The present study investigated the impact of team identification and team-sponsor fit on the sponsor's brand equity. The study's main theoretical references are (a) the Social Identity Theory (Tajfel & Turner, 1979); (b) the Schema Theory (Singer, 1968) and (c) the Associative Network Theories (Collins & Loftus, 1975), both about the functioning of the human memory; and (d) customer-based brand equity (Keller, 1993). Research was conducted in Porto Alegre, RS, a Brazilian city where rival football (soccer) teams Grêmio and Internacional share their main sponsors, Banrisul and Unimed, since 2001 and 2002, respectively, a rare context that was previously studied only once before (Davies, Veloutsou, & Costa, 2006). The valid sample comprised 2,000 fans of both teams. The sample was non-probabilistic with equal gender and team quotas. Data analysis was performed using Exploratory Factor Analysis (EFA) and Confirmatory Factor Analysis (CFA); and the reliability, convergent, discriminant and nomological validity of the constructs were verified. To test the substantive hypotheses, Structural Equation Modeling (SEM) using the ADF technique was applied. The empirical results suggest that, in the studied context, the sponsor's brand equity is more influenced by teamsponsor fit than by team identification, which is different from a non-rivalry sponsorship context.

©Copyright 2008 FGV-EAESP/RAE-eletrônica. Todos os direitos reservados. Permitida a citação parcial, desde que identificada a fonte. Proibida a reprodução total. Em caso de dúvidas, consulte a Redação: raeredacao@fgv.br; 55 (11) 3281-7898. © RAE-eletrônica -v. 7, n. 2, Art. 18, jul./dez. 2008 www.fgv.br/raeeletronica RESUMO O objetivo deste artigo é apresentar os resultados de uma pesquisa que procurou investigar o papel de diversos aspectos do serviço na satisfação do cliente de bancos de varejo. Os resultados da pesquisa, realizada com 1.001 clientes de serviços bancários nas cidades do Rio de Janeiro e de São Paulo, mostraram que as práticas de recuperação do serviço adotadas pelos bancos se constituem no fator que mais influencia a satisfação geral do cliente. Outros fatores, como a satisfação com os gerentes, com os produtos e serviços oferecidos e com os caixas eletrônicos, também foram identificados como importantes para os clientes bancários, enquanto a satisfação com o atendimento por telefone e com o atendimento nos caixas não foram considerados significativos. PALAVRAS-CHAVE:Satisfação do cliente, bancos de varejo, serviços, marketing, retenção. ABSTRACTThe objective of this paper is to present the results of a research that tried to investigate the role played by various aspects of retail banking service when it comes to customer satisfaction. The results of the research, which considered 1001 customers of banking services in the cities of Rio de Janeiro and São Paulo, showed that the service recovery practices adopted by the banks constitute the factor with the biggest influence on the customer's general satisfaction. Other factors, like satisfaction with managers, with products and services on offer and with automated teller machines were also identified as important for banking customers, while satisfaction with telephone banking services and with service at the bank counter were not considered significant.

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PurposeThe Rio 2016 Olympic Games required a significant investment in the public transport systems, connecting four city's areas and providing different types of impacts and legacies for their hosts. The purpose of this paper is to examine resident perceptions of the public transportation issues in the Rio host city before and after the Games. Key factors underpinning transportation issue outcomes are identified.Design/methodology/approachData were collected among Rio local residents by using a pre-Games (n = 504) and post-Games design (n = 421). The cross-sectional and longitudinal data were assessed at both time periods. An exploratory factor analysis revealed five factors, and a confirmatory factor analysis analysed the psychometric properties of the constructs proposed. Subsequently, MANOVA and a series of ANOVA tests (one-way and paired samples) were performed to analyse the differences in perceptions before and after the Games.FindingsResults revealed a five-factor model of public transportation issues perceived: planning, infrastructure, insecurity, information and urban mobility. Resident perceptions for four factors (planning, infrastructure, insecurity, urban mobility) increased from pre- to post-Games, meaning that they have a more negative perspective about those issues. In contrast, the findings suggested an improvement in public transport information perceived between the period before and after the Games.Originality/valueThis study contributes to the academic literature related to discussing the Olympic legacy by providing evidence of how hosting the Olympics may lead to social exchange with negative outcomes on transport legacy. The findings of this study can be used as valuable information for future event organizers, local authorities and governments.

This study investigates the effects of sport's celebrity endorsement on purchase intention. More specifically, this study seeks to (1) identify the extent to which the sports celebrity's credibility influences consumer purchase intention; (2) the extent to which gender moderates the effect of sports celebrity endorsement on purchase intention; and ( 3) to what extent consumer sports-involvement moderates the effect of a sports celebrity endorsement on purchase intention. One famous Brazilian soccer player and four product categories were used as stimuli. The research method used was a survey, which has included 1,025 respondents. Data analysis was performed using exploratory factor analysis (EFA) and confirmatory factor analysis (CFA). Structural equation modeling (SEM), using the ADF technique, was applied to test the substantive hypotheses. To test the hypotheses of the moderating effect of gender and consumer sports-involvement, the research used the multigroup analysis technique. The empirical results support the relationship between a sport celebrity's endorsement and purchase intention. The moderating effects of gender and sports-involvement were also empirically supported, but only partially.