Effects of Co-branding and hedonic motivation on attachment to MOBA characters
DOI:
https://doi.org/10.5585/2025.28484Palavras-chave:
co-branding, attachment, hedonic motivation, MOBA, mobile gamesResumo
Objective of the study: To verify the effects of using co-branding on individuals' attachment to MOBA (Massive Online Battle Arena) mobile games and to analyze the mediating role of hedonic motivation.
Methodology/approach: A quantitative research approach was used to address the issue through a survey technique, with the application of an online questionnaire to test the hypotheses. Data analysis was performed using SmartPLS 4 software to conduct partial least squares structural equation modeling.
Main results: The results indicate a complementary partial mediation of hedonic motivation in the relationship between co-branding and individuals' attachment to MOBA mobile games.
Theoretical/methodological contributions: The research contributes to the literature by analyzing in a highly competitive and current scenario (post-pandemic) that the practice of co-branding is beneficial for brands and generates positive impacts on individuals' attachment. Additionally, the research showed that one of the explanatory mechanisms for increased attachment is hedonic motivation, as it mediated the relationship between co-branding practice and attachment. Another contribution was highlighting that a co-branding campaign with an unknown brand did not receive a good evaluation from the participants in this study.
Relevance/originality: The empirical nature of this study stands out, highlighting constructs such as hedonic motivation, attachment, and co-branding and their relevance in the market scenario of the mobile gaming industry.
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Tradução
Este artigo é uma tradução em English do artigo:
Efeitos do co-branding e da motivação hedônica no apego a personagens de MOBA
Referências
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Adams-Price, C & Greene, A. L. Adolescents' secondary attachments to celebrity figures. Sex Roles 23, 335–347 1990. DOI: https://doi.org/10.1007/BF00289224
Ahtola, O. T. "Hedonic and Utilitarian Aspects of Consumer Behavior: an Attitudinal Perspective", in NA - Advances in Consumer Research Volume 12, eds. Elizabeth C. Hirschman and Moris B. Holbrook, Provo, UT: Association for Consumer Research, Pages: 7-10. 1985
Alperstein, N. M. Imaginary social relationships with celebrities appearing in television commercials. Journal of Broadcasting & Electronic Media, 35(1), p. 43–58, 1991. Doi: 10.1080/08838159109364101
Arnold, M. J. & Reynolds K. E. Hedonic shopping motivations. 79(2), 77–95. 2003. doi: 10.1016/s0022-4359(03)00007-1
Bagozzi, R.P., & Yi, Y. On the evaluation of structural equation models. JAMS 16, 74–94, 1988. Doi: https://doi.org/10.1007/BF02723327
Belk, R. W. Possessions and the Extended Self, Journal of Consumer Research, Volume 15, Issue 2, September 1988, Pages 139–168, https://doi.org/10.1086/209154
Bengtsson, A. & Servais, P. Co-branding on industrial markets, Industrial Marketing Management, v. 34, Issue 7, p. 706-713, ISSN 0019-8501, 2005. Doi: https://doi.org/10.1016/j.indmarman.2005.06.004.
Bopp J. A., Mekler E. D., and Opwis K. Negative Emotion, Positive Experience? : Emotionally Moving Moments in Digital Games. InProceedings of the 2016 CHI Conference on HumanFactors in Computing Systems. ACM, 2996–3006. 2016 DOI: http://dx.doi.org/10.1145/2858036.2858227 3
Bose, I., & Yang, X. Enter the Dragon: Khillwar’s Foray into the Mobile Gaming Market of China. Communications of the Association for Information Systems, 29, p. 551-564. 2011. DOI: https://doi.org/10.17705/1CAIS.02929
Bowlby, J. The Bowlby-Ainsworth attachment theory. Behavioral and Brain Sciences, 2(4), 637-638, 1979. doi: 10.1017/S0140525X00064955
Chang, W. A typology of Co-branding Strategy: Position and Classification. Journal of American Academy Business, Cambridge. Mar 2008
Cohen, J. Defining identification: A Theoretical look at the identification of audiences with media characters. Mass Communication & Society, 4(3), 245-264, 2001.
Fornell, C., & Larcker, D. F. Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Business Research, 61(12), pp. 1229-1237. 1981 Doi: 10.2307/3151312
Fournier, S. Consumers and Their Brands: Developing Relationship Theory in Consumer Research. Journal of Consumer Research, 24(4), 343–353. 1998. doi:10.1086/209515
Fullerton, T. Game design workshop: a playcentric approach to creating innovative games. 2rd. Edition CRC press. 2008
Geisser, S. (1974). A predictive approach to the random effect model. Biometrika, 61(1), 101–107. doi:10.1093/biomet/61.1.10
Geylani, T., Inman, J. J., e Hofstede, F. T. Image Reinforcement or Impairment: The Effects of Co-Branding on Attribute Uncertainty. Marketing Science 27(4):730-744. 2008 DOI: https://doi.org/10.1287/mksc.1070.0326
Gil, A. C. Métodos e técnicas de pesquisa social. 6. ed. São Paulo: Atlas, 2008.
Goodwin, J. Research in Psychology: Methods and Design. 7th edition. Wiley, 2013.
Grossman, R. P. Co‐branding in advertising: Developing effective associations. Journal of Product & Brand Management, 6(3), p. 191–201. 1997. DOI: https://doi.org/10.1108/10610429710175709
Guo, Y. and Barnes, S. Why people buy virtual items in virtual worlds with real money. SIGMIS Database, p. 69–76, 2007 https://doi.org/10.1145/1314234.1314247
Hair, J.F.; Sarstedt, M.; Ringle, C.M. e Mena, J. A. An assessment of the use of partial least squares structural equation modeling in marketing research. Journal of the Academy of Marketing Science, v. 40, n.3, p.414–433, 2012.
Hair, J.F.; Hult, T.M.; Ringle, C.M. e Sarstedt, M. A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). Los Angeles: SAGE, 2014.
Hamari, J. e Lehdonvirta, V. Game design as marketing: How game mechanics create demand for virtual goods. International Journal of Business Science and Applied Management. 5. 2011
Hang, Z. Analysis on the Market Strategies of the Game Glory of Kings. Advances in Economics, Business and Management Research, v. 203, p. 3125 – 3129. 2021
Henseler, J., Ringle, C. M., & Sinkovics, R. R. The use of partial least squares path modeling in international marketing. Advances in International Marketing, 20, 277–320. 2009.
Hirschman, E. C. Consumers and Their Animal Companions. Journal of Consumer Research, 20(4), p. 616–632, 1994. doi:10.1086/209374
Hoffner, C. and Buchanan M. Youngadults’ wishful identification with television characters:The role of perceived similarity and character attributes.Media psychology7, 4, 325–351, 2005 DOI: http://dx.doi.org/10.1207/S1532785XMEP0704_2
Holmes, J. G. Social relationships: The nature and function of relational schemas. European Journal of Social Psychology, 30, 2000.
Hulland, J. Use of partial least squares (PLS) in strategic management research: a review of four recent studies. 20(2), p. 195–204, 1999. Doi: 10.1002/(sici)1097-0266(199902)20:2<195::aid-smj13>3.0.co;2-7
LEWIS, B. & PORTER, L. In-Game Advertising Effects: Examining Player Perceptions of Advertising Schema Congruity in a Massively Multiplayer Online Role-Playing Game. Journal of Interactive Advertising. p. 46-60. Jul 2010 DOI: https://doi.org/10.1080/15252019.2010.10722169
Leuthesser L., Kohli C. & Suri R. 2 + 2 = 5? A framework for using co-branding to leverage a brand. Journal of Brand Management vol. 11, no. 1, p. 35–47 2003
Mobile Legends anuncia parceria com Star Wars; Brasil fica fora. 2021. Disponível em: < https://ge.globo.com/esports/noticia/mobile-legends-anuncia-parceria-com-star-wars-brasil-fica-fora.ghtml > Acessado em 08/09/2022.
Leitinho R. R., & Farias, J. S. A Motivação Hedônica no Consumo de Bens Virtuais Cosméticos em Jogos Online. Remark – Revista brasileira de marketing, 2018.
Malär, L.; Krohmer, H.; Hoyer, W. D.; Nyffenegger, B. Emotional Brand Attachment and Brand Personality: The Relative Importance of the Actual and the Ideal Self. Journal of Marketing, 75(4), 35–52, 2011. doi:10.1509/jmkg.75.4.35
Mazodier, M. & Merunka, D. "Beyond brand attitude: Individual drivers of purchase for symbolic cobranded products," Journal of Business Research, Elsevier, vol. 67(7), p. 1552-1558. 2014 DOI: 10.1016/j.jbusres.2014.01.015
Mick, D. G., Demoss, M. Self-Gifts: Phenomenological Insights from Four Contexts. Journal of Consumer Research, 17(3), 1990. doi:10.1086/208560
Mikulincer, M., Hirschberger, G., Nachmias, O., & Gillath, O. The affective component of the secure base schema: affective priming with representations of proximity maintenance. Journal of Personality and Social Psychology, 81, 305-321
Nascimento, J. C. H. B. & Macedo, M. A. S. Modelagem de equações estruturais com mínimos quadrados parciais: um exemplo de aplicação do SmartPLS em pesquisas de contabilidade. Repec – Revista de educação e pesquisa em contabilidade, v 10, n3, p. 289-313, 2016
Prodanov, C. C.; Freitas, E. C. de. Metodologia do trabalho científico: métodos e técnicas da pesquisa e do trabalho acadêmico. 2. ed. Novo Hamburgo: FEEVALE, 2013.
Qi, S., Chun-Chih, C. & Shu-Ming, W. Research of the Attractiveness Factors of MOBA Mobile Games Based on Evaluation Grid Method. Journal of Physics: Conference Series, 2019. Doi:10.1088/1742-6596/1325/1/012004
Rao, A. R., & Ruekert, R. W. Brand alliances as signals of product quality. Sloan Management Review, 36, p. 87– 97, 1994
Ringle, C. M., Silva, da D. & Bido, D. MODELAGEM DE EQUAÇÕES ESTRUTURAIS COM UTILIZAÇÃO DO SMARTPLS. Remark – Revista Brasileira de Marketing. Edição Especial Vol. 13, n. 2. Maio/2014
Rogers, S. Level Up: um guia para o design de grandes jogos. São Paulo: Blucher, 2012.
Rubinstein, I. R. & Parmalee, P. A. Attachment to Place and the Representation of the Life Course by the Elderly, 1992
Schouten, J. W. & McAlexander, J. H. Subcultures of Consumption: An Ethnography of the New Bikers. Journal of Consumer Research, 22(1), 43–. 61, 1995. doi:10.1086/209434
Shen, D. Analysis on Marketing Strategies of Tencent Games—Take Honor of Kings as an Example. E3S Web Conf. 235 03028. 2021 DOI: 10.1051/e3sconf/202123503028
Slater, J. S., "Collecting the Real Thing: a Case Study Exploration of Brand Loyalty Enhancement Among Coca-Cola Brand Collectors", in NA - Advances in Consumer Research Volume 27, eds. Stephen J. Hoch and Robert J. Meyer, Provo, UT: Association for Consumer Research, p. 202-208, 2000
Stone, M. (1974). Cross-validation and multinomial prediction. Biometrika, 61(3), 509–515. doi:10.1093/biomet/61.3.509
Swaminathan, V., & Reddy, S. K. Affinity partnering: Conceptualization and issues. In J. N. Sheth, & A. Parvatiyar (Eds.), Handbook of relationship marketing, CA, Thousand Oaks: Sage Publications, p. 381– 405, 2000.
Terlutter, R. & Capella M. L. The Gamification of Advertising: Analysis and Research Directions of In-Game Advertising, Advergames, and Advertising in Social Network Games p. 95-112, 2013 DOI: https://doi.org/10.1080/00913367.2013.774610
Thomson, M., MacInnis, D. J., & Park, C. W. “The Ties That Bind: Measuring the Strength of Consumers’ Emotional Attachments to Brands,” Journal of Consumer Psychology, 15 (1), 77–91, 2005.
Voss, K. E., Spangenberg, E. R., & Grohmann, B. Measuring the Hedonic and Utilitarian Dimensions of Consumer Attitude. Journal of Marketing Research, 40(3), p. 310–320, 2003. https://doi.org/10.1509/jmkr.40.3.310.19238
Washburn, J. H., Till, B. D., & Priluck, R. Brand alliance and customer-based brand equity effects. Psychology and Marketing, 21(7), 487– 508. 2004
Xing, X. & Chalip, L. Effects of Hosting a Sport Event on Destination Brand: A Test of Co-branding and Match-up Models, Sport Management Review, Volume 9, Issue 1, Pages 49-78, ISSN 1441-3523, 2006 Doi: https://doi.org/10.1016/S1441-3523(06)70019-5.
ZiWei, L. Co-branding with mobile games in China: Howfantasyfigures function as marketing tools. University of twente student theses. 2018 Disponível em: < https://essay.utwente.nl/74483/2/ZIWEILI_MA_BMS.pdf >. Acessado em 01/09/2022.
Adams-Price, C & Greene, A. L. Adolescents' secondary attachments to celebrity figures. Sex Roles 23, 335–347 1990. DOI: https://doi.org/10.1007/BF00289224
Ahtola, O. T. "Hedonic and Utilitarian Aspects of Consumer Behavior: an Attitudinal Perspective", in NA - Advances in Consumer Research Volume 12, eds. Elizabeth C. Hirschman and Moris B. Holbrook, Provo, UT: Association for Consumer Research, Pages: 7-10. 1985
Alperstein, N. M. Imaginary social relationships with celebrities appearing in television commercials. Journal of Broadcasting & Electronic Media, 35(1), p. 43–58, 1991. Doi: 10.1080/08838159109364101
Arnold, M. J. & Reynolds K. E. Hedonic shopping motivations. 79(2), 77–95. 2003. doi: 10.1016/s0022-4359(03)00007-1
Bagozzi, R.P., & Yi, Y. On the evaluation of structural equation models. JAMS 16, 74–94, 1988. Doi: https://doi.org/10.1007/BF02723327
Belk, R. W. Possessions and the Extended Self, Journal of Consumer Research, Volume 15, Issue 2, September 1988, Pages 139–168, https://doi.org/10.1086/209154
Bengtsson, A. & Servais, P. Co-branding on industrial markets, Industrial Marketing Management, v. 34, Issue 7, p. 706-713, ISSN 0019-8501, 2005. Doi: https://doi.org/10.1016/j.indmarman.2005.06.004.
Bopp J. A., Mekler E. D., and Opwis K. Negative Emotion, Positive Experience? : Emotionally Moving Moments in Digital Games. InProceedings of the 2016 CHI Conference on HumanFactors in Computing Systems. ACM, 2996–3006. 2016 DOI: http://dx.doi.org/10.1145/2858036.2858227 3
Bose, I., & Yang, X. Enter the Dragon: Khillwar’s Foray into the Mobile Gaming Market of China. Communications of the Association for Information Systems, 29, p. 551-564. 2011. DOI: https://doi.org/10.17705/1CAIS.02929
Bowlby, J. The Bowlby-Ainsworth attachment theory. Behavioral and Brain Sciences, 2(4), 637-638, 1979. doi: 10.1017/S0140525X00064955
Chang, W. A typology of Co-branding Strategy: Position and Classification. Journal of American Academy Business, Cambridge. Mar 2008
Cohen, J. Defining identification: A Theoretical look at the identification of audiences with media characters. Mass Communication & Society, 4(3), 245-264, 2001.
Fornell, C., & Larcker, D. F. Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Business Research, 61(12), pp. 1229-1237. 1981 Doi: 10.2307/3151312
Fournier, S. Consumers and Their Brands: Developing Relationship Theory in Consumer Research. Journal of Consumer Research, 24(4), 343–353. 1998. doi:10.1086/209515
Fullerton, T. Game design workshop: a playcentric approach to creating innovative games. 2rd. Edition CRC press. 2008
Geisser, S. (1974). A predictive approach to the random effect model. Biometrika, 61(1), 101–107. doi:10.1093/biomet/61.1.10
Geylani, T., Inman, J. J., e Hofstede, F. T. Image Reinforcement or Impairment: The Effects of Co-Branding on Attribute Uncertainty. Marketing Science 27(4):730-744. 2008 DOI: https://doi.org/10.1287/mksc.1070.0326
Gil, A. C. Métodos e técnicas de pesquisa social. 6. ed. São Paulo: Atlas, 2008.
Goodwin, J. Research in Psychology: Methods and Design. 7th edition. Wiley, 2013.
Grossman, R. P. Co‐branding in advertising: Developing effective associations. Journal of Product & Brand Management, 6(3), p. 191–201. 1997. DOI: https://doi.org/10.1108/10610429710175709
Guo, Y. and Barnes, S. Why people buy virtual items in virtual worlds with real money. SIGMIS Database, p. 69–76, 2007 https://doi.org/10.1145/1314234.1314247
Hair, J.F.; Sarstedt, M.; Ringle, C.M. e Mena, J. A. An assessment of the use of partial least squares structural equation modeling in marketing research. Journal of the Academy of Marketing Science, v. 40, n.3, p.414–433, 2012.
Hair, J.F.; Hult, T.M.; Ringle, C.M. e Sarstedt, M. A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). Los Angeles: SAGE, 2014.
Hamari, J. e Lehdonvirta, V. Game design as marketing: How game mechanics create demand for virtual goods. International Journal of Business Science and Applied Management. 5. 2011
Hang, Z. Analysis on the Market Strategies of the Game Glory of Kings. Advances in Economics, Business and Management Research, v. 203, p. 3125 – 3129. 2021
Henseler, J., Ringle, C. M., & Sinkovics, R. R. The use of partial least squares path modeling in international marketing. Advances in International Marketing, 20, 277–320. 2009.
Hirschman, E. C. Consumers and Their Animal Companions. Journal of Consumer Research, 20(4), p. 616–632, 1994. doi:10.1086/209374
Hoffner, C. and Buchanan M. Youngadults’ wishful identification with television characters:The role of perceived similarity and character attributes.Media psychology7, 4, 325–351, 2005 DOI: http://dx.doi.org/10.1207/S1532785XMEP0704_2
Holmes, J. G. Social relationships: The nature and function of relational schemas. European Journal of Social Psychology, 30, 2000.
Hulland, J. Use of partial least squares (PLS) in strategic management research: a review of four recent studies. 20(2), p. 195–204, 1999. Doi: 10.1002/(sici)1097-0266(199902)20:2<195::aid-smj13>3.0.co;2-7
LEWIS, B. & PORTER, L. In-Game Advertising Effects: Examining Player Perceptions of Advertising Schema Congruity in a Massively Multiplayer Online Role-Playing Game. Journal of Interactive Advertising. p. 46-60. Jul 2010 DOI: https://doi.org/10.1080/15252019.2010.10722169
Leuthesser L., Kohli C. & Suri R. 2 + 2 = 5? A framework for using co-branding to leverage a brand. Journal of Brand Management vol. 11, no. 1, p. 35–47 2003
Mobile Legends anuncia parceria com Star Wars; Brasil fica fora. 2021. Disponível em: < https://ge.globo.com/esports/noticia/mobile-legends-anuncia-parceria-com-star-wars-brasil-fica-fora.ghtml > Acessado em 08/09/2022.
Leitinho R. R., & Farias, J. S. A Motivação Hedônica no Consumo de Bens Virtuais Cosméticos em Jogos Online. Remark – Revista brasileira de marketing, 2018.
Malär, L.; Krohmer, H.; Hoyer, W. D.; Nyffenegger, B. Emotional Brand Attachment and Brand Personality: The Relative Importance of the Actual and the Ideal Self. Journal of Marketing, 75(4), 35–52, 2011. doi:10.1509/jmkg.75.4.35
Mazodier, M. & Merunka, D. "Beyond brand attitude: Individual drivers of purchase for symbolic cobranded products," Journal of Business Research, Elsevier, vol. 67(7), p. 1552-1558. 2014 DOI: 10.1016/j.jbusres.2014.01.015
Mick, D. G., Demoss, M. Self-Gifts: Phenomenological Insights from Four Contexts. Journal of Consumer Research, 17(3), 1990. doi:10.1086/208560
Mikulincer, M., Hirschberger, G., Nachmias, O., & Gillath, O. The affective component of the secure base schema: affective priming with representations of proximity maintenance. Journal of Personality and Social Psychology, 81, 305-321
Nascimento, J. C. H. B. & Macedo, M. A. S. Modelagem de equações estruturais com mínimos quadrados parciais: um exemplo de aplicação do SmartPLS em pesquisas de contabilidade. Repec – Revista de educação e pesquisa em contabilidade, v 10, n3, p. 289-313, 2016
Prodanov, C. C.; Freitas, E. C. de. Metodologia do trabalho científico: métodos e técnicas da pesquisa e do trabalho acadêmico. 2. ed. Novo Hamburgo: FEEVALE, 2013.
Qi, S., Chun-Chih, C. & Shu-Ming, W. Research of the Attractiveness Factors of MOBA Mobile Games Based on Evaluation Grid Method. Journal of Physics: Conference Series, 2019. Doi:10.1088/1742-6596/1325/1/012004
Rao, A. R., & Ruekert, R. W. Brand alliances as signals of product quality. Sloan Management Review, 36, p. 87– 97, 1994
Ringle, C. M., Silva, da D. & Bido, D. MODELAGEM DE EQUAÇÕES ESTRUTURAIS COM UTILIZAÇÃO DO SMARTPLS. Remark – Revista Brasileira de Marketing. Edição Especial Vol. 13, n. 2. Maio/2014
Rogers, S. Level Up: um guia para o design de grandes jogos. São Paulo: Blucher, 2012.
Rubinstein, I. R. & Parmalee, P. A. Attachment to Place and the Representation of the Life Course by the Elderly, 1992
Schouten, J. W. & McAlexander, J. H. Subcultures of Consumption: An Ethnography of the New Bikers. Journal of Consumer Research, 22(1), 43–. 61, 1995. doi:10.1086/209434
Shen, D. Analysis on Marketing Strategies of Tencent Games—Take Honor of Kings as an Example. E3S Web Conf. 235 03028. 2021 DOI: 10.1051/e3sconf/202123503028
Slater, J. S., "Collecting the Real Thing: a Case Study Exploration of Brand Loyalty Enhancement Among Coca-Cola Brand Collectors", in NA - Advances in Consumer Research Volume 27, eds. Stephen J. Hoch and Robert J. Meyer, Provo, UT: Association for Consumer Research, p. 202-208, 2000
Stone, M. (1974). Cross-validation and multinomial prediction. Biometrika, 61(3), 509–515. doi:10.1093/biomet/61.3.509
Swaminathan, V., & Reddy, S. K. Affinity partnering: Conceptualization and issues. In J. N. Sheth, & A. Parvatiyar (Eds.), Handbook of relationship marketing, CA, Thousand Oaks: Sage Publications, p. 381– 405, 2000.
Terlutter, R. & Capella M. L. The Gamification of Advertising: Analysis and Research Directions of In-Game Advertising, Advergames, and Advertising in Social Network Games p. 95-112, 2013 DOI: https://doi.org/10.1080/00913367.2013.774610
Thomson, M., MacInnis, D. J., & Park, C. W. “The Ties That Bind: Measuring the Strength of Consumers’ Emotional Attachments to Brands,” Journal of Consumer Psychology, 15 (1), 77–91, 2005.
Voss, K. E., Spangenberg, E. R., & Grohmann, B. Measuring the Hedonic and Utilitarian Dimensions of Consumer Attitude. Journal of Marketing Research, 40(3), p. 310–320, 2003. https://doi.org/10.1509/jmkr.40.3.310.19238
Washburn, J. H., Till, B. D., & Priluck, R. Brand alliance and customer-based brand equity effects. Psychology and Marketing, 21(7), 487– 508. 2004
Xing, X. & Chalip, L. Effects of Hosting a Sport Event on Destination Brand: A Test of Co-branding and Match-up Models, Sport Management Review, Volume 9, Issue 1, Pages 49-78, ISSN 1441-3523, 2006 Doi: https://doi.org/10.1016/S1441-3523(06)70019-5.
ZiWei, L. Co-branding with mobile games in China: Howfantasyfigures function as marketing tools. University of twente student theses. 2018 Disponível em: < https://essay.utwente.nl/74483/2/ZIWEILI_MA_BMS.pdf >. Acessado em 01/09/2022.
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11-04-2025
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Sedovim, V. M. B. N., & Korelo, J. C. (2025). Effects of Co-branding and hedonic motivation on attachment to MOBA characters. ReMark - Revista Brasileira De Marketing, 24(2), e28484. https://doi.org/10.5585/2025.28484
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Copyright (c) 2025 Victor Matheus Batista Nascimento Sedovim, Jose Carlos Korelo
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