The Identification of Fans With Football Teams: Antecedents and Outcomes For Sponsorship
The study analyzes the fans’ identification with their favorite football team, and evaluates its antecedents and the outcomes of this identification for the sponsorship. The central objective was to examine both the antecedents and outcomes for sponsorship of funs’ identification in an integrated model. A model was developed and tested with Structural Equation Modeling technique. As results, it was found that the identification of fans with their football teams is positively influenced by the perception of prestige and by the involvement with this team, and additionally, this identification influences positively the recognition and attitude of the fan toward the sponsors.
Citation:
Francisco Jose Costa, Davi Montefusco, Marcelo Correia Lima, and Eduardo Soares Parente (2008) ,"The Identification of Fans With Football Teams: Antecedents and Outcomes For Sponsorship", in LA - Latin American Advances in Consumer Research Volume 2, eds. Claudia R. Acevedo, Jose Mauro C. Hernandez, and Tina M. Lowrey, Duluth, MN : Association for Consumer Research.
Authors
Francisco Jose Costa, Universidade Estadual do Ceara
Davi Montefusco, Universidade Estadual do Ceara
Marcelo Correia Lima, Universidade Estadual do Ceara
Eduardo Soares Parente, Fundacao Getulio Vargas
Volume
LA - Latin American Advances in Consumer Research Volume 2 | 2008
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