Sports Marketing and Perceived Value: an application of the conjoint analysis in the Fan Membership Programs of Football
Football is ever present in Brazilians’ lives, and, more than a game, it also involves social and economic relations. Fan Membership Programs (FMPs), based on relationship marketing strategies, are ways to bring the clubs closer to their fans. This paper aims to analyze the perceived value structure...
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| Format: | Article |
| Language: | English |
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FUCAPE Business School
2020-01-01
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| Series: | BBR: Brazilian Business Review |
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| Online Access: | http://www.redalyc.org/articulo.oa?id=123063507001 |
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| author | Pâmela de Souza Dias Plínio Rafael Reis Monteiro |
| author_facet | Pâmela de Souza Dias Plínio Rafael Reis Monteiro |
| author_sort | Pâmela de Souza Dias |
| collection | DOAJ |
| description | Football is ever present in Brazilians’ lives, and, more than a game, it also involves social and economic relations. Fan Membership Programs (FMPs), based on relationship marketing strategies, are ways to bring the clubs closer to their fans. This paper aims to analyze the perceived value structure of FMPs, based on sociodemographic profiles, starting with FMP attributes of the 2016 Brazilian Football Championship series A classified clubs. The data was collected online, and the population consisted of fans of the selected teams. The data was analyzed using the multivariate technique of Conjoint Analysis. It was verified that the general sample for different sociodemographic profiles, the ticket discounts, and prices of the FMP are the most valued attributes. This paper contributes to academy and practice by presenting a capable instrument to describe FMPs’ value perception. In academic terms, it contributes as a sports marketing management study. In addition, the paper could also apply as a tool for the Football clubs’ managers. |
| format | Article |
| id | doaj-art-444b3cd4dbbc425eb5b94d5f7d944d2a |
| institution | Kabale University |
| issn | 1807-734X |
| language | English |
| publishDate | 2020-01-01 |
| publisher | FUCAPE Business School |
| record_format | Article |
| series | BBR: Brazilian Business Review |
| spelling | doaj-art-444b3cd4dbbc425eb5b94d5f7d944d2a2025-02-06T23:39:33ZengFUCAPE Business SchoolBBR: Brazilian Business Review1807-734X2020-01-0117325327410.15728/bbr.2020.17.3.1Sports Marketing and Perceived Value: an application of the conjoint analysis in the Fan Membership Programs of FootballPâmela de Souza DiasPlínio Rafael Reis MonteiroFootball is ever present in Brazilians’ lives, and, more than a game, it also involves social and economic relations. Fan Membership Programs (FMPs), based on relationship marketing strategies, are ways to bring the clubs closer to their fans. This paper aims to analyze the perceived value structure of FMPs, based on sociodemographic profiles, starting with FMP attributes of the 2016 Brazilian Football Championship series A classified clubs. The data was collected online, and the population consisted of fans of the selected teams. The data was analyzed using the multivariate technique of Conjoint Analysis. It was verified that the general sample for different sociodemographic profiles, the ticket discounts, and prices of the FMP are the most valued attributes. This paper contributes to academy and practice by presenting a capable instrument to describe FMPs’ value perception. In academic terms, it contributes as a sports marketing management study. In addition, the paper could also apply as a tool for the Football clubs’ managers.http://www.redalyc.org/articulo.oa?id=123063507001fan membership programsperceived valueconjoint analysissports marketing |
| spellingShingle | Pâmela de Souza Dias Plínio Rafael Reis Monteiro Sports Marketing and Perceived Value: an application of the conjoint analysis in the Fan Membership Programs of Football BBR: Brazilian Business Review fan membership programs perceived value conjoint analysis sports marketing |
| title | Sports Marketing and Perceived Value: an application of the conjoint analysis in the Fan Membership Programs of Football |
| title_full | Sports Marketing and Perceived Value: an application of the conjoint analysis in the Fan Membership Programs of Football |
| title_fullStr | Sports Marketing and Perceived Value: an application of the conjoint analysis in the Fan Membership Programs of Football |
| title_full_unstemmed | Sports Marketing and Perceived Value: an application of the conjoint analysis in the Fan Membership Programs of Football |
| title_short | Sports Marketing and Perceived Value: an application of the conjoint analysis in the Fan Membership Programs of Football |
| title_sort | sports marketing and perceived value an application of the conjoint analysis in the fan membership programs of football |
| topic | fan membership programs perceived value conjoint analysis sports marketing |
| url | http://www.redalyc.org/articulo.oa?id=123063507001 |
| work_keys_str_mv | AT pameladesouzadias sportsmarketingandperceivedvalueanapplicationoftheconjointanalysisinthefanmembershipprogramsoffootball AT pliniorafaelreismonteiro sportsmarketingandperceivedvalueanapplicationoftheconjointanalysisinthefanmembershipprogramsoffootball |