PSOC - Artigos em revistas internacionais
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Browsing PSOC - Artigos em revistas internacionais by Author "Biscaia, Rui"
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- Sport sponsorship: The relationship between team loyalty, sponsorship awareness, attitude toward the sponsor, and purchase intentionsPublication . Biscaia, Rui; Correia, Abel; Rosado, António Fernando; Ross, Stephen; Maroco, JoãoSponsorship studies have generally been focused on attitudinal measures of fan loyalty to understand the reactions to abstract sponsors. This study examines the relationships between both attitudinal and behavioral loyalty with sponsorship awareness, attitude toward two actual sponsors, and purchase intentions. Data were collected among fans of a professional soccer team, and the results of a structural equation model provide evidence that attitudinal loyalty impacts the attitude toward both sponsors and purchase intentions. Behavioral loyalty influences sponsorship awareness, and impacts differently the attitude and purchase intentions toward each sponsor. Sponsorship awareness influences significantly the attitude toward both sponsors, while the attitude toward the sponsor was the strongest predictor of purchase intentions. These findings highlight the importance of examining actual sponsors and suggest managerial implications, such as the need for sponsors to help attract fans to the stadium and to design additional activation strategies to improve sponsorship value.
- The effects of emotions on football spectators’ satisfaction and behavioural intentionsPublication . Biscaia, Rui; Correia, Abel; Rosado, António Fernando; Maroco, João; Ross, StephenThe goal of this study was to examine the relationship between spectators’ emotions, satisfaction, and behavioural intentions at football games. A survey was conducted among spectators of the top Portuguese professional football league during eight games (n 466). The sport emotion questionnaire was used to assess spectators’ emotions and the results gathered from a structural equation model suggest that analysis of specific emotions is crucial to understand spectators’ responses. Findings provide evidence that only the emotion of joy has a positive direct effect on satisfaction, as well as an indirect effect on behavioural intentions, via satisfaction. In turn, dejection has a negative direct effect on behavioural intentions, while satisfaction positively influences behavioural intentions. These results suggest managerial implications, such as the need to improve stadium atmosphere and social facilitation in order to provide an enjoyable overall experience to the spectators, and contribute to overall spectator satisfaction and positive behavioural intentions.