The brand attachment and consumer behaviour in sports marketing contexts: the case of football fans in Portugal

Vieira, Carla Barbosa; Sousa, Bruno

doi:10.1504/ijsmm.2020.10032047

Cited by 6 publications

(5 citation statements)

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“…When powerful firms are considered, it is reported that they provide with a stronger relation between the firm and the consumer by bonding emotionally with their customer portfolio (Berry, 2000). Vieira and Sousa (2020) found with a conceptual model that brand attachment, brand commitment, brand trust and brand satisfaction influence brand loyalty. This finding indicates that brand attachment, brand commitment and brand satisfaction must be planned meticulously in the sports market plans when fan loyalty is being constitute.…”

Section: Discussionmentioning

confidence: 99%

The Effect of Fan’s Brand Trust on Brand Loyalty

Palalı¹,

Yıldız²

2022

EJPE

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The aim of this study is to analyze and evaluate the determination of trust and loyalty level of basketball fans to their team and to help form strategic sales plan considering the trust and loyalty level of fans to their team. The data from the survey are generated from 283 fans ranging in age from 13 to 71 (205 male, 78 female) who participate in basketball games. As a result of the structural equation modelling, it has been found that brand trust has a positive and strong effect on attitudinal loyalty and attitudinal loyalty has a positive and strong effect on behavioral loyalty. According to the research results, the increase in the brand trust of fans may cause an increase in brand loyalty and thus contributing to the achievement of both financial and marketing aims. The financial aims of sports teams may be listed as profitability, increasing the market share, leading the price, licensed product sales, matchday revenues, increasing concessions/catering and providing high-quality services. On the other hand, the marketing purposes may be listed as increasing recognition, fan/customer retention, gaining new fans, developing new products, strengthening the brand, and increasing the brand value. When considered in these terms, obtaining the trust of the fans has crucial importance. Article visualizations:<img src="/-counters-/edu_01/0369/a.php" alt="Hit counter" />

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Section: Discussionmentioning

confidence: 99%

The Effect of Fan’s Brand Trust on Brand Loyalty

Palalı¹,

Yıldız²

2022

EJPE

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“…Sports marketing is a dynamic subject area linking academic research, marketing practitioners and public policy planners. The sport marketing is dynamic because of its polysemic nature as it generates multiple affective means for consumers based on spectator behaviour and receives a high degree of attention due to the involvement of consumers (Vieira & Sousa, 2020). Based on the strategies applied by the organizations that collaborated in this study, they show sensitivity to marketing, but they still do not apply all available means, either due to lack of financial resources or time availability.…”

Section: Discussionmentioning

confidence: 99%

“…Sports marketing represents an essential part to maintain communication with the public, and, consequently, stimulates the increase of sports organizations and products [8]. Still, it differs from other forms of marketing and requires new perspectives, which is due to the following aspects: the sports industry, sports products and the consumer himself.…”

Section: Sports Marketing and Tourismmentioning

confidence: 99%

“…More than selling products or services that meet consumer needs, sports marketing is built on people's passion and seeks emotional connections [15]. In the context of this study and with the need to understand and meet consumer needs and expectations, each organization must analyse the habits and behaviours of its consumers concerning sport [8]. Nowadays, several sports clubs are implementing these various stages of a marketing strategy to attract more viewers and increase reputation, not only as a team but also as a brand [15].…”

Section: Sports Marketing and Tourismmentioning

confidence: 99%

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The role of e-marketing as in specific contexts of sports tourism

Coutinho

Sousa

Fernandes

2021

2021 16th Iberian Conference on Information Systems and Technologies (CISTI)

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Athletics is a sport that is going through several difficulties in Portugal, essentially at the financial level, since support and sponsorships are less and less, blocking the construction of financial sustainability, which is reflected in a reduction of medals won in international competitions. Thus, the application of sports and e-marketing to athletics becomes essential, as it will allow us to understand what consumers want, create attachment and paying attention to their preferences, habits and interests. The aim is to promote athletics in Portugal, to provide an increase in the number of sports tourists. The methodology based on the observation of competitions, conducting interviews applied to the study. From the results of this research, it is concluded that athletics disciplines do not meet an adequate e-marketing strategy, with low dissemination in the media. With a focus on some athletics clubs of Portugal and in the Athletics Federation of Portugal, this research aims to contribute to perspectives in the connection between e-marketing and sports tourism, applying specifically to a case study: athletics inPortugal.

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“…A ideia do apego, propõe que a parte crítica do apego se confronta com a conexão emocional entre a marca e o individuo, chamado de "marca-individuo". Com isso, o consumidor criar um laço único com a marca, esta conexão nasce, pois, as marcas são capazes de representar quem os indivíduos realmente são (Vieira & Sousa, 2020). Elias (1992) afirma que o desporto é um fenómeno mundial atual de imensa importância, possibilitando uma indústria multimilionária de roupas, equipamentos e acessórios.…”

Section: Marca Teoria Do Apego E Apego a Marcaunclassified

The role of brand attachment during the pandemic period: sports brands

2023

EJABM

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Objetivo: O objetivo geral que se pretende atingir no decorrer desse estudo investigativo é como através da pandemia a relação consumidor e marcas desportivas mantiveram seu apego afetivo, sua fidelidade e se a concorrência os levou a novas adesões por propostas mais atrativas. Além de buscar perceber a importância da internet na estratégia de venda das marcas; compreender a relação de fidelidade do consumidor e marca; como o comércio de vendas online esteve ou não presente na sua vida durante a pandemia; o impacto da pandemia na comunicação das marcas com seus clientes.Metodologia: Foi realizado um estudo de natureza qualitativa, na qual foram desenvolvidos dois tipos de entrevistas, na qual ambas contavam com um guião de entrevista previamente elaborado. O primeiro aplicado nas lojas físicas de marcas desportivas, onde foram entrevistados os responsáveis pelas lojas, buscando compreender o impacto da pandemia na comunicação da marca com seus consumidores. Já para a pesquisa com os consumidores foi selecionado um grupo de foco que contava com 8 participantes, estes foram divididos em 2 grupos. A entrevista foi realizada por sala de reunião online.Originalidade: O ponto principal dessa pesquisa surge como investigação o comportamento estabelecido entre consumidores e marcas, a relação afetiva e a fidelidade a sua marca de preferência. As compras que no momento não eram mais presenciais e, agora por sites, como ficou, houve um aumento de compras, houve uma mudança em função de valores ou a relação do consumidor com a marca se manteve em fidelidade. Assim sendo, esta pesquisa busca compreender o impacto da pandemia perante as vendas online das marcas de desporto e sua relação com os consumidores.

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The brand attachment and consumer behaviour in sports marketing contexts: the case of football fans in Portugal

Cited by 6 publications

References 0 publications

The Effect of Fan’s Brand Trust on Brand Loyalty

The Effect of Fan’s Brand Trust on Brand Loyalty

The role of e-marketing as in specific contexts of sports tourism

The role of brand attachment during the pandemic period: sports brands

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