The impact of brand equity on satisfaction of football fans in Brazil

Authors

  • Yves Miranda Research Group in Sport and Management (GEquip - ESEF/UPE) - University of Pernambuco - Brazil https://orcid.org/0000-0001-5733-9951
  • Marcos Barros Filho Research Group in Sport and Management (GEquip ESEF/UPE) - University of Pernambuco - Brazil https://orcid.org/0000-0001-6582-1043
  • Jorge Eduardo Maciel Gonçalves Silva Research Group in Sport and Management (GEquip - ESEF/UPE) / University of Porto - Portugal https://orcid.org/0000-0001-8070-3862
  • Carlos Augusto Mulatinho de Queiroz Pedroso Research Group in Sport and Management (GEquip - ESEF/UPE) - University of Pernambuco - Brazil https://orcid.org/0000-0003-0139-856X

DOI:

https://doi.org/10.47197/retos.v56.102036

Keywords:

marketing, consumer behavior, organziation and administration

Abstract

. Although the literature points to the influence of brand equity on the satisfaction of football fans, the analysis of new realities can help managers' decision-making as a whole. The purpose was to analyze the impact of brand equity on the satisfaction of football fans in Brazil. The study was conducted in two phases. The first one consisted of the adaptation and pre-test of the instrument. The second one was composed by the measurement model of the scale and analysis of the structural model, from the online data collection of 217 fans. The data was analyzed through Structural Equation Modeling in Amos 26.0. The results indicated that the internalization, team success, and head coach had a statistically significant positive impact on satisfaction. The results point to the teams' needs to manage in a qualified way the hiring of coaches and players. In addition, marketing actions should highlight the team's values.

Keywords: marketing, consumer behavior, organization and administration.

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Published

2024-07-01

How to Cite

Miranda, Y., Barros Filho, M., Gonçalves Silva, J. E. M., & Pedroso, C. A. M. de Q. . (2024). The impact of brand equity on satisfaction of football fans in Brazil. Retos, 56, 107–113. https://doi.org/10.47197/retos.v56.102036

Issue

Vol. 56 (2024)

Section

Original Research Article

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