Brand love in sport marketing: Proposition of a relational model of emotional and affective attachments for the fan membership programs

Abstract

Objective: The present study aims to identify how loyalty programs of the Socio Fans type, act as fosters of stronger emotional and affective ties between fans and their teams, from the point of view of the concepts of value, brand love, satisfaction and loyalty. Method/approach: A descriptive quantitative research was carried out from an online questionnaire that addressed the constructs of the research problem. The sample was statistically treated using multivariate techniques, with emphasis on exploratory factorial analysis and the modeling of structural equations. Main Results: The data indicated that the fans who perceive more benefits in the program are more satisfied with their experience and thus tend to participate more actively in various activities associated with the team. Theoretical contributions: Among the various managerial measures adopted recently in teams national, we have the growing professionalism and the tendency to treat the team as a brand, seeking to increase the loyalty of its fans. In this sense, the study contributes by showing that a higher perceived value determines the growth of the intention to acquire or associate with the PST and the satisfaction with the experience positively impacts the positive communication about the program. Relevance/Originality: The study brought contributions to academics and managers about the benefits of offering relationship programs in the context of football. It is also characterized as relevant research for Sports Marketing, presenting significant information for academics of the sports field.