O consumo do futebol e o envolvimento do torcedor em diferentes ambientes com os principais times de Campinas-SP

• Ano de defesa: 2015
• Autor(a) principal: Costa Junior, Dirceu
• Orientador(a): Santos, Jo??o Manuel Casquinha Malaia
• Banca de defesa: Santos, Jo??o Manuel Casquinha Malaia , Rocco Junior, Ary Jos?? , Marques, Jos?? Carlos
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Universidade Nove de Julho
• Programa de Pós-Graduação: Programa de Mestrado Profissional em Administra????o - Gest??o do Esporte
• Departamento: Administra????o
• País: Brasil
• Palavras-chave em Português: Marketing esportivo; comportamento do consumidor; consumo de futebol
• Palavras-chave em Inglês: Sport marketing; consumer behavior; soccer consumer
• Área do conhecimento CNPq: ADMINISTRACAO::ADMINISTRACAO DE SETORES ESPECIFICOS
• Link de acesso: http://bibliotecatede.uninove.br/handle/tede/1265

The sports fans are a group of consumers that grows along with the sports industry in Brazil and worldwide. These fans can be classified in several ways based on several factors. Some of these classifications bring this consumer relationship with the involvement of the product. Soccer fans can consume his team???s matches mainly in three environments: in the stadium, at home or in pubs. Therefore, the aim of this study is to understand the relationship between the level of involvement of soccer fans when consumed in different environments. For this research, we conducted semi-structured interviews with Ponte Preta and Guarani fans. The interviews were analyzed by content analysis technique and did not suggest a difference between the degree of involvement and the consumption environment, with fans more or less independent involvement of local consumption, but between the type of involvement and local football consumption. All respondents fans had high cognitive engagement with their teams, but only the fans who attend stadiums exhibited emotional involvement.