A imagem do futebol feminino brasileiro diante dos consumidores de esporte

Anderson Filipe Rosa; Gabriela Nobre Dias

doi:10.5585/podium.v11i2.18953

Authors

Anderson Filipe Rosa Faculdade de Economia, Administração e Contabilidade- FEA USP. https://orcid.org/0000-0002-6059-7078
Gabriela Nobre Dias Faculdade de Economia, Administração e Contabilidade- FEA USP. https://orcid.org/0000-0003-2844-6269

DOI:

https://doi.org/10.5585/podium.v11i2.18953

Keywords:

Brand equity, women's football, sports marketing, brand

Abstract

Abstract
Objective of the study: To verify the image of women's soccer before sports consumers in Brazil.
Methodology/approach: A survey was used with a sample consisting of 127 sports consumers. For data analysis, descriptive statistics and analysis of linear regression were used.
Originality/Relevance: The research verifies the image of Brazilian women's football through brand equity, which allows the application of a theory in the perception of fans and spectators of the sport.
Main results: The results reveal that Brazilian women's football is best known for its assets and liabilities, present in the model of Aaker (1992). For fans and spectators, the meaning of women's football is related to terms such as; strength, resilience and determination.
Theoretical/methodological contributions: The application of brandy equity models in sport that was carried out by this study, allows other authors to advance in the theme about the image of a brand in the context of sports marketing. The data can assist managers in decision making in the context of women's football and assist in the development of the management of the sport in Brazil

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Author Biographies

Anderson Filipe Rosa, Faculdade de Economia, Administração e Contabilidade- FEA USP.

Anderson Rosa currently works at the Business Departament at the University of São Paulo. Anderson does research on Marketing and women's sports and sport-for-development

Gabriela Nobre Dias, Faculdade de Economia, Administração e Contabilidade- FEA USP.

Doutoranda em Administração

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