Um Estudo Sobre a Afetividade Aplicada ao Fenómeno do Futebol: Abordagemn na Ótica dos Consumidores

Bruno Miguel Sousa, Carla Barbosa Vieira

Resumo


O futebol é um fenómeno de grande relevância em todo o mundo. O seu poder de influência é cada vez maior, o que o torna numa referência não só no setor social e cultural, mas também a nível económico ou turístico. O presente estudo tem como propósito apresentar uma primeira reflexão em torno da relação entre o apego à marca e o comportamento do consumidor (lealdade à marca, compromisso à marca, satisfação à marca, confiança à marca), sob a ótica dos adeptos de futebol em Portugal. Nesse sentido, será apresentado um modelo conceptual proposto por Belaid e Temessek Behi (2011) a testar empiricamente. Neste sentido, os gestores de marketing desportivo deverão trabalhar o grau de apego que os consumidores demonstram pelo clube, porque quanto maior o grau ao clube, maior a confiança, a lealdade o compromisso e a satisfação deste para com o seu clube. O apego à marca de um clube de futebol influencia positivamente todas as variáveis que compõem o modelo concetual da investigação. As variáveis apego à marca, compromisso à marca, confiança à marca e satisfação à marca tendem a influenciar positivamente a lealdade à marca. Isto significa que um adepto com um grau elevado de apego tende a estar mais satisfeito, confiante e comprometido com o seu clube e consequentemente o seu grau de lealdade torna-se mais elevado pelo seu clube. De notar, ainda, que poucos estudos avaliaram a relação do apego à marca com outras variáveis, sendo este um estudo original no contexto onde é aplicado. Serão apresentadas algumas linhas de investigação futura.

Palavras-chave


Apego à marca; Lealdade à marca; Compromisso à marca; Satisfação; Marketing desportivo

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