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A Identificação dos adeptos, a congruência e a intenção de compra no patrocínio ao futebol profissional
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Na área do desporto, o futebol continua a ser a grande distância a atividade mais intensamente patrocinada (Buhler et al., 2007), conseguiu contratos de patrocínio no montante de 4,5 biliões de dólares (IFM, 2012). Em Portugal, o número de espectadores dos jogos da liga profissional aumentou para 3,091 milhões (LPFP, 2015). O nível de identificação dos adeptos com a equipa desportiva tem sido utilizado como determinante das respostas ao patrocínio, no entanto, o papel exercido pela congruência percebida entre o patrocinador e a equipa carece de avaliação no âmbito da eficácia do patrocínio. Objetivos: Determinar em que medida é que a identificação dos adeptos com a equipa desportiva atua sobre a congruência entre o patrocinador e a equipa e sobre a intenção de compra dos produtos do patrocinador, e determinar a influência da congruência entre o patrocinador e a equipa sobre a formação da intenção de compra. Métodos: A amostra foi constituída por 1.399 adeptos de uma equipa de futebol profissional da primeira Liga de Portugal. Foi utilizada a ‘Structural Equation Model – SEM’. Resultados: A identificação dos adeptos com a equipa desportiva atuou positiva e significativamente sobre a congruência percebida, a qual exerceu efeitos positivos significativos sobre a formação da intenção de compra. A congruência percebida mediou parcialmente os efeitos entre a identificação com a equipa desportiva e a intenção de compra. Conclusões: Os adeptos com maior nível de identificação com a equipa percecionam maior congruência entre a empresa e a equipa e manifestam uma maior propensão relativamente à intenção de compra produtos da empresa patrocinadora.
In sport, football remains the great distance the most heavily sponsored activity (Buhler et al., 2007), managed to sponsorship contracts amounting to 4.5 billion dollars (IFM, 2012). In Portugal, the number of spectators of professional league games increased to 3.091 million (LPFP, 2015). The level of identification of supporters with the sports teams has been used as a determinant of the responses to sponsorship, however, the role played by the congruence perceived between the sponsor and the team needs assessment within the effectiveness of sponsorship. Goals: Determine extent to which the identification of fans with the sports teams acts on the congruence between the sponsor and the team and acts on the intention to purchase the sponsor's products. Determine the influence of congruence between the sponsor and the team on purchase intent. Methods: The sample was composed of 1.399 supporters of a professional football team of the first league of Portugal. We used the 'Structural Equation Model - SEM'. Results: The identification of fans with the sports teams acted positively and significantly on the perceived congruence, which exerted significant positive effects on the formation of purchase intention. Perceived congruity partially mediated the effects of identification with the sports teams and purchase intent. Conclusions: The fans with the highest level of identification with the teams perceive greater congruence between the company and the team and show a greater propensity regarding the intention to purchase products from the sponsoring company.
In sport, football remains the great distance the most heavily sponsored activity (Buhler et al., 2007), managed to sponsorship contracts amounting to 4.5 billion dollars (IFM, 2012). In Portugal, the number of spectators of professional league games increased to 3.091 million (LPFP, 2015). The level of identification of supporters with the sports teams has been used as a determinant of the responses to sponsorship, however, the role played by the congruence perceived between the sponsor and the team needs assessment within the effectiveness of sponsorship. Goals: Determine extent to which the identification of fans with the sports teams acts on the congruence between the sponsor and the team and acts on the intention to purchase the sponsor's products. Determine the influence of congruence between the sponsor and the team on purchase intent. Methods: The sample was composed of 1.399 supporters of a professional football team of the first league of Portugal. We used the 'Structural Equation Model - SEM'. Results: The identification of fans with the sports teams acted positively and significantly on the perceived congruence, which exerted significant positive effects on the formation of purchase intention. Perceived congruity partially mediated the effects of identification with the sports teams and purchase intent. Conclusions: The fans with the highest level of identification with the teams perceive greater congruence between the company and the team and show a greater propensity regarding the intention to purchase products from the sponsoring company.
Descrição
Palavras-chave
adeptos de futebol congruência identificação com a equipa Intenção de compra patrocínio congruency football fans purchase intentions sponsorship team identification
Contexto Educativo
Citação
Silva, A. (2019). A Identificação dos adeptos, a congruência e a intenção de compra no patrocínio ao futebol profissional. Revista da Unidade de Investigação do Instituto Politécnico de Santarém (UIIPS), 7(2), 242-256.
Editora
Instituto Politécnico de Santarém