Loading...
Publication
O impacto das dimensões da marca na satisfação do adepto: o caso do futebol português
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 1.28 MB | Adobe PDF |
Authors
Advisor(s)
Abstract(s)
Com o passar dos anos, o futebol evoluiu para uma experiência de entretenimento global que atrai a atenção dos mais variados indivíduos, tendo se tornado muito mais do que apenas um jogo. Atualmente, o futebol é o desporto com maior impacto social na população mundial, e em Portugal não é exceção. A marca de um clube de futebol tem assim um papel crucial na construção da sua identidade e na criação de ligações duradouras com os adeptos. Este estudo procura compreender como as dimensões da marca desportiva influenciam a satisfação dos adeptos dos três maiores clubes portugueses: Sporting CP, SL Benfica e FC Porto.
Nesta pesquisa foi utilizada uma abordagem quantitativa, tendo os dados sido recolhidos através de um questionário online direcionado aos adeptos dos clubes mencionados. A análise dos dados recolhidos permitiu compreender as perceções dos adeptos sobre os diversos fatores que influenciam a sua experiência enquanto apoiantes. Os resultados demonstraram que as dimensões da marca influenciam significativamente a satisfação dos adeptos e foi possível concluir que o desempenho da equipa, a identificação dos adeptos com os valores do clube, o sentido de pertença a uma comunidade e a qualidade da experiência no estádio são os fatores mais cruciais para a satisfação geral dos adeptos.
Esta dissertação oferece informações valiosas aos clubes de futebol sobre a importância de gerir a sua marca de forma eficaz para que seja possível aumentar a satisfação dos seus adeptos. A compreensão das dimensões da marca e do seu impacto na perceção de satisfação por parte dos adeptos permite aos clubes desenvolver estratégias de marketing e Branding direcionadas à criação e manutenção de uma relação de lealdade com os consumidores.
Over the years, football has evolved into a global entertainment experience that attracts the attention of a wide range of individuals, becoming much more than just a game. Currently, football is the sport with the greatest social impact on the world's population, and Portugal is no exception. A club's brand thus plays a crucial role in building its identity and creating lasting connections with fans. This study seeks to understand how the dimensions of the sports brand influence the satisfaction of fans of the three biggest Portuguese clubs: Sporting CP, SL Benfica and FC Porto. In this research, a quantitative approach was used, and the data were collected through an online questionnaire directed to the fans of the mentioned clubs. The analysis of the data collected allowed us to understand the perceptions of fans about the various factors that influence their experience as supporters. The results show that brand dimensions (performance, identity, community and product) significantly influence fan satisfaction. It was possible to conclude that the performance of the team, the identification of the fans with the values of the club, the sense of belonging to a community and the quality of the experience in the stadium are the most crucial factors for the overall satisfaction of the fans. This dissertation offers valuable insights to football clubs on the importance of managing their brand effectively in order to increase fan satisfaction. Understanding the dimensions of the brand and its impact on fans' perception of satisfaction allows clubs to develop marketing and branding strategies aimed at creating and maintaining a loyal relationship with consumers.
Over the years, football has evolved into a global entertainment experience that attracts the attention of a wide range of individuals, becoming much more than just a game. Currently, football is the sport with the greatest social impact on the world's population, and Portugal is no exception. A club's brand thus plays a crucial role in building its identity and creating lasting connections with fans. This study seeks to understand how the dimensions of the sports brand influence the satisfaction of fans of the three biggest Portuguese clubs: Sporting CP, SL Benfica and FC Porto. In this research, a quantitative approach was used, and the data were collected through an online questionnaire directed to the fans of the mentioned clubs. The analysis of the data collected allowed us to understand the perceptions of fans about the various factors that influence their experience as supporters. The results show that brand dimensions (performance, identity, community and product) significantly influence fan satisfaction. It was possible to conclude that the performance of the team, the identification of the fans with the values of the club, the sense of belonging to a community and the quality of the experience in the stadium are the most crucial factors for the overall satisfaction of the fans. This dissertation offers valuable insights to football clubs on the importance of managing their brand effectively in order to increase fan satisfaction. Understanding the dimensions of the brand and its impact on fans' perception of satisfaction allows clubs to develop marketing and branding strategies aimed at creating and maintaining a loyal relationship with consumers.
Description
Keywords
Futebol Satisfação do adepto Valor da marca