Presentation given at the 3rd International Consumer Brand Relationships Conference, www.consumer-brand-relationships.org Copyright by Ricardo Cayolla, University of Aveiro, Portugal Sandra Maria Correia Loureiro, Instituto Universitário de Lisboa (ISCTE-IUL), Portugal

1. *
“Football Consumers and Their football Club Brands:
More Than a Wedding”
Ricardo Cayolla, ricardo.cayolla@gmail.com
PhD student at University of Aveiro, DEGEI
and Entrepreneur in Sport, Portugal
Sandra Maria Correia Loureiro, sandramloureiro@netcabo.pt
Professor at ISCTE-IUL business school Portugal
3rd International Consumer
Brand Relationship Colloquium
26-28 September, 2013, Winter Park (Orlando), Florida, USA

2. *
●Conceptual Background
●Sports, Football and Consumer Brand Relationships
●Purpose, Theory and Conceptual Model
●Methodology and Major Findings
●Conclusions
AGENDA

3. *
The Fournier (1998) seminal work on relationship theory and the
proposed brand relationship quality model stand out as the lever to
create the consumer-brand relationship research field.
In view of various branding concepts which have been studied in
association to consumer-brand relationship, several studies related
satisfaction, quality, trust, and brand loyalty to examine mass-market
brands to determine to what extent, in a consumer setting, human
personality and brand personality are related. (e.g., Oliver, 1999;
Chaudhuri & Holbrook, 2001; Loureiro, 2009)
CONCEPTUAL BACKGROUND

4. *
SPORTS
In the last two decades, professional sports have been studied from various
perspectives both from sociology, ethnography and anthropology (Benkwitz and
Molnar 2012), public relations (Hopwood 2007, L’Etang and Hopwood 2008),
sponsorship (Frank, 2012), cultural studies (Benkwitz and Molnar 2012), a variety
of ideological positions (e.g., Sugden and Tomlinson 2000).
Football in this particular case seems to have been ignored as a subject of
sociological thought and research, especially because it has always been seen as
having characteristics that fall on the less 'respectable' and relevant set of
dichotomies that assures the dominant social values (Tiesler and Coelho 2006).

5. *
FOOTBALL
The most important sport in the world (Derbaix, Decrop, & Cabossart, 2002; Nicolau 2011) with more than 700
million viewers in the 2010 world cup final and more than 27 billion during the tournament
(Haugaasen and Jordet 2012).
.

6. *
A sport that is played by more than 300 millions persons regularly (Haugaasen and Jordet
2012) and moves more than 140 billions dollars a year (Klayman 2008).
FOOTBALL

7. *
A sport that can unite causes (Claussen 2006).
FOOTBALL

8. *
A sport, almost a religion, that can stop wars (Xifra 2008).
FOOTBALL
Right after retiring after winning a world cup, in 1970, Pele
agreed to play an exhibition match at Lagos in Nigeria. There
was civil war going on in Nigeria that time. However, both the
groups agreed to halt the war for two days so that soldiers could
enjoy catching the glimpse of football Pele.

9. *
A sport that can gives world recognition to small
countries (Hall 2006) .
FOOTBALL

10. *
A sport that can be the flag for the recognition of a nation (Kaynak, Salman and Tatoglu
2007).
FOOTBALL

11. *
We are talking about football – or soccer.
FOOTBALL

12. *
Not Australian football.
FOOTBALL

13. *
Not American football.
FOOTBALL

14. *
We are talking about football - soccer.
FOOTBALL

15. *
Everybody wants to be seen associated to football (Kriemadis, Terzoudis and Kartakoullis
2010).
FOOTBALL

16. *
Everybody wants to show up (Baek, Kim and Yu 2010).
FOOTBALL

17. *
Even those who make history Stern (2006).
FOOTBALL

18. *
New paradigma (financial resources attracts resources that are key factors for
having a sucessfull performance) (Smith & Stewart, 2010).
FOOTBALL

19. *
Although a brand has not an objective existence, being just a collection of
perceptions retained in the mind of the consumer (Fournier 1998, p.345) in the
case of football, given its specificity, it goes beyond that. It is a way of life, one
being in life, almost a religion (Xifra 2008).
CONSUMER-BRAND RELATIONSHIPS

20. *
Some consumers tend to have extreme behaviors in their
relation to certain brands: that’s the case of football fans.
PURPOSE
We propose to understand what football consumers are willing
to do, what kind of sacrifices they are willing to do, in order to
be close to their football club brand.
We want to make an instrument that can measure and analyse
the willingness to do certain activities in favour of the
relationship between a consumer and his/her preferred brand.
The findings of this study could also give clues for understanding
the extreme relationship between consumers and their preferred
brands, which could be of others product categories.

21. *
It is unnecessary sacrifice of interest
when the partners are aligned.
Intimate
Relationships
The sacrifice may be passive, active, or
both.
Churchill
Paradigm
A clear emphasis emphasis on
developing measures that have reliability
and validity.
When measuring, measure what? In what
way? What is behind the numbers?
Investment Model
The Investment Model further extends the
Theory of Interdependence, suggesting
that feelings of commitment arise as a
result of increasing dependence.
Main theories
and models
Purposes Authors (e.g.)
Kelley, 1979; Kelley, & Thibaut,
1978; Rusbult & Van Lange, 2003)
Rusbult, Olson, Davis, &
Hannon, 2001
Churchill (1979)
Rusbult (1980; 1983)
THEORY
Theory of
Interdependence

22. Willingness to
Sacrifice
Satisfaction
Level
Quality of
Alternatives
Investment
Size
Commitment
Level
*
The Investment Model: predicting the Willingness to Sacrifice in Football
Independent Variable Dependent Variable
Mediating Variable
Qualitative Inquiry and Initial Scale Development.
Qualitative Data.
Conceptualization of Constructs: domain, specification and
operational definition.
Qualitative Inquiry: exhaustive search of literature.
Study 1: 100 phone interviews, snowball type.
Study 2: 10 to 20 in depth interviews, pre-test with 3 persons,
possibility of focus group.
Study 3: to design dimensions, some exist and some will be
created, formulation of a questionnaire.
Scale Refinement, Purification, and start the process
of scale validation.
Quantitative Data.
Study 3: Online questionnaire.
Scale purification: Internal Consistency, Exploratory Factor
Analysis, Confirmatory Factor Analysis.
Scale validity: Unidimensionality, Convergent Validity,
Discriminant Validity, Nomological Validity, Predictive Validity .
CONCEPTUAL MODEL: FRAMEWORK

23. *
Based on the literature reviewed and regarding the considerations presented above the hypotheses are:
H1: The higher the level of satisfaction, the greater the level of commitment in the relationship.
H2: The lower the quality of alternatives, the greater the level of commitment in the relationship.
H3: The greater the size of the investment, the greater the level of commitment in the relationship.
H4: The higher the level of commitment, greater willingness to sacrifice football.
CONCEPTUAL MODEL: HYPOTHESIS
Satisfaction
Level
Quality of
Alternatives
Investment
Size
+
-
Independent Variable
Mediating Variable
Commitment
Level
Willingness
to Sacrifice
Dependent Variable

24. *
STUDY 1
Goals
● Network of personal contacts.
● People who really like football.
● People who have the willingness to make sacrifices for the sake of
their relationship with the football brand and team.
● Obtain insights and understand the phenomena.
Method
● Snowball sampling type.
● Exploratory approach.
● Unstructured observation.
Data
Analysis
● Secondary data analysis.
● Content analysis, looking for the narration of some episodes in
relation to football.
METHODOLOGY
“Sample”
● 97 (of 123) structured telephone interviews lasting between 5 and
15 minutes.
● Participants aged between 22 and 81 years.

25. *
MAJOR FINDINGS
The findings of this first study reveal four major facets: be different, leave
all behind, personal risk and passion/soul.
Now we are working in depth interviews (about 60 minutes) with several
selected respondents based on the contacts provided by this first study in
order to better understand the personal risks wherein fans incur and the
kind of religious experience that fans seem to have.
After making 97 telephone interviews, analyzed 65.572 words in 305
pages.

26. *
MAJOR FINDINGS
Football
(soccer)
brand
sacrifice Be different
(passive
sacrifice)
Passion/so
ul
Personal
risk
(active
sacrifice)
Leave all
behind
(active
sacrifice)
Spirit Meaning of lifePrideAdrenaline
Aggression
Overcome phobias
Life risk
Desired discomfort
Important dates JobMeetings Family
Ambassador
Better person
Distinctive
Unique
“I had to be there and I'm proud to have seen all
these defeats in the stadiums.” (RS)
“Being a fan is a culture, a
way of being, he’s being the
greatest ambassador of
Portugal”. (JPR)
“I went to see Rosenborg-FC Porto, I made 10
hours by plane and I have panic to be in planes. I
make a sacrifice on behalf of FC Porto.” (LO)
“When FC Porto plays I’m not
for the family”. (JA)

27. *
MAJOR FINDINGS
Football
(soccer)
brand
sacrifice Be different
(passive
sacrifice)
Ambassador
Better person
Distinctive
Unique
“Being a fan is a culture, he’s
being the greatest ambassador
of Portugal”. (JPR)
“Being a fan is a city dweller in
a city unbeaten”. (RS)
“Being a fan is to be
recognizedl”. (PL)
“Being a fan is a way of being”.
(RS)

28. *
MAJOR FINDINGS
Football
(soccer)
brand
sacrifice
Leave all
behind
(active
sacrifice)
Important dates JobMeetings Family
“When my team plays I’m not
for the family”. (JA)
“I follow the team everywhere”.
(EP)
“I leave all behind to follow the
team”. (GC)
“I miss important dates
because of the club”. (RS)

29. *
MAJOR FINDINGS
Football
(soccer)
brand
sacrifice
Personal
risk
(active
sacrifice)
Aggression
Overcome phobias
Life risk
Desired discomfort
“I went to see Rosenborg-FC Porto, I made 10
hours by plane and I have panic to be in planes. I
make a sacrifice on behalf of FC Porto.” (LO)
“In life threatening.” (MT)
“I’ve been assaulted and suffered several
agressions.” (JR)
“The uncertainty. Being with the enemies.” (BS)

30. *
MAJOR FINDINGS
Football
(soccer)
brand
sacrifice
Passion/so
ul
Spirit Meaning of lifePrideAdrenaline
“It’s my parachute jumping.” (RP)
“Football is my life.” (JS)
“I had to be there and I'm proud to have seen all
these defeats in the stadiums.” (RS)
“The companionship, the adventure.” (AS)

31. *
MAJOR FINDINGS
Football
(soccer)
brand
sacrifice Be different
(passive
sacrifice)
Passion/so
ul
Personal
risk
(active
sacrifice)
Leave all
behind
(active
sacrifice)
Spirit Meaning of lifePrideAdrenaline
Aggression
Overcome phobias
Life risk
Desired discomfort
Important dates JobMeetings Family
Ambassador
Better person
Distinctive
Unique
“I had to be there and I'm proud to have seen all
these defeats in the stadiums.” (RS)
“Being a fan is a culture, a
way of being, he’s being the
greatest ambassador of
Portugal”. (JPR)
“I went to see Rosenborg-FC Porto, I made 10
hours by plane and I have panic to be in planes. I
make a sacrifice on behalf of FC Porto.” (LO)
“When FC Porto plays I’m not
for the family”. (JA)

32. *
CONCLUSIONS
Casual
≠
fan
Fans truly
interested
Personal
calendar
Risk of life
Passion
Positive
emotional
connections
The importance of the
context
Reason to liveFans felt
responsible
The stories are to be lived, one must
be embedded.
Dedication
Money
Personal and professional life
Time
Emotions
Brands
≠
football clubs
Meaning in life

33. *
CONCLUSIONS
Fans truly
interested
The group traveling by plane.
The group traveling by plane with the
team.
The group that only see matches at
home.
The group that is really organized.
The group that will drive is own car.
Thus enriching more work due to a more plural and the vast
vision of the football phenomenon.

34. *
CONCLUSIONS
Casual
≠
fan
Risk of life
Passion
Positive
emotional
connections
“I leave everything behind to watch my
team.” (AR)
“Heart and soul”. (A) “Passion. ... Life-threatening.” (MT)

35. *
CONCLUSIONS
Personal
calendar
Reason to liveFans felt
responsible
Brands
≠
football clubs
”I have a share in the victories”. (PL)
“I follow the club everywhere and I have
to adjust my calendar every week”. (GM)
“What identifies us and makes us
special”. (JPR)

36. *
CONCLUSIONS
The importance of the
context
The stories are to be lived, one must
be embedded.
“The energy that I can give them (players), even if I’m not in the stadium but watching the
match trough the Internet or TV”. (NS)

37. *
CONCLUSIONS
Dedication
Money
Personal and professional life
Time
Emotions
Meaning in life
“I leave earlier the job”. (P)
“I follow the club everywhere”. (EP)
“Hours and hours waiting for tickets”. (MT)
“Because I’m not rich, some things I don’t do, in order to have money to follow the club”. (AC)
“In the middle of nowhere, waiting for the tickets”. (BS)

38. *
CONCLUSIONS
Casual
≠
fan
Fans truly
interested
Personal
calendar
Risk of life
Passion
Positive
emotional
connections
The importance of the
context
Reason to liveFans felt
responsible
The stories are to be lived, one must
be embedded.
Dedication
Money
Personal and professional life
Time
Emotions
Brands
≠
football clubs
Meaning in life

39. *
CONCLUSIONS
Why?

40. *
CONCLUSIONS

41. *
Thank you for your attention
Ricardo Cayolla, ricardo.cayolla@gmail.com
PhD student at University of Aveiro, DEGEI
and Entrepreneur in Sport, Portugal
Sandra Maria Correia Loureiro, sandramloureiro@netcabo.pt
Professor at ISCTE-IUL business school Portugal
3rd International Consumer
Brand Relationship Colloquium
26-28 September, 2013, Winter Park (Orlando), Florida, USA