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Abstract(s)
O Patrocínio é uma acção com características diferenciadas, que ao ser usadas em determinados objectivos, pode resultar em valor para a marca e assume-se como um factor importante no desporto em geral, seja através de eventos ou equipas às quais está associado.
Partindo da temática relacionada com o patrocinador desportivo, esta investigação teve como objectivo principal conhecer os elementos que influenciam a identificação e principalmente a atitude dos adeptos, face ao patrocinador do clube que apoiam.
Para isso, realizou-se um estudo que contemplou adeptos de dois clubes, o Sporting Clube da Covilhã e a Associação Desportiva do Fundão, com base em questionários, realizando-se uma análise quantitativa. Posteriormente, foi testado um modelo conceptual, através de um sistema de equações estruturais.
Os resultados indicam que, aparentemente, no caso dos clubes pequenos e com projecção maioritariamente local ou regional, apresar da elevada identificação dos adeptos com o clube, esta não se materializa integralmente no desenvolvimento da preferência pela marca patrocinadora.
Espera-se que os resultados do estudo vão ao encontro dos objectivos a que nos propusemos, perceber se os adeptos se identificam e apresentam atitude em relação ao patrocinador do seu clube, visualizando também o tipo de relação que os adeptos têm com o clube.
Sponsorship is an action with different characteristics, which being used in certain goals, might result in value to the mark and assume itself as a major factor in sports in general, rather through sporting events or teams which are associated with. Starting from the thematic related to the sporting sponsor, this investigation had as main goal to know better the elements that might influence the identification and mainly the supporters attitude, towards the sponsor of the clubs that they support. For that, a study has been made concerning supporters from two clubs, Sporting Clube da Covilhã and Associação Desportiva do Fundão, on the basis of questionnaires, carrying out a quantitative analysis. Subsequently, a conceptual model has been tested, through a system of structural equations. Apparently, the results show that in the case of smaller clubs mostly with local or regional projection, in spite of the high identification of the supporters with the clubs, it doesn’t materialize completely on the development of the preference by the sponsor mark. We expect that the results of the study run into the propose goals, realize if the supporters identify themselves and show some attitude towards the sponsor of their club, also visualizing the kind of relationship between the supporters and the club.
Sponsorship is an action with different characteristics, which being used in certain goals, might result in value to the mark and assume itself as a major factor in sports in general, rather through sporting events or teams which are associated with. Starting from the thematic related to the sporting sponsor, this investigation had as main goal to know better the elements that might influence the identification and mainly the supporters attitude, towards the sponsor of the clubs that they support. For that, a study has been made concerning supporters from two clubs, Sporting Clube da Covilhã and Associação Desportiva do Fundão, on the basis of questionnaires, carrying out a quantitative analysis. Subsequently, a conceptual model has been tested, through a system of structural equations. Apparently, the results show that in the case of smaller clubs mostly with local or regional projection, in spite of the high identification of the supporters with the clubs, it doesn’t materialize completely on the development of the preference by the sponsor mark. We expect that the results of the study run into the propose goals, realize if the supporters identify themselves and show some attitude towards the sponsor of their club, also visualizing the kind of relationship between the supporters and the club.
Description
Keywords
Patrocínio desportivo - Adeptos Patrocínio - Patrocinador Patrocínio - Clube desportivo Patrocínio desportivo