Effects of Team Performance on the Perception and the Attitude of Members of a Soccer Club’s Loyalty Program

Informações

Código: MKT3122
Divisão: MKT - Marketing
Tema de Interesse: Tema 08 - Gestão de Relacionamentos e Relacionamentos Consumidor-Marca

Autores

Luiz Guilherme Monteiro Pereira (Mestr e Dout em Admin de Empresas/IAG-A Esc de Negócios da PUC-Rio – IAG/PUC-Rio - Pontifícia Universidade Católica do Rio de Janeiro) Luiz_guilherme_pereira@hotmail.co
Luis Fernando Hor-Meyll Alvares (Mestr e Dout em Admin de Empresas/IAG-A Esc de Negócios da PUC-Rio – IAG/PUC-Rio - Pontifícia Universidade Católica do Rio de Janeiro) hormeyll@iag.puc-rio.br
Diana Sinclair Pereira Branisso (Mestr e Dout em Admin de Empresas/IAG-A Esc de Negócios da PUC-Rio – IAG/PUC-Rio - Pontifícia Universidade Católica do Rio de Janeiro) dibranisso@yahoo.com

Resumo

From the perspective of Social Identity Theory, this study investigated how a soccer club’s performance affects supporters that are enrolled in a loyalty program, regarding their perception of offered benefits (financial and social), their attitude towards the program and the intention to maintain their membership. A longitudinal study was conducted on a panel of 371 members of the most popular soccer club in Brazil, covering a period of 11 matches with four survey rounds. The results suggest that the team performance affects even those supporters who show high identification with the club, changing their attitude towards the program and their intention to remain affiliated. However, differently from what literature suggests, such changes were not accompanied by changes in self-esteem, in the sense of belonging and in the status perception provided by the affiliation to the program. Perhaps other factors, such as social interactions, rituals of consumption and visible and observable mechanisms, not currently developed by the loyalty program, may be important for the feeling of affiliation, the involvement and the social distinction. Such factors may cause changes in the perception of social benefits, thus reducing the impact of the team performance on the program

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