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Publication Detailed Description
2020 Global Marketing Conference at Seoul Proceedings
Year (definitive publication)
2020
Language
English
Country
Republic of Korea
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Abstract
This research was carried out with the aim of contributing to understanding of the
concept of sacrifice associated with marketing and the relationship between brand and
consumer. Fundamentally what we want to know is, in general, what leads someone
to make sacrifices for a brand. We seek a “deep understanding of the actors,
interactions, sentiments, and behaviors occurring for a specific process through time”
(Woodside, 2010, p. 6). The areas of philosophy, journalism and football analysis
were chosen because of the broad spectrum in society. There are two main objectives:
1st to search for a different perspective to understand the phenomenon; 2nd to have a
global idea about football and fans. This is another step towards understanding the
fans, the environment, the context and also the football phenomenon in a broader
perspective.
Acknowledgements
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Keywords
Sacrifice,Fans,Football,Brand,Relationships
Fields of Science and Technology Classification
- Economics and Business - Social Sciences
Funding Records
| Funding Reference | Funding Entity |
|---|---|
| UID/GES/00315/2013 | Fundação para a Ciência e a Tecnologia |
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