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“Football Consumers and Their football Club Brands:

More Than a Wedding”

Ricardo Cayolla, ricardo.cayolla@gmail.com

PhD student at University of Aveiro, DEGEI

and Entrepreneur in Sport, Portugal

Sandra Maria Correia Loureiro, sandramloureiro@netcabo.pt

Professor at ISCTE-IUL business school Portugal

3rd International Consumer

Brand Relationship Colloquium26-28 September, 2013, Winter Park (Orlando), Florida, USA

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●Conceptual Background

●Sports, Football and Consumer Brand Relationships

●Purpose, Theory and Conceptual Model

●Methodology and Major Findings

●Conclusions

AGENDA

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The Fournier (1998) seminal work on relationship theory and the

proposed brand relationship quality model stand out as the lever to

create the consumer-brand relationship research field.

In view of various branding concepts which have been studied in

association to consumer-brand relationship, several studies related

satisfaction, quality, trust, and brand loyalty to examine mass-market

brands to determine to what extent, in a consumer setting, human

personality and brand personality are related. (e.g., Oliver, 1999;

Chaudhuri & Holbrook, 2001; Loureiro, 2009)

CONCEPTUAL BACKGROUND

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SPORTS

In the last two decades, professional sports have been studied from various

perspectives both from sociology, ethnography and anthropology (Benkwitz and

Molnar 2012), public relations (Hopwood 2007, L’Etang and Hopwood 2008),

sponsorship (Frank, 2012), cultural studies (Benkwitz and Molnar 2012), a variety

of ideological positions (e.g., Sugden and Tomlinson 2000).

Football in this particular case seems to have been ignored as a subject of

sociological thought and research, especially because it has always been seen as

having characteristics that fall on the less 'respectable' and relevant set of

dichotomies that assures the dominant social values (Tiesler and Coelho 2006).

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FOOTBALL

The most important sport in the world (Derbaix, Decrop, & Cabossart, 2002; Nicolau 2011) with more than 700

million viewers in the 2010 world cup final and more than 27 billion during the tournament

(Haugaasen and Jordet 2012).

.

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A sport that is played by more than 300 millions persons regularly (Haugaasen and Jordet

2012) and moves more than 140 billions dollars a year (Klayman 2008).

FOOTBALL

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A sport that can unite causes (Claussen 2006).

FOOTBALL

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A sport, almost a religion, that can stop wars (Xifra 2008).

FOOTBALL

Right after retiring after winning a world cup, in 1970, Pele

agreed to play an exhibition match at Lagos in Nigeria. There

was civil war going on in Nigeria that time. However, both the

groups agreed to halt the war for two days so that soldiers could

enjoy catching the glimpse of football Pele.

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A sport that can gives world recognition to small

countries (Hall 2006) .

FOOTBALL

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A sport that can be the flag for the recognition of a nation (Kaynak, Salman and Tatoglu

2007).

FOOTBALL

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We are talking about football – or soccer.

FOOTBALL

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Not Australian football.

FOOTBALL

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Not American football.

FOOTBALL

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We are talking about football - soccer.

FOOTBALL

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Everybody wants to be seen associated to football (Kriemadis, Terzoudis and Kartakoullis

2010).

FOOTBALL

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Everybody wants to show up (Baek, Kim and Yu 2010).

FOOTBALL

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Even those who make history Stern (2006).

FOOTBALL

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New paradigma (financial resources attracts resources that are key factors for

having a sucessfull performance) (Smith & Stewart, 2010).

FOOTBALL

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Although a brand has not an objective existence, being just a collection of

perceptions retained in the mind of the consumer (Fournier 1998, p.345) in the

case of football, given its specificity, it goes beyond that. It is a way of life, one

being in life, almost a religion (Xifra 2008).

CONSUMER-BRAND RELATIONSHIPS

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Some consumers tend to have extreme behaviors in their

relation to certain brands: that’s the case of football fans.

PURPOSE

We propose to understand what football consumers are willing

to do, what kind of sacrifices they are willing to do, in order to

be close to their football club brand.

We want to make an instrument that can measure and analyse

the willingness to do certain activities in favour of the

relationship between a consumer and his/her preferred brand.

The findings of this study could also give clues for understanding

the extreme relationship between consumers and their preferred

brands, which could be of others product categories.

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It is unnecessary sacrifice of interest

when the partners are aligned.

Intimate

Relationships

The sacrifice may be passive, active, or

both.

Churchill

Paradigm

A clear emphasis emphasis on

developing measures that have reliability

and validity.

When measuring, measure what? In what

way? What is behind the numbers?

Investment Model

The Investment Model further extends the

Theory of Interdependence, suggesting

that feelings of commitment arise as a

result of increasing dependence.

Main theories

and modelsPurposes Authors (e.g.)

Kelley, 1979; Kelley, & Thibaut,

1978; Rusbult & Van Lange, 2003)

Rusbult, Olson, Davis, &

Hannon, 2001

Churchill (1979)

Rusbult (1980; 1983)

THEORY

Theory of

Interdependence

Willingness to

Sacrifice

Satisfaction

Level

Quality of

Alternatives

Investment

Size

Commitment

Level

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The Investment Model: predicting the Willingness to Sacrifice in Football

Independent Variable Dependent Variable

Mediating Variable

Qualitative Inquiry and Initial Scale Development. Qualitative Data. Conceptualization of Constructs: domain, specification and operational definition. Qualitative Inquiry: exhaustive search of literature.Study 1: 100 phone interviews, snowball type. Study 2: 10 to 20 in depth interviews, pre-test with 3 persons, possibility of focus group. Study 3: to design dimensions, some exist and some will be created, formulation of a questionnaire.

Scale Refinement, Purification, and start the process of scale validation.Quantitative Data. Study 3: Online questionnaire.Scale purification: Internal Consistency, Exploratory Factor Analysis, Confirmatory Factor Analysis.

Scale validity: Unidimensionality, Convergent Validity, Discriminant Validity, Nomological Validity, Predictive Validity .

CONCEPTUAL MODEL: FRAMEWORK

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Based on the literature reviewed and regarding the considerations presented above the hypotheses are:

H1: The higher the level of satisfaction, the greater the level of commitment in the relationship.

H2: The lower the quality of alternatives, the greater the level of commitment in the relationship.

H3: The greater the size of the investment, the greater the level of commitment in the relationship.

H4: The higher the level of commitment, greater willingness to sacrifice football.

CONCEPTUAL MODEL: HYPOTHESIS

Satisfaction

Level

Quality of

Alternatives

Investment

Size

+

-

Independent Variable

Mediating Variable

Commitment

Level

Willingness

to Sacrifice

Dependent Variable

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STUDY 1

Goals

● Network of personal contacts.

● People who really like football.

● People who have the willingness to make sacrifices for the sake of

their relationship with the football brand and team.

● Obtain insights and understand the phenomena.

Method

● Snowball sampling type.

● Exploratory approach.

● Unstructured observation.

Data

Analysis

● Secondary data analysis.

● Content analysis, looking for the narration of some episodes in

relation to football.

METHODOLOGY

“Sample”

● 97 (of 123) structured telephone interviews lasting between 5 and

15 minutes.

● Participants aged between 22 and 81 years.

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MAJOR FINDINGS

The findings of this first study reveal four major facets: be different, leave

all behind, personal risk and passion/soul.

Now we are working in depth interviews (about 60 minutes) with several

selected respondents based on the contacts provided by this first study in

order to better understand the personal risks wherein fans incur and the

kind of religious experience that fans seem to have.

After making 97 telephone interviews, analyzed 65.572 words in 305

pages.

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MAJOR FINDINGS

Football

(soccer)

brand

sacrifice Be different

(passive

sacrifice)

Passion/so

ul

Personal

risk

(active

sacrifice)

Leave all

behind

(active

sacrifice)

Spirit Meaning of lifePrideAdrenaline

Aggression

Overcome phobias

Life risk

Desired discomfort

Important dates JobMeetings Family

Ambassador

Better person

Distinctive

Unique

“I had to be there and I'm proud to have seen all

these defeats in the stadiums.” (RS)

“Being a fan is a culture, a

way of being, he’s being the

greatest ambassador of

Portugal”. (JPR)

“I went to see Rosenborg-FC Porto, I made 10

hours by plane and I have panic to be in planes. I

make a sacrifice on behalf of FC Porto.” (LO)

“When FC Porto plays I’m not

for the family”. (JA)

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MAJOR FINDINGS

Football

(soccer)

brand

sacrifice Be different

(passive

sacrifice)

Ambassador

Better person

Distinctive

Unique

“Being a fan is a culture, he’s

being the greatest ambassador

of Portugal”. (JPR)

“Being a fan is a city dweller in

a city unbeaten”. (RS)

“Being a fan is to be

recognizedl”. (PL)

“Being a fan is a way of being”.

(RS)

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MAJOR FINDINGS

Football

(soccer)

brand

sacrifice

Leave all

behind

(active

sacrifice)

Important dates JobMeetings Family

“When my team plays I’m not

for the family”. (JA)

“I follow the team everywhere”.

(EP)

“I leave all behind to follow the

team”. (GC)

“I miss important dates

because of the club”. (RS)

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MAJOR FINDINGS

Football

(soccer)

brand

sacrifice

Personal

risk

(active

sacrifice)

Aggression

Overcome phobias

Life risk

Desired discomfort

“I went to see Rosenborg-FC Porto, I made 10

hours by plane and I have panic to be in planes. I

make a sacrifice on behalf of FC Porto.” (LO)

“In life threatening.” (MT)

“I’ve been assaulted and suffered several

agressions.” (JR)

“The uncertainty. Being with the enemies.” (BS)

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MAJOR FINDINGS

Football

(soccer)

brand

sacrifice

Passion/so

ul

Spirit Meaning of lifePrideAdrenaline

“It’s my parachute jumping.” (RP)

“Football is my life.” (JS)

“I had to be there and I'm proud to have seen all

these defeats in the stadiums.” (RS)

“The companionship, the adventure.” (AS)

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MAJOR FINDINGS

Football

(soccer)

brand

sacrifice Be different

(passive

sacrifice)

Passion/so

ul

Personal

risk

(active

sacrifice)

Leave all

behind

(active

sacrifice)

Spirit Meaning of lifePrideAdrenaline

Aggression

Overcome phobias

Life risk

Desired discomfort

Important dates JobMeetings Family

Ambassador

Better person

Distinctive

Unique

“I had to be there and I'm proud to have seen all

these defeats in the stadiums.” (RS)

“Being a fan is a culture, a

way of being, he’s being the

greatest ambassador of

Portugal”. (JPR)

“I went to see Rosenborg-FC Porto, I made 10

hours by plane and I have panic to be in planes. I

make a sacrifice on behalf of FC Porto.” (LO)

“When FC Porto plays I’m not

for the family”. (JA)

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CONCLUSIONS

Casual

≠ fan

Fans truly

interested

Personal

calendar

Risk of life

Passion

Positive

emotional

connections

The importance of the

context

Reason to liveFans felt

responsible

The stories are to be lived, one must

be embedded.

Dedication

Money

Personal and professional life

Time

Emotions

Brands

≠ football clubs

Meaning in life

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CONCLUSIONS

Fans truly

interested

The group traveling by plane.

The group traveling by plane with the

team.

The group that only see matches at

home.

The group that is really organized.

The group that will drive is own car.

Thus enriching more work due to a more plural and the vast

vision of the football phenomenon.

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CONCLUSIONS

Casual

≠ fan

Risk of life

Passion

Positive

emotional

connections

“I leave everything behind to watch my

team.” (AR)

“Heart and soul”. (A) “Passion. ... Life-threatening.” (MT)

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CONCLUSIONS

Personal

calendar

Reason to liveFans felt

responsible

Brands

≠ football clubs

”I have a share in the victories”. (PL)

“I follow the club everywhere and I have

to adjust my calendar every week”. (GM)

“What identifies us and makes us

special”. (JPR)

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CONCLUSIONS

The importance of the

context

The stories are to be lived, one must

be embedded.

“The energy that I can give them (players), even if I’m not in the stadium but watching the

match trough the Internet or TV”. (NS)

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CONCLUSIONS

Dedication

Money

Personal and professional life

Time

Emotions

Meaning in life

“I leave earlier the job”. (P)

“I follow the club everywhere”. (EP)

“Hours and hours waiting for tickets”. (MT)

“Because I’m not rich, some things I don’t do, in order to have money to follow the club”. (AC)

“In the middle of nowhere, waiting for the tickets”. (BS)

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CONCLUSIONS

Casual

≠ fan

Fans truly

interested

Personal

calendar

Risk of life

Passion

Positive

emotional

connections

The importance of the

context

Reason to liveFans felt

responsible

The stories are to be lived, one must

be embedded.

Dedication

Money

Personal and professional life

Time

Emotions

Brands

≠ football clubs

Meaning in life

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CONCLUSIONS

Why?

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CONCLUSIONS

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Thank you for your attention

Ricardo Cayolla, ricardo.cayolla@gmail.com

PhD student at University of Aveiro, DEGEI

and Entrepreneur in Sport, Portugal

Sandra Maria Correia Loureiro, sandramloureiro@netcabo.pt

Professor at ISCTE-IUL business school Portugal

3rd International Consumer

Brand Relationship Colloquium26-28 September, 2013, Winter Park (Orlando), Florida, USA