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Antecedentes da atitude e da imagem de marca do patrocínio e suas influências na intenção de compra
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Orientador(es)
Resumo(s)
No contexto atual as organizações procuram muitas vezes posicionar-se através de
patrocínios, sendo uma forma mais leve de mostrar a marca sem ser estritamente
comercial. Deste modo, é importante perceber os fatores que influenciam um
consumidor quando é exposto a um patrocínio, e também os antecedentes da intenção de
compra, de maneira a poder otimizar a imagem de marca que têm do patrocínio, como
também a sua atitude a estas marcas que pretendem associar-se ao seu clube de futebol.
A presente dissertação investiga os antecedentes da intenção de compra de um
adepto e por sua vez, os antecedentes da atitude em relação à marca a associada e à
imagem de marca do patrocínio. Para isso, foi realizado um estudo de natureza
explanatória, visto que pretende verificar a relação de causa e efeito das variáveis,
recorrendo à elaboração de um questionário partilhado online, que obteve 225 respostas,
para deste modo perceber a atitude em relação à marca associada, a imagem de marca e
por fim, os antecedentes da intenção de compra.
Ao analisar os resultados, verifica-se que a congruência entre o clube e o patrocínio
é o fator que mais influencia positivamente quer a atitude em relação à marca associada,
quer a imagem de marca do patrocínio, embora o envolvimento do adepto também seja
um fator importante. Estes dois fatores influenciam positivamente a intenção de compra,
especialmente a atitude em relação à marca associada. Deste modo, as organizações que
pretendem entrar no mercado desportivo devem dar importância à atitude em relação à
marca associada e à imagem de marca do patrocínio, melhorando através da
congruência entre o clube e o patrocínio, como também do envolvimento do adepto,
para conseguir deste modo otimizar a intenção de compra do consumidor.
In the current context organizations often try to position themselves through sponsorships, being a smoother way of showing the brand without being strictly commercial. Therefore, it is important to understand the factors that influence a consumer when he is exposed to a sponsorship, and the antecedents of the purchase intention, to optimize the brand image that they have of the sponsorship, as well as their attitude towards these brands that intend to be associated with their football club. The present dissertation investigates the antecedents of a supporter's purchase intention and in turn, the antecedents of the attitude towards the associated brand and the brand image of the sponsorship. To this purpose, a study of explanatory nature was conducted, since it intends to verify the cause and effect relationship of the variables, resorting to the development of a questionnaire shared online, which obtained 225 answers, in order to understand the attitude towards the associated brand, the brand image and finally, the antecedents of the purchase intention. An analysis of the results shows that congruence between the club and the sponsorship is the key factor that most positively influences both attitude towards the associated brand and sponsorship brand image, although involvement with the supporter is also an important factor. These two factors positively influence purchase intention, especially attitude towards the associated brand. Therefore, organizations wishing to enter the sports market should give importance to the attitude towards the associated brand and the sponsorship brand image, improving through congruence between club and sponsorship, as well as the involvement with the supporter, to optimize consumer purchase intention.
In the current context organizations often try to position themselves through sponsorships, being a smoother way of showing the brand without being strictly commercial. Therefore, it is important to understand the factors that influence a consumer when he is exposed to a sponsorship, and the antecedents of the purchase intention, to optimize the brand image that they have of the sponsorship, as well as their attitude towards these brands that intend to be associated with their football club. The present dissertation investigates the antecedents of a supporter's purchase intention and in turn, the antecedents of the attitude towards the associated brand and the brand image of the sponsorship. To this purpose, a study of explanatory nature was conducted, since it intends to verify the cause and effect relationship of the variables, resorting to the development of a questionnaire shared online, which obtained 225 answers, in order to understand the attitude towards the associated brand, the brand image and finally, the antecedents of the purchase intention. An analysis of the results shows that congruence between the club and the sponsorship is the key factor that most positively influences both attitude towards the associated brand and sponsorship brand image, although involvement with the supporter is also an important factor. These two factors positively influence purchase intention, especially attitude towards the associated brand. Therefore, organizations wishing to enter the sports market should give importance to the attitude towards the associated brand and the sponsorship brand image, improving through congruence between club and sponsorship, as well as the involvement with the supporter, to optimize consumer purchase intention.
Descrição
Mestrado Bolonha em Marketing
Palavras-chave
Intenção de Compra Atitude Imagem de Marca Envolvimento Congruência Identificação Com o Clube Futebol Patrocínio Purchase Intention Attitude Brand Image Involvement Congruence Identification with the Club Football Sponsorship
Contexto Educativo
Citação
Martins, Tiago Miguel Ferreira Raposo (2022). “Antecedentes da atitude e da imagem de marca do patrocínio e suas influências na intenção de compra”. Dissertação de Mestrado. Universidade de Lisboa. Instituto Superior de Economia e Gestão
Editora
Instituto Superior de Economia e Gestão