This study examined the effects of sport brand music on the shopping behaviors sport consumers. Sport brand music is custom-designed music that embodies the attributes and characteristics of the sport brand, and plays a formative role in priming concepts related to the sport brand in the minds of sport consumers. Since sport brand music features song lyrics directly related to the sport brand, the purpose of this research was to examine the effects of sport brand music on shopping-related outcomes in an online retail store. Specifically, it was hypothesized that sport brand music would have a positive influence on sport consumers’ perceptions of musical fit with the sport brand, which would then lead to positive effects on various shopping behaviors, including evaluation of the store, attitude towards the brand, and purchase intentions. In addition, because people observe store environments in different ways, it was predicted that the personality trait of atmospheric responsiveness would moderate the relationships. The theoretical framework for this research is based on the principles and perspectives of conceptual fluency. It is argued that sport brand music that consists of song lyrics related to the sport brand will be more conceptually fluent and easier to process in a sport brand store than will popular music. A quantitative research design in the form of a laboratory experiment was used in this study. Participants (N=250) were randomly assigned to one of two experimental conditions: sport brand music (conceptually fluent) and popular music (not conceptually fluent). The conditions employed in this research involved shopping tasks that took place in a sport brand online retail store. Following the shopping tasks, participants were asked to answer questionnaire items via Qualtrics online survey software. Structural equation modeling (SEM) by means of AMOS 7.0 (Arbuckle, 2006) was utilized to test the hypotheses. Assessment of the measurement model fit for the entire model showed that all variables loaded as expected. Evaluation of the hypotheses showed that participants assigned to the sport brand music condition demonstrated more positive perceptions of musical fit than did participants assigned to the popular music condition(β = -.44, p < .001). Further, results supported the hypothesis that musical fit would then positively affect evaluations of the store (β = .50, p < .001) and attitudes toward the brand (β = .14, p < .05), but did not affect purchase intentions (β = .11, p = .06). In addition, findings indicate that evaluations of the store significantly related to attitudes toward the brand (β = .52, p < .001), which positively related to purchase intentions (β = .53, p < .001). Moreover, atmospheric responsiveness was found to have a moderating effect on musical fit (β = -.13, p = .06). Details of this research, as well as research limitations, study implications, and future directions, are forwarded.

As sport teams with strong brands can enjoy a loyal fan base as well as increased gate revenue, brand studies in sport have paid close attention to sport teams' brand attributes (e.g., success, star player, stadium) as key drivers to create strong brands. However, sport consumers do not only rely on the brand attributes' utility in their team consumption, but claim and anticipate positive and personally meaningful emotional experiences. Nevertheless, a number of studies on sport branding have not identified what kinds of emotions are associated with sport teams and what their impact is. As a result, the affective nature of sport team brands remains largely unexplored. This study sought to identify how emotions associated with sport team brands are structured, from the sport consumers' perspective, and to examine the relative effectiveness of the associated emotions over brand attributes on consumer behavior in the sport advertising setting. The study identified seven key dimensions of emotions associated with sport team brands: connectedness (passion, nostalgia, supportive, and connected), elation (happy, excited, pleased, proud, optimistic, and entertained), competitiveness (competitive and aggressive), surprise (amazed, surprised, and astonished), anger (annoyed, frustrated, and rage), unhappiness (suffering, sad, regret, and dejected), and worry (fearful and anxious). Connectedness, elation, and competitiveness each was positively related to sport consumer behavior while surprise, unhappiness, and worry each was negatively related to it. Interestingly, anger had a dual (positive and negative) relationship with sport consumer behavior. The study tested the relative effectiveness of emotions over cognitive brand attributes on sport consumer behavior in a sport advertising setting using a 2 (emotion: high vs. low) x 2 (cognition: high vs. low) incomplete block design. The study found that emotional advertising works better for sport teams than rational advertising whereas combination advertising works at least equally or better than rational advertising. These results suggest the primacy of emotions over cognitive brand attributes in the context of sport advertising. Given the findings and discussions, implications for sport marketing practice and future research are discussed. / text

Submitted by Nadir Basilio (nadirsb@uninove.br) on 2016-05-17T17:30:08Z No. of bitstreams: 1 MARCELO PACIELLO DA SILVEIRA.pdf: 1134273 bytes, checksum: c787b36fb19985386b8624d1d96f2ba3 (MD5) / Made available in DSpace on 2016-05-17T17:30:08Z (GMT). No. of bitstreams: 1 MARCELO PACIELLO DA SILVEIRA.pdf: 1134273 bytes, checksum: c787b36fb19985386b8624d1d96f2ba3 (MD5) Previous issue date: 2015-11-19 / This study aimed to evaluate what factors influence the attendance of the public at stadiums and arenas in Brazil. The study sought to understand the different factors (identification with the team, satisfaction, loyalty, risk perception, involvement, motivation) that affect the attendance in stadiums and arenas in Brazil, measured through the ticket purchase intent for soccer match. The descriptive quantitative method structural was adopted as a methodological procedure and the research was carried out by sending electronic questionnaires. The structural equation modeling (SEM) was the option to characterize the factors and the analysis of partial least squares (PLS) to validate the hypotheses. The results showed that the higher the identification of the sports consumer to his team, the greater the impact on the satisfaction of going to the stadium, increasing their loyalty to the team, making this inter-relationship between these three constructs increase the purchase intention of tickets to a soccer match. In addition, it was found that the higher the perceived risk, the lower the intention to purchase tickets. It was also detected that the greater the involvement of consumer sports with soccer, the greater the intention to purchase tickets. The only construct that had no impact on purchase intent was the motivation. One of the main academic implications was the proof that the identification with the team can be a predictor of satisfaction, and the inter-relationship between the constructs identification with the team, satisfaction to go to the stadium and loyalty to the team has high impact at the ticket purchasing decision by the sports consumer. Another academic implication was detected that the perception of risk negatively impacts the purchasing decision, even among fans who attend stadiums and arenas as well as the realization that the more involved with soccer fan is, the greater the impact on your decision to purchase tickets. Regarding to the managerial contributions, the main suggestion is to create a supporter's intelligence department in the structure of football clubs. This department would be responsible to measure, understand, create relationship with the fans and define strategies according to the level of identification, loyalty, satisfaction and involvement, always aiming to increase based revenues in the behavioral levels of each consumer group. / O presente estudo teve por objetivo avaliar quais os fatores que influenciam o comparecimento do público aos estádios e arenas no Brasil. O estudo buscou entender os diferentes fatores (identificação com o time, satisfação, lealdade, percepção de risco, envolvimento, motivação) que influenciam o comparecimento de público aos estádios e arenas do Brasil, mensurado aqui por meio da intenção de compra de ingressos para um jogo de futebol. Foi adotado o método quantitativo descritivo estrutural como procedimento metodológico e a pesquisa foi efetuada através do envio de questionários eletrônicos. Optou-se pelo método de modelagem de equações estruturais (MEE) para caracterização dos fatores e pela análise dos mínimos quadrados parciais (PLS) para validar as hipóteses. Os resultados encontrados demonstram que quanto maior a identificação do consumidor esportivo com seu time, maior é o impacto na satisfação em ir ao estádio, aumentando a sua lealdade com o time, fazendo com que essa inter-relação entre os três construtos aumentem a intenção de compra de ingressos para um jogo de futebol. Além disso, foi detectado que quanto maior a percepção de risco, menor a intenção de compra de ingressos. Também foi detectado que quanto maior o envolvimento do consumidor esportivo com o futebol, maior a intenção de compra de ingressos. O único construto que não teve impacto na intenção de compra foi a motivação. Uma das principais implicações acadêmicas foi a comprovação de que a identificação com o time pode ser um preditor da satisfação, e que a inter-relação entre os construtos identificação com o time, satisfação em ir ao estádio e a lealdade com o time possui alto impacto na decisão de compra de ingressos por parte do consumidor esportivo. Outra implicação acadêmica foi detectar que a percepção de risco impacta negativamente na decisão de compra, mesmo entre os torcedores que frequentam estádios e arenas, bem como a constatação de que quanto mais envolvido com o futebol o torcedor for, maior o impacto em sua decisão de compra de ingressos. Em relação às contribuições gerenciais, a principal sugestão é criar um departamento de inteligência do torcedor dentro da estrutura dos clubes de futebol. Esse departamento seria o responsável em medir, entender, relacionar-se com o torcedor e definir estratégias de acordo com o nível de identificação, lealdade, satisfação e envolvimento, sempre com o objetivo de aumentar as receitas baseado nos níveis comportamentais de cada grupo de consumidor.

Submitted by Nadir Basilio (nadirsb@uninove.br) on 2016-06-02T18:20:47Z No. of bitstreams: 1 MARCELO PACIELLO DA SILVEIRA.pdf: 1134273 bytes, checksum: c787b36fb19985386b8624d1d96f2ba3 (MD5) / Made available in DSpace on 2016-06-02T18:20:47Z (GMT). No. of bitstreams: 1 MARCELO PACIELLO DA SILVEIRA.pdf: 1134273 bytes, checksum: c787b36fb19985386b8624d1d96f2ba3 (MD5) Previous issue date: 2015-11-19 / This study aimed to evaluate what factors influence the attendance of the public at stadiums and arenas in Brazil. The study sought to understand the different factors (identification with the team, satisfaction, loyalty, risk perception, involvement, motivation) that affect the attendance in stadiums and arenas in Brazil, measured through the ticket purchase intent for soccer match. The descriptive quantitative method structural was adopted as a methodological procedure and the research was carried out by sending electronic questionnaires. The structural equation modeling (SEM) was the option to characterize the factors and the analysis of partial least squares (PLS) to validate the hypotheses. The results showed that the higher the identification of the sports consumer to his team, the greater the impact on the satisfaction of going to the stadium, increasing their loyalty to the team, making this inter-relationship between these three constructs increase the purchase intention of tickets to a soccer match. In addition, it was found that the higher the perceived risk, the lower the intention to purchase tickets. It was also detected that the greater the involvement of consumer sports with soccer, the greater the intention to purchase tickets. The only construct that had no impact on purchase intent was the motivation. One of the main academic implications was the proof that the identification with the team can be a predictor of satisfaction, and the inter-relationship between the constructs identification with the team, satisfaction to go to the stadium and loyalty to the team has high impact at the ticket purchasing decision by the sports consumer. Another academic implication was detected that the perception of risk negatively impacts the purchasing decision, even among fans who attend stadiums and arenas as well as the realization that the more involved with soccer fan is, the greater the impact on your decision to purchase tickets. Regarding to the managerial contributions, the main suggestion is to create a supporter's intelligence department in the structure of football clubs. This department would be responsible to measure, understand, create relationship with the fans and define strategies according to the level of identification, loyalty, satisfaction and involvement, always aiming to increase based revenues in the behavioral levels of each consumer group. / O presente estudo teve por objetivo avaliar quais os fatores que influenciam o comparecimento do público aos estádios e arenas no Brasil. O estudo buscou entender os diferentes fatores (identificação com o time, satisfação, lealdade, percepção de risco, envolvimento, motivação) que influenciam o comparecimento de público aos estádios e arenas do Brasil, mensurado aqui por meio da intenção de compra de ingressos para um jogo de futebol. Foi adotado o método quantitativo descritivo estrutural como procedimento metodológico e a pesquisa foi efetuada através do envio de questionários eletrônicos. Optou-se pelo método de modelagem de equações estruturais (MEE) para caracterização dos fatores e pela análise dos mínimos quadrados parciais (PLS) para validar as hipóteses. Os resultados encontrados demonstram que quanto maior a identificação do consumidor esportivo com seu time, maior é o impacto na satisfação em ir ao estádio, aumentando a sua lealdade com o time, fazendo com que essa inter-relação entre os três construtos aumentem a intenção de compra de ingressos para um jogo de futebol. Além disso, foi detectado que quanto maior a percepção de risco, menor a intenção de compra de ingressos. Também foi detectado que quanto maior o envolvimento do consumidor esportivo com o futebol, maior a intenção de compra de ingressos. O único construto que não teve impacto na intenção de compra foi a motivação. Uma das principais implicações acadêmicas foi a comprovação de que a identificação com o time pode ser um preditor da satisfação, e que a inter-relação entre os construtos identificação com o time, satisfação em ir ao estádio e a lealdade com o time possui alto impacto na decisão de compra de ingressos por parte do consumidor esportivo. Outra implicação acadêmica foi detectar que a percepção de risco impacta negativamente na decisão de compra, mesmo entre os torcedores que frequentam estádios e arenas, bem como a constatação de que quanto mais envolvido com o futebol o torcedor for, maior o impacto em sua decisão de compra de ingressos. Em relação às contribuições gerenciais, a principal sugestão é criar um departamento de inteligência do torcedor dentro da estrutura dos clubes de futebol. Esse departamento seria o responsável em medir, entender, relacionar-se com o torcedor e definir estratégias de acordo com o nível de identificação, lealdade, satisfação e envolvimento, sempre com o objetivo de aumentar as receitas baseado nos níveis comportamentais de cada grupo de consumidor.