Background of Purchase Intention of Brazilian Soccer Club Fans

Clecio Falcao Araujo; Fernando De Oliveira Santini; Wagner Junior Ladeira

Authors

Clecio Falcao Araujo
Fernando De Oliveira Santini
Wagner Junior Ladeira

Keywords:

purchase intention, brand loyalty and image

Abstract

Studies about purchase intention have grown in the marketing area. This is so especially for those seeking to associate loyalty and brand image. Within this context, this paper has sought to analyze the background of purchase intention of soccer club sport products. Then, to apply a descriptive research with 1056 respondents who are fans. The data collected were analyzed using a set of techniques from Structural Equation Modeling (SEM). The results of this research show that the intension of buying is more directly associated to loyalty to the brand rather than the actual image of the soccer club. It was evident the psychological commitment, the emotional attachment and the recognition or association to the brand antecede the purchase intention of sports articles made available by the soccer clubs. In conclusion, the final consideration and academic and managerial recommendations were expounded upon.

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How to Cite

Background of Purchase Intention of Brazilian Soccer Club Fans. (2013). Global Journal of Management and Business Research, 13(E7), 1-10. https://journalofbusiness.org/index.php/GJMBR/article/view/1099

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