Football brand managers perspectives how to deal with fans emotions

Football brand managers are part of the sport industry. With structured in-depth personal interviews to seven of the top half Portuguese football clubs, our aim is to have a deeper knowledge about the professional perspective, strategies and actions to attract fans and maintain their relationship with the club (i.e. brand). Negativity effect, fan identity, and memory are the three major themes that emerged and also discussed in the light of known literature.info:eu-repo/semantics/publishedVersio

How can stimuli and emotions help increase brand advocacy

The current study aims to explore if Information/Content, Interactive Features, and Design-Visual appeal influences consumers emotional states of Pleasure, Arousal, and Dominance (PDA), leading to brand advocacy as an outcome. Therefore, our goal is to understand which stimuli of experience exercises more effect on the three emotional states (PDA) and which of these three better influence Brand Advocacy. Data from 183 users of CGM were analysed through structural equation modelling (SmarthPLS2.0) and the findings show that all the aforementioned stimuli influence online PDA. Findings also suggest that all PDA dimensions influence Brand Advocacy.info:eu-repo/semantics/acceptedVersio

Sacrifice for a brand: Three expert visions of the fans relationships towards a football club

This research was carried out with the aim of contributing to understanding of the concept of sacrifice associated with marketing and the relationship between brand and consumer. Fundamentally what we want to know is, in general, what leads someone to make sacrifices for a brand. We seek a “deep understanding of the actors, interactions, sentiments, and behaviors occurring for a specific process through time” (Woodside, 2010, p. 6). The areas of philosophy, journalism and football analysis were chosen because of the broad spectrum in society. There are two main objectives: 1st to search for a different perspective to understand the phenomenon; 2nd to have a global idea about football and fans. This is another step towards understanding the fans, the environment, the context and also the football phenomenon in a broader perspective.info:eu-repo/semantics/publishedVersio

Effect of current corrugations on the stability of the tearing mode

The generation of zonal magnetic fields in laboratory fusion plasmas is predicted by theoretical and numerical models and was recently observed experimentally. It is shown that the modification of the current density gradient associated with such corrugations can significantly affect the stability of the tearing mode. A simple scaling law is derived that predicts the impact of small stationary current corrugations on the stability parameter $\Delta'$. The described destabilization mechanism can provide an explanation for the trigger of the Neoclassical Tearing Mode (NTM) in plasmas without significant MHD activity.Comment: Accepted to Physics of Plasma

Advertising and country-of-origin images as sources of brand equity and the moderating role of brand typicality

Purpose: This research has two main purposes: (i) to explore the influence of an individual’s attitude towards advertising and country-of-origin images (brand origin and country of manufacture) on brand equity creation; and (ii) to investigate how brand typicality moderates the effect of brand origin macro image on perceived quality. Design/methodology/approach: The data to test the hypotheses were elicited from a consumer survey in the Greater Lisbon area (305 Portuguese consumers). The product category of smartphones was selected for two main reasons: (i) it has not been extensively analysed in previous studies on the subject of brand equity; (ii) it is a device well-known to Portuguese consumers (particularly in the Greater Lisbon area). Three criteria guided the selection of the brands. The first criterion is to select brands which are well-known to consumers. The second is to choose brands with a distinctive brand origin and a main country of manufacture. The third and final criterion is to consider brands in different positions in the brand ranking. In order to estimate structural path coefficients, R2, Q2, and Bootstrap techniques, the current study employs the Partial Least Squares (PLS) approach. Findings: The results show that individuals' attitudes towards advertisements have a positive impact on brand equity creation, whereas those towards the country of manufacture do not significantly influence brand equity creation. Attitudes towards brand origin only have a partial influence. Brand typicality, however, exerts a significant direct effect on brand equity dimensions and, hence, does not have a significant moderating effect. Research limitations/implications: The authors suggest analysing the influence of country-of-origin on dimensions of brand equity considering consumer segmentation, types of industry and a range of brands, as well as different levels of consumer involvement with the product category. Several brands with the same country-of-origin should be analysed in order to understand whether the effects on brand equity depend on the product category. Although the current study is a first attempt to combine the potential effect of individuals' attitudes towards advertisements and country-of-origin on creating brand equity, further research should examine additional potential antecedents of brand equity. Finally, cross-cultural studies are recommended. Practical implications: Regarding managerial implications, three main aspects should be taken into consideration. First, creative, original and different advertising strategies are more effective than the country-of-origin in creating brand equity and, consequently, in building loyalty among smartphone consumers. Secondly, consumers do not tend to care about the place, country or region where the smartphone is produced, but the image of the country where the brand originated may be important. Finally, managers should be aware that, at least, in the smartphone sector, the way consumers create favourable associations with the brand and typicality, trust the company and consider it good value for money, are more effective in building brand loyalty than the perceived quality of the product/brand. Social implications: Relating to the interrelationship between country-of-origin and brand equity, the results of the current study prove that the effects of country-of-origin are category specific. Therefore, more studies focused on other contexts of products and brands are still needed to know in more detail how country-of-origin exerts an influence on brand equity dimensions. Even within a product category context, the results can depend on individual brands being analysed. Originality/value: To the knowledge of the authors, this study is the first to investigate the dual (simultaneous) effect of individuals’ attitudes towards advertisements and country-of-origin images on brand equity dimensions. Adding to the originality of the paper, the category of smartphone with respect to brand equity has not been extensively analysed in previous studies.info:eu-repo/semantics/acceptedVersio

Una revision sistemática del compromiso del consumidor: síntesis y agenda de investigacion

Purpose – This paper aims to review the existing literature about consumer engagement, provide an accurate mapping of this research field, propose a consumer engagement typology and a conceptual framework and offer a research agenda for this domain. Design/methodology/approach – A systematic literature review using several quality filters was performed, producing a top-quality pool of 41 papers. After that, a text mining analysis was conducted, and five major research streams emerged. Findings – This paper proposes five distinct research streams based on the text mining analysis, namely, consumer engagement, online brand community engagement, consumer-brand engagement, consumer engagement behaviours and media engagement. Based on this, a consumer engagement typology and a conceptual framework are suggested and a research agenda is proposed. Originality/value – This paper presents scientific value and originality because of the new character of the topic and the research methods used. This research is the first study to perform a systematic review and using a text-mining approach to examine the literature on consumer engagement. Based on this, the authors define consumer engagement typology. A research agenda underlining emerging future research topics for this domain is also proposed.info:eu-repo/semantics/publishedVersio

Customer engagement: Growing relevance in marketing research

Within marketing research, the number of studies about customer engagement has been growing, emerging mainly after 2005 (Brodie et al., 2011), which reflects the increasing interest of researchers on the topic. The purpose of this study is to provide a systematic literature review to answer to the research question: “What marketing research has been conducted on customer engagement until now and what could be future avenues for research?”info:eu-repo/semantics/publishedVersio

Configuration of self-organizing informality: socio-spatial dynamic in favelas

This paper aims to discuss on spatial patterns found in favelas throughout di erent cities worldwide, as they seem to reproduce similar con gurations and urban dynamics despite its diverse local contexts. The purpose is to explore these patterns in order to understand its social behaviour and address urban informality issues through it. To see how resilience seems to be inherent to such spaces, that grow vibrant, complex and dynamic global structures emerging and self-organizing from segregation in city space. It pursues the acknowledgement of structural morphological patterns of informality production, those genotypic characteristics that seem to be independent on culture, and might be representative of these social patterns commonly observed worldwide. Favela is observed in this study as a complex, self-organized entity, whose contrast to o cial city relies on its “bottom up” structure. It tends to follow natural rules of organization instead of formal urban strategies. Space Syntax (Hillier and Hanson, 1984) is the theoretical and methodological approach applied, through which it is possible to investigate these peculiar spatial patterns in favela, comparing several cases in Latin America, Africa and Asia. The analyses are based on axial and segment maps. Investigated variables are connectivity, local and global integration, mean depth, synergy, intelligibility, angular Choice, number and length of axes, and number and length of segments, compactness, normalized angular integration and choice for segment comparison. Findings show favela as an entity that maximises use and space into strong fragmented spatial structures, which provides the labyrinthic perception of users, but also accentuates spatial hierarchy. Topography is critical to the understanding of favela’s performance. The more accentuated, the more fragmented, labyrinthic and endogenous. Nevertheless, most analysed favelas locate in at areas and, therefore, present a tendency to better articulate with the surroundings, resulting in a softer in- and-out transition. Such topological performance seems better than Brazilian cities (Medeiros, 2013), which points out favela’s organizing structure as a possible model that could be adopted to re ne the con gurational performance of cities

Consumer-brand engagement through website stimuli

Previous studies concerning consumer engagement have been dedicated to conceptualize the construct and proposing scales to measure it (Van Doorn et al. 2010; Bolton 2011; Bijmolt et al. 2010; Brodie et al. 2011; Hollebeek et al. 2014). Yet, further research has been suggested in those studies regarding antecedents and outcomes of online consumer engagement. The following questions remain open: what drives consumers to be online engaged? And what are the outcomes of being online engaged? The aim of the current research is to contribute to the fulfillment of this gap in the literature, analyzing which dimensions of online stimuli with websites exercise more effect on online engagement and which of this dimensions’ most influence brand advocacy

Love and respect in the soccer industry

WOS:000427297600234 (Nº de Acesso Web of Science)info:eu-repo/semantics/acceptedVersio