Knowing the Fans Behaviour in Relation To Love of Football Clubs Brands

Abstract

This paper links brand love and sports management, with the intention to identify the relationship of brand love with their constructs antecedents (self-expression, performance satisfaction and relationship satisfaction) and consequent (behavioral loyalty, attitudinal loyalty and positive word of mouth) and see if the soccer team is a moderating factor in these relationships . The theoretical model was based on Santana ( 2009) used in a survey with 270 fans of soccer rival teams: Sport Club Internacional and Grêmio Football Portoalegrense. The results were analyzed by Structural Equation Modeling. It was identified that the soccer team is a moderating factor in the relations proposals. Thus, it is concluded that the study showed that sports management should be customized, as each team represents something different for their fans. Managers of sports marketing need first to know what image the team presents and what are the feelings involved.

Pengaruh Self-Expression Dan Brand Trust Terhadap Electronic-Word of Mouth Dengan Brand Love Sebagai Mediasi Pada Konsumen Vans Di Jakarta

“…Suatu studi menggunakan cinta merek -mengarah pada aktif keterlibatan yang bergantung pada kepercayaan merek dan ekspresi diri. Sementara itu ekspresif diri terhadap suatu merek dinyatakan sebagai persepsi konsumen tentang bagaimana merek tertentu dapat meningkatkan atau mencerminkan diri sosial atau batin mereka (Marquetto et al,2017). Penelitian ini mencoba untuk mengeksplorasi pengaruh ekspresi diri terhadap kecintaan merek,dan untuk menggambarkan dampak kecintaan merek pada keterlibatan aktif untuk menceritakan merek pada orang lain.…”

How deep is your love? Brand love analysis applied to football teams

“…The studies show an interest in how brand love affects the new technological context of social and mobile networks or the importance of tradition or CSR to generate brand love. If studies related to loyalty (Marquetto et al , 2017) or emotional attachment (Abosag et al , 2012) are detected, however, there is no study that has taken an integrative perspective and studied positive WOM or investment.…”

Business management in the football industry from a supply chain management perspective

“…Also, in each supply chain process, inputs are combined with capital to produce outputs that are sold to customers (Egilsson, 2017;Perechuda and Pawlak, 2017). Sports marketing managers need to understand what their team's image represents and the feelings involved (Marquetto et al, 2017).…”

“…Therefore, based on the four mentioned sections, some strategies suggested: customercenteredness, quality management, supply chain sustainability, Privatisation, strategic management, performance improvement Lonsdale, 2004), production process improvement, media-football interaction (Schaefer, 2012), market management (LeMay et al, 2017;Marquetto et al, 2017), intellectual property, revenue management (Lonsdale, 2004) and supply chain agility. The results of these collaborations are successful outcomes (Lee Sheng, 2017) including: Social issues (Perechuda and Pawlak, 2017;Zhang et al, 2018a, b) Political outcomes (Dolles, 2013;Egilsson, 2017), (and P 1 ), cultural outcomes (P 1 ), earning competitive (Dolles, 2013), advantage (Adhikari, 2011), social responsibility (Perechuda and Pawlak, 2017), beliefs and attitudes, profitability (Dolles, 2013;Lee Sheng, 2017), wellbeing, sense of peer belonging.…”

“…Table 6 describes the comments on the actor/link. The FSC can be defined as a network of suppliers, football clubs, fans and other supporting units which creates value by offering the product of football events and matches to customers (Chopra, 2019;Dolles, 2013;Holzmayer and Schmidt, 2020;Lee Sheng, 2017;Liu et al, 2017;Lonsdale, 2004;Marjoribanks and Farquharson, 2016;Marquetto et al, 2017;Scafarto and Dimitropoulos, 2018;Serrano et al, 2019a, b;Rosandich, 2008;Timchenko et al, 2017). According to Egilsson (2017), who that believed FSC is the management of information, processes and resources in the entire FSC for the adequate provision of services to final customers and effective management of the whole chain.…”