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Abstract(s)
A importância de uma marca ter uma reputação positiva torna-se especialmente relevante
num contexto como o atual, marcado pela grande influência das redes sociais, em que uma
pessoa apenas com um comentário tem o poder de influenciar positiva ou negativamente a
forma como a marca é percecionada pelo público em geral.
Esta dissertação de mestrado tem como objetivo responder à pergunta: Será que as
campanhas de marketing da Federação Portuguesa de Futebol (FPF) ajudam a promover uma
reputação positiva das diferentes modalidades do futebol em Portugal? A escolha desta
pergunta e deste tema para investigar visa trabalhar numa temática pouco explorada até à
data em termos de investigação no nosso país, a comunicação e o marketing desportivo.
A investigação parte de uma revisão de literatura que pretende, em primeiro lugar,
compreender o marketing e o novo consumidor. Segue-se um segundo capítulo no qual
apresentamos conceitos e noções relevantes sobre reputação, identidade e imagem de uma
organização, bem como as diferenças e complementaridades entre as três noções. Por fim,
no último capítulo abordamos a relação entre o marketing e o desporto.
Na segunda parte da dissertação, apresenta-se a investigação empírica, tendo-se utilizado
uma abordagem mista. Realizou-se um inquérito que teve 204 respostas; três entrevistas a
profissionais da área desportiva; e ainda uma análise de conteúdo a campanhas de marketing
da marca FPF.
A análise e reflexão finais permitem concluir que a marca FPF tem uma reputação positiva
e que as suas campanhas de marketing, entre outros fatores, ajudam a promover uma boa
reputação das modalidades do futebol em Portugal.
The importance of a brand having a positive reputation is an especially relevant fact in a context like the current one, marked by the great influence of social networks, in which a person with only one comment has the power to influence positively or negatively the way the brand is perceived by the public. This master's thesis aims to answer the question: Do the marketing campaigns of the Portuguese Football Federation (FPF) help to promote a positive reputation for the various types of football in Portugal? The choice of this question and topic to investigate aims to work on a theme that has not been explored so far in terms of research in our country, communication and sports marketing. The research starts from a literature review that aims, firstly, to understand marketing and the new consumer. In the second chapter we discuss about the concepts like the organization's reputation, identity and image, as well as the differences and complementarities between the three notions. Finally, in the last chapter we discussed the relationship between marketing and sport. In the second part of the dissertation, empirical research is presented, using a mixed approach. We conducted a survey that had 204 responses; three interviews with professionals in the sports field; and, also a content analysis of FPF brand marketing campaigns. Our final analysis and reflection allow us to conclude that the FPF brand has a positive reputation and that its marketing campaigns, among other factors, help to promote a good reputation for the various types of football in Portugal.
The importance of a brand having a positive reputation is an especially relevant fact in a context like the current one, marked by the great influence of social networks, in which a person with only one comment has the power to influence positively or negatively the way the brand is perceived by the public. This master's thesis aims to answer the question: Do the marketing campaigns of the Portuguese Football Federation (FPF) help to promote a positive reputation for the various types of football in Portugal? The choice of this question and topic to investigate aims to work on a theme that has not been explored so far in terms of research in our country, communication and sports marketing. The research starts from a literature review that aims, firstly, to understand marketing and the new consumer. In the second chapter we discuss about the concepts like the organization's reputation, identity and image, as well as the differences and complementarities between the three notions. Finally, in the last chapter we discussed the relationship between marketing and sport. In the second part of the dissertation, empirical research is presented, using a mixed approach. We conducted a survey that had 204 responses; three interviews with professionals in the sports field; and, also a content analysis of FPF brand marketing campaigns. Our final analysis and reflection allow us to conclude that the FPF brand has a positive reputation and that its marketing campaigns, among other factors, help to promote a good reputation for the various types of football in Portugal.
Description
Keywords
Marketing desportivo Reputação Consumidor desportivo Redes sociais Campanhas de marketing Modalidades do futebol Sports marketing Reputation Sports consumer Social networks Marketing campaigns Football modalities