Análise da influência de fatores comportamentais e do time sobre o consumo de torcedores de clubes de futebol no Brasil: Un análisis de la influencia de factores conductuales y de equipo en el consumo de hinchas de clubes de fútbol en Brasil

Pablo Rogers; André Francisco Alcântara Fagundes; Elias Henrique Cardoso da Silva Marques

doi:10.5585/podium.v12i3.23171

Authors

Pablo Rogers Universidade Federal de Uberlândia – UFU https://orcid.org/0000-0002-0093-3834
André Francisco Alcântara Fagundes Universidade Federal de Uberlândia – UFU https://orcid.org/0000-0003-1177-4514
Elias Henrique Cardoso da Silva Marques Universidade Federal de Uberlândia – UFU https://orcid.org/0000-0002-7293-5388

DOI:

https://doi.org/10.5585/podium.v12i3.23171

Keywords:

Sports marketing, Fan-consumer, Brazilian soccer

Abstract

Goal of the study: To indicate how the team's image, behavioral loyalty, psychological behavior and some characteristics of the fan and the team can influence the consumer behavior of soccer fans.
Methodology/approach: The Structural equation modeling was used to test the proposed model, employing the PLS-SEM method, to maximize the explanation of the variance of the endogenous variance of interest. We have 330 responses from a structured questionnaire applied with Brazilian soccer fans.
Originality/Relevance: An innovative proposal was adopted for the construction of the “Fan-consumer” construct, based on six artifacts from the questionnaire. It is also indicated that it is the first work that, based on previous results, adopts team image, behavioral loyalty, psychological behavior, fan characteristics, and team characteristics to analyze fan consumption behavior.
Main results: The results indicated a significant positive influence of psychological behavior, behavioral loyalty, team image, soccer practice, income, team success, and origins of the relationship with the favorite team on the consumption behavior of soccer fans from Brazil.
Theoretical/methodological contributions: The main contribution of the study refers to the unprecedented union of different constructs, plus sociodemographic and behavioral variables, to analyze the fan considering their consumption potential, filling a relevant gap in the theory. It is also noteworthy that the study focuses on the analysis of the fan as a consumer, something still little explored in another research.
Contributions to management: The research indicates ways for managers to increase the consumption potential of team fans. Specifically, the relevance of establishing a psychological commitment of the fan with the team is pointed out.

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Author Biography

André Francisco Alcântara Fagundes, Universidade Federal de Uberlândia – UFU

Professor Adjunto da Faculdade de Gestão e Negócios (FAGEN) da Universidade Federal de Uberlândia (UFU). Coordenador do Programa de Pós-Graduação em Administração (PPGAdm) da FAGEN/UFU. Coordenador do MBA em Gestão Empresarial da FAGEN/UFU. Líder do Núcleo de Estudo e Pesquisa do Consumo (NEPeC). Doutor em Administração pela Universidade Federal de Minas Gerais (UFMG), com período sanduíche no Instituto Superior de Gestão e Economia (ISEG) da Universidade de Lisboa (ULisboa), em Portugal - bolsista CAPES. Mestre em Administração pela UFU, MBA em Gestão Estratégica de Marketing pela Fundação Getúlio Vargas (FGV) e graduado em Administração pela UFU. Tem experiência profissional e acadêmica na área de Administração, com ênfase em marketing, atuando principalmente nos seguintes temas: comportamento do consumidor, marketing esportivo, marketing de entretenimento, marketing de tecnologia e digital, marketing verde, estratégia empresarial e pesquisa de mercado. (Texto informado pelo autor)

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