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O papel da distância geográfica no brand love no futebol e as suas consequências : o caso do Sport Lisboa e Benfica
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O futebol tem tido cada vez mais destaque, sendo o desporto mais popular da atualidade. Adeptos de todas as partes do mundo apoiam uma ou várias equipas, sentindo por elas uma forte ligação, diferente daquela sentida por marcas noutros contextos. O fenómeno da globalização, com a evolução das tecnologias e dos transportes, permitiu que os adeptos pudessem assistir aos jogos e seguir as equipas por meios alternativos, facilitando-se também a deslocação aos estádios. Têm surgido inúmeros estudos acerca do amor sentido pelos adeptos. No entanto, poucos abordam a questão da distância geográfica. Esta investigação teve como objetivo perceber o seu impacto no brand love e nos comportamentos dos adeptos do Sport Lisboa e Benfica, respeitantes à sua lealdade, intenção de compra de merchandising e intenção de assistir aos jogos, para averiguar se a distância funciona como um fator determinante nas suas atitudes. Paralelamente, procurouse analisar o papel do brand love como fator influenciador destas variáveis. Os dados foram obtidos de uma amostra de 282 participantes, através de um questionário online aplicado aos adeptos do clube que habitassem a mais de 160 km do Estádio da Luz, tendo sido posteriormente analisados através de uma Modelação de Equações Estruturais (SEM). Contrariamente ao esperado, não se verificou uma relação estatisticamente significativa entre a distância geográfica e as restantes variáveis, rejeitando-se as respetivas hipóteses. Por outro lado, constatou-se que o brand love influencia, ainda que moderadamente, os comportamentos dos adeptos, revelando-se o principal fator responsável pelas suas atitudes para com o clube e a sua marca, ao invés da distância. Contribui-se, assim, para a literatura ao reforçar o peso desta ligação emocional no contexto desportivo, sugerindo que os clubes devem procurar estratégias de marketing que aumentem essa ligação, independentemente da localização dos seus adeptos. Além disso, serve de base para outros estudos centrados na proximidade geográfica e nas especificidades dos adeptos à distância, surgindo como uma investigação original neste âmbito.
Football has been gaining greater relevance, being the most popular sport worldwide. Fans from all over the world support one or more teams, developing a strong bond with them which differs from the connection felt towards brands in other contexts. The phenomenon of globalization, along with the advances in technology and transportation, made it possible for fans to watch matches and follow teams through alternative channels, while also making it easier to travel to stadiums. Numerous studies have examined the love supporters feel for their teams. However, very few address the impact of geographic distance. This research aimed to understand how geographic distance affects brand love and the behaviours of Sport Lisboa e Benfica supporters, regarding their loyalty, intention to purchase merchandise and intention to attend matches, in order to verify whether this would be a determining factor in their attitudes. Additionally, the study examined the role of brand love as an influencing factor on these variables. The data was collected from a sample of 282 participants, via an online questionnaire applied to fans living more than 160 km away from Estádio da Luz, and analysed using Structural Equation Modeling (SEM). Contrary to expected, the results did not reveal a statistically significant relationship between geographic distance and the rest of the variables, which led to the rejection of the respective hypotheses. On the other hand, brand love was found to moderately influence fan behaviour, being the main factor responsible for their attitudes towards the club and its brand, rather than distance. This study contributes to the literature by highlighting the importance of this emotional connection in the sports context, suggesting that clubs should develop marketing strategies that increase this bond, regardless of the location of their fans. Furthermore, it serves as a basis for future research focusing on the geographic proximity and the specifications of long distance fans, representing an original contribution to this field.
Football has been gaining greater relevance, being the most popular sport worldwide. Fans from all over the world support one or more teams, developing a strong bond with them which differs from the connection felt towards brands in other contexts. The phenomenon of globalization, along with the advances in technology and transportation, made it possible for fans to watch matches and follow teams through alternative channels, while also making it easier to travel to stadiums. Numerous studies have examined the love supporters feel for their teams. However, very few address the impact of geographic distance. This research aimed to understand how geographic distance affects brand love and the behaviours of Sport Lisboa e Benfica supporters, regarding their loyalty, intention to purchase merchandise and intention to attend matches, in order to verify whether this would be a determining factor in their attitudes. Additionally, the study examined the role of brand love as an influencing factor on these variables. The data was collected from a sample of 282 participants, via an online questionnaire applied to fans living more than 160 km away from Estádio da Luz, and analysed using Structural Equation Modeling (SEM). Contrary to expected, the results did not reveal a statistically significant relationship between geographic distance and the rest of the variables, which led to the rejection of the respective hypotheses. On the other hand, brand love was found to moderately influence fan behaviour, being the main factor responsible for their attitudes towards the club and its brand, rather than distance. This study contributes to the literature by highlighting the importance of this emotional connection in the sports context, suggesting that clubs should develop marketing strategies that increase this bond, regardless of the location of their fans. Furthermore, it serves as a basis for future research focusing on the geographic proximity and the specifications of long distance fans, representing an original contribution to this field.
Descrição
Palavras-chave
Distância geográfica Amor à marca Lealdade Intenção de compra intenção de assistir aos jogos Comportamento do adepto Marketing Desportivo Geographic distance Brand love Loyalty Intention to purchase merchandise Intention to attend matches Supporter behaviour Sports marketing
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Licença CC
Sem licença CC