TRABALHOS DE FIM DE CURSO @PUC-Rio
| Título: | INFLUENCE OF RIVALRY BETWEEN SOCCER TEAMS IN THE CONSUMPTION OF SPONSORING BRANDS | ||||||||||||
| Autor(es): |
DANYEL DE RESENDE NONATO FONSECA |
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| Colaborador(es): |
DANIEL KAMLOT - Orientador |
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| Catalogação: | 29/FEV/2016 | Língua(s): | PORTUGUESE - BRAZIL |
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| Tipo: | TEXT | Subtipo: | SENIOR PROJECT | ||||||||||
| Notas: |
[pt] Todos os dados constantes dos documentos são de inteira responsabilidade de seus autores. Os dados utilizados nas descrições dos documentos estão em conformidade com os sistemas da administração da PUC-Rio. [en] All data contained in the documents are the sole responsibility of the authors. The data used in the descriptions of the documents are in conformity with the systems of the administration of PUC-Rio. |
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| Referência(s): |
[pt] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/TFCs/consultas/conteudo.php?strSecao=resultado&nrSeq=25873@1 [en] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/TFCs/consultas/conteudo.php?strSecao=resultado&nrSeq=25873@2 |
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| DOI: | https://doi.org/10.17771/PUCRio.acad.25873 | ||||||||||||
| Resumo: | |||||||||||||
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The aim of this study is to evaluate the behavior of the fans as a consumer, analyzing whether there is influence on consumer brand sponsors, caused by his passion for his soccer club and aversion to opposing teams.
Were analyzed concepts such as consumer behavior, attitude, involvement and sports marketing. In addition, a field survey was conducted in order to collect data for analysis on the subject.
The results showed that, for the most part, fans of the four major soccer clubs in Rio de Janeiro does not reject a brand only to become a sponsor of a rival team.
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