An analysis of the influence of behavioral and team factors on the consumption of soccer club fans in Brazil
Un análisis de la influencia de factores conductuales y de equipo en el consumo de hinchas de clubes de fútbol en Brasil
DOI:
https://doi.org/10.5585/podium.v12i3.23171Keywords:
Sports marketing, Fan-consumer, Brazilian soccerAbstract
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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