Research question  The purpose of this study was to explore and describe the structural relationships between constraints and intentions to attend soccer games in Brazil. Considering the well-established importance of team identification for sport consumer behaviors, we tested the role of this construct on those structural relationships. This investigation started with the following research question: Can constraints explain some variance in attendance intentions above and beyond that explained by team identification?  Research methods  To answer this question, we proposed a model with team identification as the exogenous construct, constraints as the mediator, and attendance intentions as the endogenous construct. We first conducted a pilot test (n = 675) via confirmatory factor analysis to investigate the psychometric properties of the constraint scale. Then, we applied structural equation modeling to test the measurement model and the proposed structural model using a second sample of fans (n = 583).  Results and findings  Results showed that the indirect effect of team identification on attendance through perceptions of barriers was small, mainly because of the small relationship between team identification and constraints. A direct effects model was deemed to be a better structural representation of the relationships between constraints and intentions to attend, controlling for team identification.  Implications  Managing and removing barriers might increase attendance intentions above and beyond the parcel associated with team identification. Not highly identified fans can be attracted to stadiums not only by becoming more identified (the traditional view), but also by perceiving less barriers (the alternative view)

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.

Legacies – structures that are built for events and which remain after the same - are one of the major positive aspects paraded by mega sporting events organizers. This study´s purpose is to analyze the current situation of legacies promised by the many governmental instances for the city of São Paulo - host city of Fifa´s 2014 World Cup – and prospect which legacies will become effective in the city. Preliminary assessments may raise construction concerns, alert the public to keep an eye on undertaken obligations and encourage official actions (Mangan, 2008, p. 1,871). Data was obtained from National Audit Court (TCU) reports, Ministry and United Nations documents, in addition to testimonials and information gathered from some of Brazil´s major press media. Data analysis was conducted by classifying legacies according to tangible and intangible legacy concepts (Kaplanidou and Karadakis, 2010) followed by an analysis of promised legacies versus current status during the period of analysis. Finally, discussions as to most probable to come about legacies were presented. Results indicate that a portion of promised legacies stand a fair chance of achievement. On the other hand, other projects lag behind schedule or have been cancelled. Preliminary surveys suggest full completion of promised legacies is not possible, there has been an overuse of public resources as opposed to that planned, and provide indicatives as to the investment´s high opportunity cost.

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Purpose This paper aims to analyze how judgment bias (optimism vs pessimism) and temporal distance influence self-control decisions. This research also analyzes the mediating role of perceived control on judgment bias and temporal distance. Design/methodology/approach Three studies (one laboratory and two online experiments) analyze how judgment bias and temporal distance influence self-control decisions on consumers’ willingness to pay. Findings The findings uncover an important boundary condition of temporal distance on self-control decisions. In contrast to previous research, the findings indicate that individuals exposed to optimism (vs pessimism) bias display more self-control in the future and make choices that are more indulgent in the present. The findings also reveal that perceived control mediates the effects of judgment bias and temporal distance. Practical implications The findings help managers to adapt short- and long-term marketing efforts, based on consumers’ momentary judgment biases and on their chronic judgment bias orientation. Originality/value This research contributes to the literature on self-control and temporal distance, showing that judgment bias reverses previous research findings on self-control decisions.

ResumoA parceria de patrocínio entre patrocinador e patrocinado, quando analisado o relacionamento business-to-business (B2B), foi pouco investigada. Entretanto, existem muitas pesquisas em outras áreas, o que proporciona pontos de vista muito bons para o assunto. A qualidade dessa parceria B2B é importante para criar, melhorar e manter a parceria, e é crítica para entender as correlações que acontecem nesse relacionamento. Portanto, é proposto um framework conceitual sobre a qualidade do relacionamento patrocinador-patrocinado no esporte, focando nas interações dinâmicas da parceria. Esse framework tenta mostrar a importância do relacionamento de marketing no contexto esportivo, mais especificamente quando se trata do patrocínio. Primeiro, é especificado no que consiste o relacionamento de marketing. Depois, é feita uma revisão sobre patrocínios e seus objetivos. Finalmente, argumenta-se como essas interações ocorrem no relacionamento dessa parceria e qual o papel de cada uma. Palavras

The aim of this study is to investigate the relationship between the presence of supporter in the stadium, which demonstrates the supporter's involvement with his soccer club, and its influence on the purchase of official products of the 12 largest Brazilian brands of soccer clubs. In this research, it was collected information from 1,296 supporters who responded to a questionnaire with 22 questions. It was defined as involvement with their soccer club the frequency this supporter goes to the stadium. In order to determine the consumption relationship it were used variables such as frequency of purchase of

Este é um artigo de acesso aberto, licenciado por Creative Commons Atribuição 4.0 Internacional (CC BY 4.0), sendo permitidas reprodução, adaptação e distribuição desde que o autor e a fonte originais sejam creditados. ABSTRACTThis paper aims to relate the marketing strategies adopted by football teams in social media networks with an increasing number of users and their interactions on the fanpage of each football club. Information was gathered from the top Brazilian football teams in the first and second divisions in 2013 on Facebook. The findings show that Authenticity, Disclosure and Information Dissemination are positively related to increasing the number of users. Authenticity impacts directly in the number of interactions, reinforcing the need for an active management of the fanpages. The findings show that the professional management of a Facebook page contributes positively to the increase in the number of fans on its pages. This allows clubs to model new relationship strategies with their fans and sponsors.Keywords: social media, social network sites, relationship marketing, marketing strategy, Facebook, sports management. RESUMOEste artigo tem como objetivo relacionar as estratégias de marketing adotadas por equipes de futebol em redes sociais com o aumento no número de usuários e de suas interações na fanpage de cada clube. Para atingir esse objetivo, coletaram-se informações das principais equipes da primeira e segunda divisão de futebol brasileiro em 2013 no Facebook. As descobertas mostram que a Autenticidade, a Divulgação e a Informação são positivamente relacionadas com o aumento de usuários. A Autenticidade impacta diretamente no número de interações, reforçando a necessidade de uma gestão ativa das páginas. As descobertas mostram que o gerenciamento profissional de páginas do Facebook contribui positivamente para o aumento do número de fãs em suas páginas. Isso permite aos clubes modelar novas estratégias de relacionamento com seus fãs e patrocinadores.Palavras-chave: mídia social, sites de redes sociais, marketing de relacionamento, estratégia de marketing, Facebook, marketing esportivo.