Análise do valor da marca baseado no Espectador Esportivo do Clube de Regatas do Flamengo
Briefly, it can be said that football is a business. In this context, there is Flamengo, the club with the biggest crowd in Brazil and one of the biggest in the world, which needs to be managed in a professional way, to enjoy all the potential it has, especially with regard to the fans, who are resp...
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| Formato: | bachelorThesis |
| Idioma: | pt_BR |
| Publicado em: |
Universidade Federal do Rio Grande do Norte
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| Endereço do item: | https://repositorio.ufrn.br/handle/123456789/35648 |
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| Resumo: | Briefly, it can be said that football is a business. In this context, there is Flamengo, the club with the biggest crowd in Brazil and one of the biggest in the world, which needs to be managed in a professional way, to enjoy all the potential it has, especially with regard to the fans, who are responsible for giving clubs longevity. Therefore, the objective of the study is to analyze the Brand Value of the Clube de Regatas do Flamengo based on the Sports Spectator (supporter). To do this, we sought to identify the profile of the respondent and used the model SBBE adapted by Lovo (2015) for Brazilian soccer to elaborate a questionnaire with scales of agreement and the analyzes were performed from frequency gradients. The study is classified as descriptive and survey, as well as non-probabilistic sampling for convenience. Posted on 10/26/2018 to 11/15/2018 on social networks (Facebook, Instagram, and WhatsApp), you matched the number of 259 replies. In all, nine factors were analyzed: visual brand attributes, bargaining power, club history, commitment, organizational attributes, team success, management, stadium and identification. The study of Flamengo's brand equity from the fan's perspective concluded that Flamengo fans have a strong association with its history and factors related to this point. On the other hand, it was observed a greater discontent with factors related to the management of the club and, mainly, to the stadium that the same one has sent its games, the Maracanã, giving inputs that must be worked by the marketing department of the club. |
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