Artigo em revista científica
Tribal marketing in sports
José Dionísio (Dionísio, J.); Maria Leal (Leal, M.); Rui Vinhas da Silva (Vinhas da Silva, Rui);
Título Revista
Revista Internacional de Deportes Colectivos
Ano
2014
Língua
Inglês
País
Espanha
Mais Informação
Abstract/Resumo
Brands that sponsor sports or sports clubs are not always capable of effectively getting close to the fans, and their hearts and wallets. Fan passion does not necessarily therefore transfer over to the brands that endorse a particular club or indeed a sport. The current research seeks to understand how soccer and surf fans see brand sponsorships and their legitimacy and wider acceptability.
Palavras-chave
Fandom; Tribalism; Sports marketing; Post-modernism