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Publication
A influência das abordagens tradicionais de Marketing Desportivo nas Aatitudes de lealdade dos adeptos de clubes de futebol
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| 2.98 MB | Adobe PDF |
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Abstract(s)
Tal como a evolução tecnológica, também a literatura desportiva tem procurado manter-se atual e inovadora. No entanto, com o foco nas novas tecnologias, algumas das abordagens tradicionais acabam por ser esquecidas e, muitas vezes, menosprezadas. Foi com isto em mente que desenvolvemos esta dissertação em torno da influência de abordagens tradicionais de marketing desportivo nas atitudes de lealdade dos adeptos de futebol.
Recorrendo sempre a evidências comprovadas pelos autores da literatura, escolhemos incidir particularmente sobre os bilhetes de época, as visitas às instalações dos clubes e a venda de produtos promocionais, compreendendo a sua influência nos itens não relacionados com o produto e os benefícios de marca. Para compreender esta influência foi aplicado um estudo quantitativo, com recurso a um questionário distribuído por diversas plataformas online, que permitiu validar as hipóteses previamente colocadas.
Os resultados obtidos revelam que todas as hipóteses colocadas foram verificadas. Como tal, conclui-se que: “os bilhetes de época influenciam positivamente os itens não relacionados com o produto”, “os bilhetes de época influenciam positivamente os benefícios de marca”, “as visitas às instalações do clube influenciam positivamente os itens não relacionados com o produto”, “as visitas às instalações do clube influenciam positivamente os benefícios de marca”, “a compra de produtos promocionais influencia positivamente os itens não relacionados com o produto” e “a compra de produtos promocionais influencia positivamente os benefícios de marca”.
Alongside technological developments, sports literature has also tried to stay innovative and up to date. However, with the focus in new technologies, many of the traditional approaches have been forgotten and, oftentimes, underestimated. From keeping that in mind we developed this dissertation around the influence of traditional sports marketing approaches on football supporters loyalty attitude. Always based on proven evidence from the literature authors, we chose to pay particular attention on season tickets, club facilities visits and merchandising sales, exploring their influence on non-product related items and brand benefits. To understand this influence a quantitative study has been applied, relying on a questionnaire that has been distributed on several online platforms, which allowed us to validate our previously placed hypothesis. The acquired results revealed that the hypothesis were verified. Therefore, we can confirm that: “season tickets positively influence non-product related items”, “season tickets positively influence brand benefits”, “visits to club facilities positively influence non-product related items”, “visits to club facilities positively influence brand benefits”, “merchandise purchase positively influences non-product related items” and “merchandise purchase positively influences brand benefits”.
Alongside technological developments, sports literature has also tried to stay innovative and up to date. However, with the focus in new technologies, many of the traditional approaches have been forgotten and, oftentimes, underestimated. From keeping that in mind we developed this dissertation around the influence of traditional sports marketing approaches on football supporters loyalty attitude. Always based on proven evidence from the literature authors, we chose to pay particular attention on season tickets, club facilities visits and merchandising sales, exploring their influence on non-product related items and brand benefits. To understand this influence a quantitative study has been applied, relying on a questionnaire that has been distributed on several online platforms, which allowed us to validate our previously placed hypothesis. The acquired results revealed that the hypothesis were verified. Therefore, we can confirm that: “season tickets positively influence non-product related items”, “season tickets positively influence brand benefits”, “visits to club facilities positively influence non-product related items”, “visits to club facilities positively influence brand benefits”, “merchandise purchase positively influences non-product related items” and “merchandise purchase positively influences brand benefits”.
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Keywords
Marketing desportivo Adeptos de futebol Bilhete de época Instalações do clube Produtos promocionais Atitude Lealdade do adepto