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A influência da ativação de patrocínio no reconhecimento de marca, envolvimento emocional e intenção de compra dos adeptos : o caso da primeira liga de futebol
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A presente dissertação analisa de que forma a ativação de patrocínio, no contexto da Primeira Liga Portuguesa de Futebol, influencia o reconhecimento de marca, o envolvimento emocional e a intenção de compra dos adeptos. A investigação parte de uma visão ampla do patrocínio desportivo enquanto ferramenta estratégica de comunicação, para uma compreensão profunda do papel das ativações na criação de valor para marcas, clubes e adeptos, explorando como estas estratégias potenciam a eficácia do investimento em patrocínio. A pesquisa utilizou uma abordagem mista, que combina a realização de entrevistas semiestruturadas a quatro profissionais com experiência na área dos patrocínios, incluindo dois representantes de clubes da Primeira Liga Portuguesa de Futebol e dois representantes de marcas patrocinadoras, e a aplicação de um inquérito por questionário a adeptos de futebol, que reuniu 408 respostas válidas. Os resultados obtidos demonstraram que as ativações influenciam essencialmente o reconhecimento de marca e o envolvimento emocional, tendo um impacto menos direto na intenção de compra. O estudo confirma que o patrocínio desportivo é uma excelente ferramenta de comunicação, sendo que, a ativação tem um papel cada vez mais relevante para que as marcas se diferenciem e aproveitem da melhor forma os benefícios do patrocínio. No entanto, constatou-se que ainda não existe uma convergência clara entre os adeptos quanto à influência real das ativações no reconhecimento das marcas, no envolvimento emocional com estas e na intenção de compra de produtos ou serviços, apesar de ser evidente o esforço que as marcas e os clubes têm feito para desenvolver ativações inovadoras de carácter relacional, criando experiências memoráveis que estimulam a ligação com os adeptos. Este caminho revela-se essencial para alcançarem o verdadeiro potencial do patrocínio, transformando a visibilidade da marca numa relação duradoura e emocionalmente significativa.
This dissertation analyzes how sponsorship activation, in the context of the Portuguese Football Premier League, influences brand recognition, emotional engagement, and purchase intention of fans. The research starts from a broad view of sports sponsorship as a strategic communication tool, to a deep understanding of the role of activations in creating value for brands, clubs, and fans, exploring how these strategies enhance the effectiveness of sponsorship investment. The research used a mixed approach, combining semi-structured interviews with four professionals with experience in the field of sponsorship, including two representatives of clubs from the Portuguese Football Premier League and two representatives from sponsoring brands, and the application of a questionnaire survey to football fans, which gathered 408 valid responses. The results showed that sponsorship activations essentially influence brand recognition and emotional engagement, having a less direct impact on purchase intention. The study confirms that sports sponsorship is an excellent communication tool, with activation playing an increasingly relevant role for brands to differentiate themselves and make the best use of the benefits of sponsorship. However, it was found that there is still no clear convergence among fans regarding the real influence of activations on brand recognition, emotional engagement with them, and intention to purchase products or services, despite the evident efforts made by brands and clubs to develop innovative relational activations, creating memorable experiences that stimulate connection with fans. This path proves to be essential to reach the true potential of sponsorship, transforming brand visibility into a lasting and emotionally meaningful relationship.
This dissertation analyzes how sponsorship activation, in the context of the Portuguese Football Premier League, influences brand recognition, emotional engagement, and purchase intention of fans. The research starts from a broad view of sports sponsorship as a strategic communication tool, to a deep understanding of the role of activations in creating value for brands, clubs, and fans, exploring how these strategies enhance the effectiveness of sponsorship investment. The research used a mixed approach, combining semi-structured interviews with four professionals with experience in the field of sponsorship, including two representatives of clubs from the Portuguese Football Premier League and two representatives from sponsoring brands, and the application of a questionnaire survey to football fans, which gathered 408 valid responses. The results showed that sponsorship activations essentially influence brand recognition and emotional engagement, having a less direct impact on purchase intention. The study confirms that sports sponsorship is an excellent communication tool, with activation playing an increasingly relevant role for brands to differentiate themselves and make the best use of the benefits of sponsorship. However, it was found that there is still no clear convergence among fans regarding the real influence of activations on brand recognition, emotional engagement with them, and intention to purchase products or services, despite the evident efforts made by brands and clubs to develop innovative relational activations, creating memorable experiences that stimulate connection with fans. This path proves to be essential to reach the true potential of sponsorship, transforming brand visibility into a lasting and emotionally meaningful relationship.
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Ativação de patrocínio Marketing desportivo Patrocínio desportivo Reconhecimento de marca Envolvimento emocional Intenção de compra Futebol Primeira liga portuguesa de futebol Sponsorship activation Sports marketing Sports sponsorship Brand recognition Emotional engagement Purchase intention Football Portuguese football premier league
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Sem licença CC