Gooool: motivation drivers of attitudinal and behavioral fan loyalty in Brazil

Abstract

Objective: Football is the predominant sport in Brazil, but a better understanding of what motivates non-football and football fans is needed.Method: A conceptual model is empirically tested of the effects of six motivational drivers-Interest in Team, Socialisation, Aesthetics, Sport Knowledge, Interest in Sport, Vicarious Achievement-on both attitudinal and behavioural fan loyalty using survey data from 483 Brazilian sports fans.Originality/Relevance: a theoretical gap exists as to understanding the unique motivations for Brazilian fan loyalty (Wang, Zhang, Tsuji, 2011) and what drives Brazilian fans to attitudinally commit to a team and exhibit fan-related behaviours, such as attending matches and buying team merchandise.Results: fans of both football and other sports in Brazil share some underlying motivational drivers of attitudinal loyalty and behavioural loyalty. They also indicate that some differences exist across the motivational drivers of attitudinal and behavioural fan loyalty.Theoretical/methodological contributions: Results from this study support previous research into the influence of motivations on attitudinal loyalty and behavioural loyalty and offer insights into the direct influence of different motivations on attitudinal loyalty and behavioural loyalty.Social/management contributions: these findings will assist sports-marketing practitioners of sports competing with football in Brazil to formulate more effective, fan-centric marketing-communication strategies leading to a larger loyal fan base.

Drivers of soccer fan loyalty: Australian evidence on the influence of team brand image, fan engagement, satisfaction and enduring involvement

“…However, fan loyalty requires an examination beyond behavioural traits by also involving the attitudinal component of loyalty (e.g. Cifci and Erdogan, 2016;Kang, 2017;Maderer and Holtbr€ ugge, 2018;Rosenberger et al, 2019;Wang et al, 2011;Yoon et al, 2017). Therefore, this study considers both attitudinal loyalty and behavioural loyalty.…”

Fandom, Team Loyalty, and the Extended Self: A Study of Football Fans in Brazil and France

“…This connection can lead to team loyalty (HEERE & JAMES, 2007;STROEBEL et al, 2021). Fans who are highly identified with the team tend to show behavioral loyalty (ROSENBERGER III et al, 2019;TAPP, 2004). Also, Yoshida et al (2015) confirm that team identification positively affected behavioral intentions, and Neale and Funk (2006) found that interest in a particular team predicts loyalty.…”

“…Team identification suggests an interdependence between the fan and the team he/she is connected to. For various authors, this connection can lead to team loyalty (e.g., BODET & CHANAVAT, 2010;BODET et al, 2018;HEERE & JAMES, 2007;STROEBEL et al, 2021;ROSENBERGER et al, 2019;TAPP, 2004). In this study, the relationship was significant for both groups.…”

A relação entre diferentes faixas de rendimento e ingressos do 'Brasileirão' em um período de hipermercantilização

“…Dentre as diversas modalidades esportivas, o futebol se destaca como a mais assistida no mundo, sendo este um setor importante na indústria do entretenimento, movimentando valores significativos de recursos financeiros ao longo dos anos (MÓSCA et al, 2009;KERN et al, 2012;NASCIMENTO et al, 2015;FERREIRA et al, 2018, BEIDERBECK et al, 2021. Um exemplo da envergadura dessa relevância está no fato de que se estima que mais da metade da população teve acesso a algum tipo de cobertura oficial da (GUTERMAN, 2013;GASPARETTO, 2013;ROSENBERGER III et al, 2019).…”