary data were collected through an online questionnaire survey that allowed a valid sample of 645 respondents. The hypotheses were tested through a confirmatory model of structural equations. Findings and conclusions - All hypotheses formulated and their levels of association were confirmed. The identification with the sports club is explained in 56%, simultaneously, by the direct prestige predictors and involvement. Interesting levels of correlation and predictive abilities were obtained between the studied variables. The convergent and discriminant validity of all the measurement scales was not assured, despite an adequate psychometric quality of these and validity of the model. Limitations and implications - The use of a convenience sample requires caution in reading the results. The lack of in-depth studies in sports marketing in Brazil has led to some difficulties in the comparative discussion of results. As for the theoretical implications, it is worth noting the influence of certain antecedents in the identification with the club and this consequently in the behavior of soccer stakeholders. The practical implications of the study provide the indication of several suggestions and recommendations for marketers and managers in the sports field. Originality and value - The study sought to better understand the behavior of the sports fan in relation to his club and team sponsor. The work contributes, to date, with a new antecedent model and consequent to the identification of a sports adept.
Description
Keywords
Marketing esportivo Futebol Patrocínio Adepto Comportamento do consumidor Sports marketing Adept Consumer behavior Soccer Sponsorship