O valor da marca das equipes esportivas profissionais na perspectiva do consumidor: Uma revisão integrativa

Translated title of the contribution: Brand equity of professional sports teams from consumers’ perspective: An integrative review +

Yves MIranda, Marcos Antonio Barros Filho, Carlos Augusto Queiroz Pedroso, Victor Henrique Rodrigues Silva, José Pedro Sarmento, Rui Biscaia, Amélia Brandão

Research output: Contribution to journalArticlepeer-review

2 Citations (SciVal)

Abstract

The present study aimed to describe and critically review literature about the brand equity of professional sports teams from consumers’ perspective. An integrative review was used, with searches conducted between October and November 2019 for empirical and conceptual articles published until September 2019, in the following databases: SCOPUS, Web of Science, Academic Search Ultimate, and Business Source Ultimate. After applying inclusion and exclusion criteria, a parallel search in the main sports management and marketing journals, and the cross-manual reference process, 16 articles were included in the review. Publications in the European context and in football prevailed, initially with a qualitative approach moving from the latest publications to quantitative analysis. Several dimensions are used to analyze the theme, and its importance is justified by the impact on fans’ loyalty and on teams’ economic and sporting success.

Translated title of the contributionBrand equity of professional sports teams from consumers’ perspective: An integrative review +
Original languagePortuguese
Article numbere27039
JournalMovimento
Volume27
DOIs
Publication statusPublished - 21 Jul 2021

Bibliographical note

Publisher Copyright:
© 2021, Universidade Federal do Rio Grande do Sul. All rights reserved.

Keywords

  • Consumer behavior
  • Marketing
  • Quality management
  • Review

ASJC Scopus subject areas

  • Education

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