Please use this identifier to cite or link to this item: http://hdl.handle.net/11328/3753
Title: Sacrifice for a brand: three expert visions of the fans relationships toward a football club
Authors: Cayolla, Ricardo
Loureiro, Sandra
Keywords: Sacrifice
Fans
Football
Brand
Relationships
Issue Date: 2020
Citation: Cayolla, R., & Loureiro, S. M. C. (2020). Sacrifice for a brand: three expert visions of the fans relationships toward a football club. Comunicação apresentada na 2020 Global Marketing Conference [Virtual Conference], Seoul, 5-8 November 2020. Disponível no Repositório UPT, http://hdl.handle.net/11328/3753
Abstract: 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.
URI: http://hdl.handle.net/11328/3753
Appears in Collections:REMIT - Comunicações a Congressos Internacionais / Papers in International Meetings

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