The Impact of the Stadium in the Supporter’s Consumption: How Does the Frequency at The Stadium Boosts the Demand for the Clubs’

Fernando A. Fleury, Marcos Vinícius Cardoso, Nuno Dias Fouto, Patrícia Vance, Rui Marques

Abstract


The aim of this study is to investigate the relationship between the presence of supporter in the stadium, which demonstrates the supporter’s involvement with his soccer club, and its influence on the purchase of official products of the 12 largest Brazilian brands of soccer clubs. In this research, it was collected information from 1,296 supporters who responded to a questionnaire with 22 questions. It was defined as involvement with their soccer club the frequency this supporter goes to the stadium. In order to determine the consumption relationship it were used variables such as frequency of purchase of official products, the annual amount spent on such products, favorite venue to purchase and assortment of the products mix. For the supporters buying preferences analysis, it was applied the technique of correspondence analysis (Anacor). As a result, we can point out that the supporters’ loyalty, driven by the relationship marketing, is one of the catalysts for increasing the soccer clubs revenue, since the higher the products and average tickets purchase frequency, the more this frequency is associated with a higher number of attendance to the stadium, as well as the variety in the mix of products acquired by the supporter. In this sense, the work points to the importance of building a long term relationship which goes beyond the emotional bond with the club, reaching the brand products consumption.


Keywords


Sports Marketing. Relationship marketing. Brand loyalty. Soccer Clubs. Soccer clubs loyalty.

References


Aaker, D. & Joachimsthaler, E. (2000). Como construir marcas líderes. São Paulo: Futura.

Batista, L., Escuder, M. & Pereira, J. (2004). A cor da morte: causas de óbito segundo características de raça no Estado de São Paulo, 1999 a 2001. Revista de Saúde Pública, v. 38, n. 5, p. 630-636.

Bauer, H. H., Stokburger-Sauer, N. E. & Exler, S. (2008). Brand Image and Fan Loyalty in Professional Team Sport: A Refined Model and Empirical Assessment. Journal of Sport Management, 22(2) p. 205–226.

BDO Auditores Independentes. (2012). Finanças dos clubes brasileiros e valor das marcas dos 17 clubes mais valiosos do Brasil. São Paulo.

Bee, C. & Kahle, L. (2006). Relationship Marketing in Sports: A functional Approach. Sports Marketing Quartely, 15, 102-110.

Bendapudi, N., Berry, L.L. (1997). Customers’ motivations for maintaining relationships with service providers. Journal of Retailing, 73(1), 15–37.

Beting, E. (2011, julho). Vai Chover Dinheiro: Entenda como o novo acordo para a transmissão teve impacto direto nas receitas dos clubes e deve turbinar seu time no meio do ano. Revista Placar, edição Nº 1356. p. 26.

Dawes, J. (2009). Brand loyalty in the UK sportswear Market. International Journal of Market Research, 51(4), 449-463.

Ehrenberg, A. (1991) Politicians’ double jeopardy: a pattern and exceptions. Journal of the Market Research Society, 33(1),347–353.

Ehrenberg, A . (2000) Repeat-buying: facts, theory and applications. Journal of Empirical Generalisations in Marketing Science, 5, 392–770.

Ehrenberg, A. & Goodhardt, G. (2002). Double jeopardy revisited, again. Marketing Insights, Marketing Research, 14, 40–42.

Estadão, Online. (2011). Esporte vai movimentar mais de R$ 100 bi no País. Mundial de futebol e Olimpíadas fazem do Brasil nova meca para a indústria esportiva e empresas do setor. Recuperado em 10 Outubro, 2012 de http://www.estadao.com.br/noticias/impresso,esporte-vai-movimentar-mais-de-r-100-bi-no-pais-,786821,0.htm

Favero, L. P. L, Belfiore, P. P., Chan, B. L. & Silva, F. L da S. (2009). Análise de dado: modelagem multivariada para tomada de decisões. Rio de Janeiro: Elsevier.

Forbes. (2012). The World’s Most Valuable Soccer Teams. Recuperado 18 Setembro, 2012 em http://www.forbes.com/2011/04/20/worlds-most-valuable-soccer-teams_slide.html

Freitas, H.; Oliveira, M.; Saccol, A.; Mascarola, J. (2000) Método de pesquisa survey. Revista de Administração, São Paulo, 35(3), 105-112.

Gladden , J. M. & Funk, D. C. ( 2001 ). Understanding brand loyalty in professional sport: Examining the link between brand associations and brand loyalty. International Journal of Sports Marketing and Sponsorship, 3(1), 67–94.

Gladden , J. M. & Funk, D. C. ( 2002 ). Developing an understanding of brand associations in team sport: Empirical evidence from consumers of professional sport. Journal of Sport Management, 16, 54 – 81.

Gray, G. T., & Wert-Gray, Stacia. (2012) Customer retention in sports organization marketing: examining the impact of team identification and satisfaction with team performance. International Journal of Consumer Studies, 36(3), 275–281.

Howkins, J. (2001). The Creative Economy: How people make money from ideas. London, Penguin.

Kapferer, J. (2003) As marcas, capital da empresa: criar e desenvolver marcas fortes. Porto Alegre: Bookman.

Kaynak, E., Salman, G. G., Tatoglu, E. (2008). An integrative framework linking brand associations and brand loyalty in professional sports. Journal of Brand Management, 15(5), 336–357.

Lings, I. & Owen, K. (2007). Buying a sponsor’s brand: the role of affective commitment to the sponsored team. Journal of Marketing Management, 23(5/6), 483-496.

Malagrino, F. de A. F. (2011). Gestão das marcas dos clubes de futebol: como o marketing esportivo potencializa o consumo do torcedor. Dissertação de Administração, Pontifícia Universidade Católica de São Paulo, São Paulo, SP, Brasil.

Malagrino, F. de A. F, Vance, P.; Cardoso, M. V. & Silva, E. (2012, january) Changing the rules of the game: B2B Alliances in Brazilian Sports Teams. Apresentação Sessão B2B Sponsorship apresentado no 18th CBIM Academic Workshop, Atlanta, Georgia, Estados Unidos.

O’brien, L., Jones, C. (1995). Do rewards really create loyalty? Harvard Business Review, 73, 75–82.

Parvatiyar, A. & Sheth, J. (2001). The domain and conceptual foundations of relationship marketing. In J. N. Sheth & A. Parvatiyar (Eds.), Handbook of relationship marketing (3-38). Thousand Oaks, CA: Sage.

Pereira, J. (1997). Análise de dados qualitativos. São Paulo: EDUSP.

Pestana, M.H. & Gageiro, J.N. (2000). Análise de dados para ciências sociais: a complementaridade do SPSS. 2.ed. Lisboa: Edições Silabo.

Pluri Consultoria. (2012). O PIB do Esporte Brasileiro.

Pluri Consultoria. (2013). 1ª Pesquisa PLURI STOCHOS Tamanho de Torcidas.

Ross, S. (2006). A Conceptual Framework for Understanding Spectator-Based Brand Equity. Journal of Sport Management, 20(1), 22.

Sheth, J.N. & Parvatiyar, A. (1995). Relationship marketing in consumer markets: antecedents and consequences. Journal of the Academy of Marketing Science, 23, 255–271.

Severino, A. (2007) Metodologia do trabalho científico. São Paulo: Cortez.

Stavros, C, Pope, N K. L. & Winzar, H. (2008). Relationship Marketing in Australian Professional Sport: An Extension of the Shani Framework. Sport Marketing Quarterly, 17(3), 135–145.

Stum, D.L. & Thiry, A. (1991). Building customer loyalty. Training and Development Journal, April, 34–36.

Tokayama, S. & Greenwell, T. (2011). Examining Similarities and Differences in Consumer Motivation for Playing and Watching Soccer. Sports Marketing Quartely, 20, 148-156.

Whitlark, D.B. & SMITH, S.M. (2001). Using correspondence analysis to map relationships. Marketing Research, Toronto, 13(3), 22-27.

Wulf, K & Odekerken-Schroder, G. (2003). Assessing the impact of a retailer’s relationship efforts on consumers’attitudes and behavior. Journal of Retailing and Consumer Services, 10, 95–108.




DOI: https://doi.org/10.24023/FutureJournal/2175-5825/2014.v6i2.171

Article Metrics

Metrics Loading ...

Metrics powered by PLOS ALM




Copyright (c) 2014 Future Studies Research Journal: Trends and Strategies

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Future Stud. Res. J. e-ISSN: 2175-5825

Mailing Address: Avenida Drª Ruth Cardoso, 7221 - CEP 05425-070 - Pinheiros - São Paulo/SP - Brasil

Licença Creative Commons
Este obra está licenciado com uma Licença Creative Commons Atribuição-NãoComercial 4.0 Internacional.