Anderson Filipe Rosa, Otávio Bandeira de Lamônica Freire and Murilo Lima Araújo Costa
The purpose of this study is to compare measurement scales of sports fans’ motivations applied to women’s football.
Abstract
Purpose
The purpose of this study is to compare measurement scales of sports fans’ motivations applied to women’s football.
Design/methodology/approach
A survey research approach was used to collect 574 valid responses from participants in Brazil and the USA. Three prominent scales – Sport Interest Inventory (SII), Sport Fan Motivation Scale (SFMS) and Motivation Scale for Sport Consumption (MSSC) are were compared using the structural equation modeling technique.
Findings
The results indicate that the SII scale demonstrates superior predictive power for variables such as “purchase intention,” “electronic word of mouth,” “identification as a fan” and “interest in women’s football” compared to the SFMS and MSSC scales. The primary motivation among followers and spectators of women’s football in the study was “supporting women’s opportunities” in sport.
Research limitations/implications
While the study is grounded in the most relevant scales pertinent to the theme, the limited academic production on the subject hinders direct comparisons with prior research.
Practical implications
Leveraging the insights from the SII scale, football team managers can refine their marketing strategies by understanding the primary motivations driving women’s football consumption. This knowledge can inform targeted efforts to enhance women’s football consumption, subsequently expanding opportunities for women in the sport.
Social implications
This study provides valuable information that can inform initiatives aimed at boosting women’s soccer consumption, thereby contributing to increased opportunities for women in the sport.
Originality/value
To the best of the authors’ knowledge, this study represents the first attempt to compare scales in the specific context of women’s soccer, contributing with a unique perspective to the development of women’s sports.
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Filipe Quevedo-Silva, Otavio Freire and Caroline Pauletto Spanhol-Finocchio
Over the last few years, several events have reduced the consumer confidence in relation to food safety. Recently, one event that triggered discussions and concern among consumers…
Abstract
Purpose
Over the last few years, several events have reduced the consumer confidence in relation to food safety. Recently, one event that triggered discussions and concern among consumers in Brazil was the “Carne Fraca” operation which cast doubt on the quality and safety of Brazilian beef. The purpose of this paper is to analyse the impact of the news regarding a national crisis in beef production on consumers’ assessment and purchase intention of beef.
Design/methodology/approach
A quantitative study was conducted involving 417 respondents in Brazil. The procedure for the analysis consisted of the investigation of two models, incorporating mediation and moderation effects.
Findings
The results show that news on the crisis had a positive impact on risk perception. This impact was negatively moderated by consumer scepticism. Risk perception had a negative effect on the assessment of beef and purchase intention. These effects were negatively affected by risk attitude. The news directly affected consumers’ assessment of beef and indirectly affected purchase intention through mediation of perceived risk.
Originality/value
This study proposes two models, analysing the effect of the media on consumers’ assessment of beef and purchase intention, mediated by risk perception. Furthermore, the models analyse the moderating effects of scepticism and consumers’ risk attitude.
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Otávio Freire, Filipe Quevedo-Silva, Diego Senise and Pedro Scrivano
Celebrity endorsement is a phenomenon widely used by companies and studied by researchers. Despite the generally positive aspects of endorsement on the evaluation of products, in…
Abstract
Purpose
Celebrity endorsement is a phenomenon widely used by companies and studied by researchers. Despite the generally positive aspects of endorsement on the evaluation of products, in some cases, celebrities cannot substantially help promote products. The purpose of this paper is to analyze the effectiveness of celebrity endorsement effect in an aspiring new celebrity.
Design/methodology/approach
Four studies involving 664 respondents were conducted to analyze the effectiveness of the endorsement. In addition to verifying the existence of the effect (Study 1), studies were conducted focusing on contextual variables with the potential to modify effect. Study 2 analyzes the brand and charisma effects, Study 3 analyzes the congruence between celebrities and Study 4 analyzes the exposure level of the endorser celebrity.
Findings
The results demonstrate the effectiveness of this celebrity endorsement, as well as the effect of different contexts on endorsement, demonstrating that although new celebrities are less affected by acclaimed celebrities, as they become better known, to use the endorsement of celebrities with charisma and who relating in some way to the aspiring celebrity, can be an effective strategy, especially for the beginners in the career.
Originality/value
This research contributes to the knowledge of celebrity endorsement to fill the lack pointed out in previous studies in the field over the effectiveness of this effect and, above all, the moderator variables that can influence or even annul this effect. In addition, by developing its own image and reputation, the aspiring new celebrity receives less influence from the endorser.
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Carlos Oliveira Santos, Hamilton Coimbra Carvalho, José Afonso Mazzon and Otavio Bandeira De Lamônica Freire
Jorge Mazza Garcia, Otávio Bandeira De Lamônica Freire, Eduardo Biagi Almeida Santos and Josmar Andrade
In 2008, a phenomenon emerged in online retail that attracted the attention of many people, creating a new virtual model of commerce. This phenomenon was called online group…
Abstract
Purpose
In 2008, a phenomenon emerged in online retail that attracted the attention of many people, creating a new virtual model of commerce. This phenomenon was called online group buying and arrived in Brazil in 2010. The purpose of this study was to identify the factors that affect satisfaction and loyalty to group buying sites.
Design/methodology/approach
Through structural equation modeling, the relationships between the attractiveness of discount rates, service quality, popularity, online brand image, antecedent word of mouth (WOM), creativity and trust in relation to consumer general satisfaction, declared loyalty, repurchase intention and positive WOM were observed. A total of 727 valid questionnaires were collected from online group buyers to test the 11 hypotheses proposed in this study.
Findings
The main contribution of this study was that it identified the strong influence of service quality, popularity and online brand image on consumer general satisfaction, and the influence of service quality, trust and general satisfaction on repurchase intention. It also identified the influence of trust, creativity and general satisfaction on declared loyalty, and finally, the influence of trust and general satisfaction on positive WOM.
Research limitations/implications
Because of the extensive and robust model, other statistical interactions among the constructs were gauged. It is possible that new structures and paths for alternative models can be proposed in the future with the inclusion of new relationships not analyzed in the present study. Furthermore, future studies should consider testing the generated model in other countries, as the particular features of collective purchasing in Brazil should be taken into account.
Practical implications
In addition to being concerned with the attractiveness of discounts, marketing managers of group buying sites should concentrate their efforts on strengthening perceived quality, image, trust and the creativity of the site to ensure customer loyalty.
Social implications
The online group buying business model that was established in Brazil differs significantly from the American and European models. As many online group buying studies have been conducted in these markets, Brazilian consumers will enjoy substantial gains in the quality of the service provided by collective purchasing sites through the development of actions that focus on improving the factors that affect these consumers.
Originality/value
The originality of this study lies in the development of a single model that tests a set of factors gauged separately in other studies related to online purchase behavior in a broader perspective.
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Filipe Quevedo-Silva, Otavio Freire, Dario de Oliveira Lima-Filho, Marcelo Moll Brandão, Giuliana Isabella and Luísa Brito Moreira
The purpose of this paper is to assess the factors affecting intentions to purchase food through the internet. Based on the available literature – more specifically, on Ajzen’s…
Abstract
Purpose
The purpose of this paper is to assess the factors affecting intentions to purchase food through the internet. Based on the available literature – more specifically, on Ajzen’s (1985) theory of planned behaviour and Grunert and Ramus’ model (2004) – this study proposes and tests a model of planned food purchases via the internet.
Design/methodology/approach
A quantitative study was conducted among 403 respondents. Data were analyzed using structural equation modelling.
Findings
The main results demonstrated that attitude and perceived difficulty are the antecedents of purchase intentions. Perceived risk had a negative relationship with attitude. With respect to lifestyle, novelty was positively related to attitude, and freshness was negatively related. In addition, novelty had only an indirect effect on intention, which was mediated by attitude. A wired lifestyle had a positive relationship with attitude, and a negative relationship with perceived difficulty.
Originality/value
This study operationalizes and improves Grunert and Ramus’ (2004) model of intention to buy food over the internet, by developing, testing and presenting a more comprehensive model.
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Though poverty is one of the consequences of the lack of education, this latter can be the solution to poverty, particularly when children and youngsters are prioritized in…
Abstract
Though poverty is one of the consequences of the lack of education, this latter can be the solution to poverty, particularly when children and youngsters are prioritized in school. And in the fight against inequality, education for the development of human beings is the key, especially if we want to save children and adolescents in order to guarantee the future.