Determinantes e Consequências do Amor à Marca de Clubes de Futebol

Anabela de Figueiredo Marcos; Luís Branco Roque

doi:10.34624/iciemc.v0i5.36883

Determinants and Outcomes of Football Club Brand Love

Authors

Anabela de Figueiredo Marcos Instituto Politécnico de Coimbra, Coimbra Business School | ISCAC, Bencanta, 3045-601 Coimbra, Portugal & CEOS.PP Coimbra, Instituto Politécnico de Coimbra, Bencanta, 3045-601 Coimbra, Portugal
Luís Branco Roque Instituto Politécnico de Coimbra, Coimbra Business School | ISCAC, Bencanta, 3045-601 Coimbra, Portugal

DOI:

https://doi.org/10.34624/iciemc.v0i5.36883

Keywords:

Brand Love, Determinants, Outcomes, Sports Sector

Abstract

The study analyses the determinants and outcomes of football club brand love. The results showed that identification with the brand and the value perceived by fans are determinants of football club brand love. On the other hand, merchandising purchase intention and word of mouth proved to be fundamental outcomes of football club brand love. It thus aims to fill a gap in research into the main determinants and outcomes of brand love in the sports sector.