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Brand love e brand loyalty no patrocínio de eventos de endurance: Uma análise qualitativa da perceção do consumidor
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Abstract(s)
Este estudo tem como objetivo explorar as perceções e os significados atribuídos ao patrocínio em eventos de endurance, analisando como participantes e espetadores experienciam e interpretam a presença das marcas nestes contextos. A investigação adotou uma abordagem qualitativa, assente em 22 entrevistas semiestruturadas, analisadas a partir de uma perspetiva interpretativista e de uma análise temática indutiva. Os resultados revelaram que o patrocínio em eventos de endurance é entendido como um elemento capaz de gerar valor emocional e simbólico, reforçando a ligação entre marcas e público. Foram identificados seis agrupamentos temáticos que estruturam estas interpretações: visibilidade das marcas, ativação experiencial, congruência simbólica entre marca e modalidade, autenticidade percebida nos representantes, envolvimento comunitário associado ao evento e valorização do legado e continuidade do patrocínio. Estas dimensões foram frequentemente associadas a manifestações de envolvimento emocional (brand love) e predisposições de lealdade (brand loyalty). Emergiram, contudo, padrões distintos entre os dois grupos analisados. Para os participantes, o patrocínio foi associado ao apoio funcional e emocional ligado ao esforço, à superação e ao desempenho individual. Já para os espetadores, os discursos enfatizaram sobretudo o entretenimento, a sociabilidade e a vivência do ambiente coletivo. Esta diversidade de perspetivas sublinha a importância de reconhecer diferentes formas de envolvimento no contexto do patrocínio desportivo. Do ponto de vista académico, o estudo contribui para aprofundar o conhecimento sobre o patrocínio em modalidades de endurance, salientando o papel da autenticidade na criação de vínculos emocionais e comportamentais com as marcas. Como contributos práticos, este estudo sugere que as marcas devem adotar estratégias segmentadas: apoiar a experiência e transmitir credibilidade junto dos participantes (i.e., atletas) e desenvolver iniciativas de entretenimento e envolvimento comunitário orientadas para os espetadores.
This study aims to explore the perceptions and meanings attributed to sponsorship in endurance events, analysing how participants and spectators experience and interpret the presence of brands in these contexts. The research adopted a qualitative approach, based on 22 semi-structured interviews, analysed from an interpretative perspective and inductive thematic analysis. The results revealed that sponsorship in endurance events is understood as an element capable of generating emotional and symbolic value, reinforcing the connection between brands and the public. Six thematic clusters were identified that structure these interpretations: brand visibility, experiential activation, symbolic congruence between brand and sport, perceived authenticity in representatives, community involvement associated with the event, and appreciation of the legacy and continuity of sponsorship. These dimensions were often associated with manifestations of emotional involvement (brand love) and predispositions to loyalty (brand loyalty). However, distinct patterns emerged between the two groups analysed. For participants, sponsorship was associated with functional and emotional support linked to effort, overcoming challenges and individual performance. For spectators, however, the discourse emphasised entertainment, sociability and the collective experience. This diversity of perspectives highlights the importance of recognising different forms of involvement in the context of sports sponsorship. From an academic point of view, the study contributes to deepening knowledge about sponsorship in endurance sports, highlighting the role of authenticity in creating emotional and behavioural bonds with brands. As practical contributions, this study suggests that brands should adopt segmented strategies: supporting the experience and conveying credibility to participants (i.e., athletes) and developing entertainment and community engagement initiatives geared towards spectators.
This study aims to explore the perceptions and meanings attributed to sponsorship in endurance events, analysing how participants and spectators experience and interpret the presence of brands in these contexts. The research adopted a qualitative approach, based on 22 semi-structured interviews, analysed from an interpretative perspective and inductive thematic analysis. The results revealed that sponsorship in endurance events is understood as an element capable of generating emotional and symbolic value, reinforcing the connection between brands and the public. Six thematic clusters were identified that structure these interpretations: brand visibility, experiential activation, symbolic congruence between brand and sport, perceived authenticity in representatives, community involvement associated with the event, and appreciation of the legacy and continuity of sponsorship. These dimensions were often associated with manifestations of emotional involvement (brand love) and predispositions to loyalty (brand loyalty). However, distinct patterns emerged between the two groups analysed. For participants, sponsorship was associated with functional and emotional support linked to effort, overcoming challenges and individual performance. For spectators, however, the discourse emphasised entertainment, sociability and the collective experience. This diversity of perspectives highlights the importance of recognising different forms of involvement in the context of sports sponsorship. From an academic point of view, the study contributes to deepening knowledge about sponsorship in endurance sports, highlighting the role of authenticity in creating emotional and behavioural bonds with brands. As practical contributions, this study suggests that brands should adopt segmented strategies: supporting the experience and conveying credibility to participants (i.e., athletes) and developing entertainment and community engagement initiatives geared towards spectators.
Description
Keywords
Desporto de endurance Patrocínio Brand Love Brand loyalty Marketing desporto