The Key-Attributes That Influence the Fans¡¯ Perceptions of the Corinthians¡¯ Ecosystem

Edson Coutinho da Silva and Alexandre Luzzi Las Casas

International Journal of Business Administration, 2018, vol. 9, issue 4, 50-63

Abstract: Objective: This article aims to understand and analyse which fans¡¯ attributes most infers in their view concerning the sports ecosystem of the Sport Club Corinthians for sporting events. Methodology: an exploratory research was carried out consisting 78 topics using the Likert scale to be administered to 180 sports fans in 3 matches between February and March 2017. The analysis procedure followed three steps: (i) calculating the chi-square testes cross tables; (ii) selecting the topics which achieved less than 5% significance; (iii) and identifying that group of fans¡¯ attributes that are most similar and most divergent. Findings: monthly salary is the most critical fan attribute; monthly attendance is the second fan attribute most divergent. Fans understand that the stadium as well as partnerships and sponsorships as the critical dimensions of the Corinthians¡¯ ecosystem. Conclusion: Therefore, 2 out of 3 hypotheses were confirmed. Besides, issue as to gender is not a critical fans¡¯ attributes for the Corinthians¡¯ marketers.

Keywords: sports ecosystem; sports marketing; sports club; sport club corinthians; sports fans (search for similar items in EconPapers)
Date: 2018
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
http://www.sciedu.ca/journal/index.php/ijba/article/view/13784/8537 (application/pdf)
http://www.sciedu.ca/journal/index.php/ijba/article/view/13784 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:jfr:ijba11:v:9:y:2018:i:4:p:50-63

DOI: 10.5430/ijba.v9n4p50

Access Statistics for this article

International Journal of Business Administration is currently edited by Jenny Zhang

More articles in International Journal of Business Administration from International Journal of Business Administration, Sciedu Press
Bibliographic data for series maintained by Jenny Zhang ().