Please use this identifier to cite or link to this item: http://hdl.handle.net/11328/3729
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dc.contributor.authorCayolla, Ricardo-
dc.contributor.authorSantos, José-
dc.date.accessioned2021-10-20T09:29:23Z-
dc.date.available2021-10-20T09:29:23Z-
dc.date.issued2021-03-
dc.identifier.citationCayolla R.R., & Santos J.P.M. (2021). Calling for the Study of the Neuroscience of the Sports Fan Consumer. In: Rocha Á., Reis J.L., Peter M.K., Cayolla R., Loureiro S., Bogdanović Z. (eds.), Marketing and Smart Technologies. Smart Innovation, Systems and Technologies (vol. 205, pp.295-307). Springer, Singapore. https://doi.org/10.1007/978-981-33-4183-8_24. Disponível no Repositório UPT, http://hdl.handle.net/11328/3729pt_PT
dc.identifier.isbn978-981-33-4183-8_24-
dc.identifier.urihttp://hdl.handle.net/11328/3729-
dc.description.abstractSports fans and fandoms are special (and extreme) cases of the consumerbrand relationship concept. The implications for markets may be positive (e.g., purchasing merchandizing), but also negative (e.g., ostracizing rivals’ sponsors). Such behavior calls for a deeper understanding, but traditional market research methods tend to fail to capture the underlying unconscious/emotion dimensions. Here, we explore the pertinent concepts (brands, self-construal, consumer-brand relationships, brand communities and tribes, and fan identity) and suggest the participation of consumer neuroscience to tackle the neural and psychological grounds of fan behavior.pt_PT
dc.language.isoengpt_PT
dc.publisherSpringerpt_PT
dc.rightsrestrictedAccesspt_PT
dc.rights.urihttp://creativecommons.org/licenses/by/4.0/pt_PT
dc.subjectConsumer neurosciencept_PT
dc.subjectSportspt_PT
dc.subjectFanpt_PT
dc.titleCalling for the Study of the Neuroscience of the Sports Fan Consumerpt_PT
dc.typeconferenceObjectpt_PT
dc.peerreviewedyespt_PT
degois.publication.firstPage295pt_PT
degois.publication.lastPage307pt_PT
degois.publication.volume205pt_PT
degois.publication.titleSmart Innovation, Systems and Technologiespt_PT
dc.identifier.doi10.1007/978-981-33-4183-8_24pt_PT
Appears in Collections:REMIT - Publicações em Livros de Atas Internacionais / Papers in International Proceedings

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