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Publication
O Impacto de Estratégias de Marketing Relacional na Conversão e Manutenção de Adeptos em Clubes de Futebol
| Name: | Description: | Size: | Format: | |
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| 1.82 MB | Adobe PDF |
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Advisor(s)
Abstract(s)
Num contexto de consumo em que a preferência de marca e lealdade perante estas parece já não ser algo garantido, o mundo do futebol apresenta-se com um contexto completamente diferente. Neste mundo, os adeptos são guiados por paixões fervorosas e tendem a ser fiéis ao seu clube mesmo em momentos de derrotas, acompanhando o seu clube durante a vida, formando uma espécie de tribo que utiliza os símbolos do seu clube para auto-definição.
Neste estudo, procura-se saber como é escolhido o clube por cada adepto e como se aprofundam estas paixões, respondendo à pergunta sobre se este sentimento é algo meramente emocional ou se poderá ser influenciado e aprofundado por estratégias de marketing desenhadas pelo clube. Este é um tema que não é frequentemente debatido na literatura procurando-se, normalmente, estudar a estratégia de marca de cada clube. Assim, utilizar-se-á questionários a adeptos de clubes de futebol para perceber qual a sua relação com o clube e o que o faz apoiar esse clube, chegando-se à conclusão que o grau de ligação ao clube aumenta na mesma proporção em que os adeptos se sentem integrados pelo seu clube. Percebe-se, assim, a elevada importância de uma boa comunicação por parte do clube e da tentativa de incluir os adeptos na vida diária do clube, uma vez que isso fará com que estes se sintam mais próximos do clube e queiram estar mais próximos deste (ir a jogos, adquirir merchandise…).
In a consumption environment where brand preference and loyalty are no longer guaranteed, the soccer world seems to present itself in a completely different context. In this world, fans are driven by fervent passions and tend to be faithful to their club even in moments of defeat. These supporters follow their team throughout their life, wishing to participate in its daily life and forming a kind of tribe that uses their club's symbols for self-definition. In this study, we seek to know how the club is chosen by each fan and how these passions are deepened, answering the question of whether this feeling is something merely emotional or whether it can be influenced and deepened by marketing strategies designed by the club. This is a topic that is not often discussed in previous Portuguese literature, where it is frequent to study the brand strategy of each club. Thus, in this study, questionnaires will be applied to supporters of football clubs to understand their relationship with the club and what makes them support that team. It was concluded that the degree of connection to the club increases in the same proportion as the supporters feel integrated by their club. Therefore, it is highly important for the club to extend good communication towards the supporters making them feel included in the club's daily life, as this will make them feel closer to the club and want to be closer to the team (go to games, buy merchandise…).
In a consumption environment where brand preference and loyalty are no longer guaranteed, the soccer world seems to present itself in a completely different context. In this world, fans are driven by fervent passions and tend to be faithful to their club even in moments of defeat. These supporters follow their team throughout their life, wishing to participate in its daily life and forming a kind of tribe that uses their club's symbols for self-definition. In this study, we seek to know how the club is chosen by each fan and how these passions are deepened, answering the question of whether this feeling is something merely emotional or whether it can be influenced and deepened by marketing strategies designed by the club. This is a topic that is not often discussed in previous Portuguese literature, where it is frequent to study the brand strategy of each club. Thus, in this study, questionnaires will be applied to supporters of football clubs to understand their relationship with the club and what makes them support that team. It was concluded that the degree of connection to the club increases in the same proportion as the supporters feel integrated by their club. Therefore, it is highly important for the club to extend good communication towards the supporters making them feel included in the club's daily life, as this will make them feel closer to the club and want to be closer to the team (go to games, buy merchandise…).
Description
Keywords
Marketing desportivo Marketing relacional Futebol nacional Adeptos Grau de ligação ao clube Sentimento de pertença