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O Brand Equity baseado no consumidor aplicado às marcas de equipes de futebol profissional na retenção, recuperação e prospecção de sócios-torcedores
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| 6.78 MB | Adobe PDF |
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Abstract(s)
Milenar, o futebol é o esporte mais popular do mundo: a modalidade atravessa e une diferentes culturas. Tamanho sucesso deve-se à capacidade notória de atrair grandes volumes de pessoas e dinheiro por onde passa. Ao entender a forma como evoluiu, consegue-se compreender seu mercado atual, extremamente competitivo, não apenas entre os clubes de futebol profissional, como também entre os diferentes esportes e atividades de lazer. É nesse âmbito que esta tese está assente. Os programas de sócio torcedor têm importância fulcral nesse cenário e os resultados obtidos com esse tipo de iniciativa, em todo o mundo, são de extrema relevância para os clubes e podem fazer a diferença entre o sucesso e o fracasso numa temporada. Torna- se então essencial o entedimento desses diferentes públicos não apenas quantitavamente, mas qualitativamente de forma a tornar o marketing e a comunicação dos clubes mais eficaz. O objetivo portanto apresenta-se na retenção, recuperação e proscepção de leais torcedores a esses programas, gerando benefícios de ordem finaceira a partir da lealdade comportamental.
Millennial, football is the most popular sport in the world: the sport crosses and unites different cultures. Size success is due to the notorious ability to attract large volumes of people and money wherever it goes. By understanding how it has evolved, you can understand your current market, extremely competitive not only between professional soccer clubs, but also between different sports and leisure activities. It is within this environment that this thesis is based. Membership programs are central to this scenario and the results of this type of initiative around the world are extremely relevant to clubs and can make the difference between success and failure in a season. It becomes essential to be aware of these different audiences not just quantitatively but qualitatively in order to make marketing and communication of these clubs more effective. The purpose is to retain, recover and proscribe loyal fans to these programs, generating financial benefits from the behavioral loyalty.
Millennial, football is the most popular sport in the world: the sport crosses and unites different cultures. Size success is due to the notorious ability to attract large volumes of people and money wherever it goes. By understanding how it has evolved, you can understand your current market, extremely competitive not only between professional soccer clubs, but also between different sports and leisure activities. It is within this environment that this thesis is based. Membership programs are central to this scenario and the results of this type of initiative around the world are extremely relevant to clubs and can make the difference between success and failure in a season. It becomes essential to be aware of these different audiences not just quantitatively but qualitatively in order to make marketing and communication of these clubs more effective. The purpose is to retain, recover and proscribe loyal fans to these programs, generating financial benefits from the behavioral loyalty.
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Keywords
Gestão do design Branding Brand equity Gestão de marca Marketing desportivo Futebol Flamengo (Clube desportivo Brasil) Sócio-Torcedor