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Publication
Marketing Tribal: O impacto da identificação com a equipa no comportamento do consumidor de futebol
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 1.14 MB | Adobe PDF |
Advisor(s)
Abstract(s)
O futebol é, atualmente, em Portugal, o desporto que move mais pessoas, mas também
mais emoções e paixões. Os adeptos de futebol exibem atitudes e comportamentos que
podem ser classificados como tribais, resultantes de uma grande paixão comum pelo
seu clube, o que os faz unirem-se para apoiar a equipa, partilhar simbolismos e
linguagem própria e locais de culto.
Este foi o ponto de partida para a dissertação apresentada, que tem como objetivo geral
determinar o impacto da identificação com a equipa, enquanto motivadora do consumo
tribal, no comportamento do consumidor de futebol. Para isso, foi escolhido como caso
de estudo o Sporting Clube de Portugal.
A investigação desenvolvida, através de uma metodologia quantitativa, centrou-se em
simpatizantes, adeptos e sócios do Sporting Clube de Portugal, com mais de 18 anos,
que responderam ao questionário aplicado.
O questionário foi utilizado para avaliar e relacionar variáveis, determinando o impacto
da variável independente Identificação com a Equipa nas variáveis dependentes
Recomendação da Marca, Lealdade à Marca, Advocacia da Marca e Intenção de Compra.
Os resultados obtidos confirmam a existência de correlação entre as variáveis
independente e dependentes e da existência de relevância estatística da variável
independente na explicação das variáveis dependentes.
Nowadays in Portugal football is the sport that moves more people but also emotions and passions. Football fans exhibit attitudes and behaviour that can be considered as tribal, resulting from a great common passion for their club which makes them come together to support the team, share their own language and symbolism and places of worship. This was the starting point for this dissertation which has the general objective of determining the impact of identification with the team (as a motivator of tribal consumption) on football consumer behaviour. Sporting Clube de Portugal was chosen as a case study. The research developed using a quantitative methodology focused on supporters and members of Sporting Clube de Portugal over 18 years old who answered to the questionnaire applied. The questionnaire was developed to evaluate and relate variables, determining the impact of the independent variable (Identification with the Team) on the dependent variables (Brand Recommendation, Brand Loyalty, Brand Advocacy and Purchase Intention). The results obtained confirm the existence of a correlation between the independent and dependent variables and the existence of statistical relevance of the independent variable in the explanation of the dependent variables.
Nowadays in Portugal football is the sport that moves more people but also emotions and passions. Football fans exhibit attitudes and behaviour that can be considered as tribal, resulting from a great common passion for their club which makes them come together to support the team, share their own language and symbolism and places of worship. This was the starting point for this dissertation which has the general objective of determining the impact of identification with the team (as a motivator of tribal consumption) on football consumer behaviour. Sporting Clube de Portugal was chosen as a case study. The research developed using a quantitative methodology focused on supporters and members of Sporting Clube de Portugal over 18 years old who answered to the questionnaire applied. The questionnaire was developed to evaluate and relate variables, determining the impact of the independent variable (Identification with the Team) on the dependent variables (Brand Recommendation, Brand Loyalty, Brand Advocacy and Purchase Intention). The results obtained confirm the existence of a correlation between the independent and dependent variables and the existence of statistical relevance of the independent variable in the explanation of the dependent variables.
Description
Keywords
Marketing Tribal Comportamento do Consumidor de Futebol Sporting Clube de Portugal Identificação com a Equipa Recomendação da Marca Lealdade à Marca Advocacia da Marca Intenção de Compra