A combinação de variáveis que leva a um melhor relacionamento entre torcedores e patrocinadores de times de futebol: uma análise de múltiplos métodos

Felipe Alexandre de Souza Félix Nunes; Carlos Alberto Gonçalves; Jonathan Simões Freitas

doi:10.5585/podium.v13i2.24380

Autores/as

Felipe Alexandre de Souza Félix Nunes niversidad Federal de Minas Gerais https://orcid.org/0000-0002-9083-9250
Carlos Alberto Gonçalves Universidad Federal de Minas Gerais https://orcid.org/0000-0003-1222-141X
Jonathan Simões Freitas Universidad Federal de Minas Gerais https://orcid.org/0000-0001-5681-4327

DOI:

https://doi.org/10.5585/podium.v13i2.24380

Palabras clave:

Patrocinio, Congruencia, Brand equity, Análisis de coincidencia, Motivación altruista

Resumen

Resumen
Objetivo: El propósito de este artículo es entender cómo los factores involucrados en la relación con los patrocinadores se combinan para formar un sentimiento positivo hacia esas marcas. Como resultado de este trabajo, esperamos contribuir a las teorías del área y proponer una investigación desde diferentes perspectivas metodológicas.
Metodología/Enfoque: Se obtuvieron 1,174 respuestas a la encuesta. El fenómeno fue observado mediante el Análisis de Coincidencia y validado por la Regresión Lógica en el mismo conjunto de datos. Ambos os métodos pueden ajustarse para analizar correctamente las estructuras de dependencia booleanas sin redundancia y sin dependencia entre las causas y sus resultados.
Originalidad/Relevancia: Una distinción relevante fue realizar la investigación utilizando metodologías que producen resultados de manera diferente al enfoque metodológico correlacional tradicional. Los hallazgos destacaron la importancia de la solución descubierta para establecer una relación entre los fanáticos y las marcas patrocinadoras.
Principales Resultados: La combinación de la congruencia entre el patrocinador y el equipo con la intención de compra de esa marca indicó una relación positiva. Otro hallazgo fue destacar un compromiso que sugiere una relación altruísta, junto con el factor del valor de marca y la percepción de una relación estrictamente comercial.
Contribuciones Teóricas/Metodológicas: La solución señaló una combinación de factores para caracterizar el fenómeno observado. El resultado encontrado contribuye a la literatura al evidenciar caminos alternativos para la constitución de la relación del aficionado con el patrocinador por parte de un aficionado.
Implicaciones Prácticas: Los hallazgos enfatizaron la importancia de un compromiso que sugiere una relación altruista como ventaja competitiva para el patrocinador/patrocinado.

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Biografía del autor/a

Felipe Alexandre de Souza Félix Nunes , niversidad Federal de Minas Gerais

Doutorando e Mestre em Administração pela Universidade Federal de Minas Gerais, Especialista em Futebol pela Universidade Federal de Viçosa e Engenheiro de Produção pela Universidade Federal de São João del-Rei. Belo Horizonte, Minas Gerais – Brasil

Carlos Alberto Gonçalves , Universidad Federal de Minas Gerais

Professor do Centro de Pós-Graduação e Pesquisa em Administração (CEPEAD). Faculdade de Ciências Econômicas da Universidade Federal de Minas Gerais (UFMG). Belo Horizonte, Minas Gerais – Brasil

Jonathan Simões Freitas, Universidad Federal de Minas Gerais

Professor do Centro de Pós-Graduação e Pesquisa em Administração (CEPEAD). Faculdade de Ciências Econômicas da Universidade Federal de Minas Gerais (UFMG).

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