Clássico Rei: um estudo do amor à marca entre os jovens torcedores dos dois principais clubes de futebol cearenses

Abstract

The relationship of brand love with their antecedents constructs (satisfaction, hedonic offer, self-expressive brand) and outcomes (loyalty and positive word-of-mouth communication) in the two main football clubs of Ceará, based on the theoretical model proposed by Santana (2009) it is the focus of this monograph. Brand love is treated as the degree of emotional attachment of a satisfied consumer in relation to a particular brand (CARROLL; AHUVIA, 2006). Satisfaction is defined from two perspectives: the relationship and the performance; the hedonic offer is addressed in confrontation with utilitarian characteristics perceived in the products and services offered by the clubs; the expressiveness of the brand is related to how that club is the fan in society; loyalty is defined from two premises, attitudinal loyalty and behavioral loyalty; and positive word-mouth communication comes as the brand love in order to publicize the club and getting new fans. The two clubs used outside most of the fans in the state of Ceará: Ceará Sporting Club and Fortaleza Esporte Clube. We applied a questionnaire obtained 220 valid samples, 110 fans of Ceará and 110 fans of Fortaleza, where measured individually each construct and made the correlation of the antecedents and consequences constructs with brand love. Only in Fortaleza fans group that construct hedonic offer presented a negative correlation with respect to brand love, the other constructs showed good correlations, which proves the importance of developing them.