Rivalry formation among football fans: an analysis of the rivalry between the Atlético-MG and Cruzeiro brazilian football clubs
Objective: The general objective of this study was to evaluate how descriptive factors of rivalry combine in different ways to constitute this feeling manifested in different degrees of intensity.Methods: A questionnaire distributed on social networks was applied with closed questions on a 7-point L...
| Autores: | , , , |
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| Formato: | artículo |
| Estado: | Versión publicada |
| Fecha de publicación: | 2023 |
| País: | Brasil |
| Recursos: | Universidade Nove de Julho (UNINOVE) |
| Repositorio: | REMark - Revista Brasileira de Marketing |
| Idioma: | inglés |
| OAI Identifier: | oai:ojs.periodicos.uninove.br:article/20430 |
| Acesso em linha: | https://periodicos.uninove.br/remark/article/view/20430 |
| Access Level: | acceso abierto |
| Palavra-chave: | Sports marketing Rivalry Coincidence analysis Football Marketing esportivo Rivalidade Coincidence Analysis Futebol |
| Resumo: | Objective: The general objective of this study was to evaluate how descriptive factors of rivalry combine in different ways to constitute this feeling manifested in different degrees of intensity.Methods: A questionnaire distributed on social networks was applied with closed questions on a 7-point Likert Scale to measure six factors related to rivalry. To analyze the data, Coincidence Analysis (CNA) was used, calibrated using fuzzy-set in an alternative specification of Totally Fuzzy and Relative.Originality/Relevance: The focal construct of this investigation is rivalry and the intention is to contribute to the literature by addressing how the factors combine to form this feeling. Using factors related to rivalry and evaluating how they combine to form the construct.Results: The observed result involves the studied factors of the concept in a relation of necessity and sufficiency in the constitution of the rivalry behavior, although they do not need to occur together. The result shows three alternative paths for rivalry, ranging from the behavior in which a group is satisfied with beating rivals, through a more visceral rivalry in which fans watch the opponent's games to cheer for their defeat, to the extrapolation of the desire to defeat for several other aspects involved with the rival team.Theoretical/methodological contributions: This study adds to the literature by highlighting three basic alternative paths so that rivalry can be constituted for a fan. It is possible to apply these ideas in the construction of theories about the concept of rivalry and its connection to the feelings of each individual about the team he has chosen as an enemy. |
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