Factors Driving Fan Loyalty in Brazil: Football vs Other Sports

Investigating Motivation Drivers of
Attitudinal and Behavioural Fan
Loyalty in Brazil:
Football versus Other Sports
Philip J. Rosenberger III, University of Newcastle (Australia)
Jin Ho Yun, Sung Kyun Kwan University (Republic of Korea)
Mohammad M. Rahman, Shandong University (China)
Sören Köcher, Technischen Universität Dortmund (Germany)
Mauro de Oliveira, University Center of FEI (Brazil)
Cladea, Viña del Mar, Chile 2015

Investigating Motivation Drivers of Attitudinal and Behavioural Fan Loyalty in Brazil: Football versus Other Sports

3
Introduction
 Sports are a fundamental
role in the life of Brazilians
and are present in the
routine of more than 90%
of the population, either
through their practice,
monitoring of TV
broadcasts and radio
games or going to the
stadium.
(MIRANDA, 2013)

4
Introduction
 Football (soccer) is the leading global sport
 2009 global revenue of €19.5 bn
 = 43% of the global market for major sports
  to $US 35.3 bn (€30 bn) in 2013
 Football popularity – 2014 FIFA World Cup in Brazil
 3.4 billion people watched the tournament (FIFA, 201)
 Professional Football Clubs in Brazil
 Brazil: 29,208 football clubs and 2.1 million registered players
 However, there are other sports besides
football followed in Brazil

5
Fan Loyalty
 Loyal consumers exhibit strong, positive attitudes and more
intense, frequent behaviours (Jacoby, 1971)
 An individual’s sense of connection to a sport team (Reysen &
Branscombe, 2010), involving their identification with the team
(Hunt et al., 1999)
 Loyalty requires an examination beyond behavioural traits
(i.e. behavioural loyalty) by involving the attitudinal
component of loyalty (e.g. Stevens & Rosenberger, 2012), which
reflects the psychological commitment of a fan to a team
(e.g. Funk & James, 2001, 2006; Mahony et al., 2000)

6
Motivation
 Motivation refers to an activated state within a person,
which represents internal factors that arouse, lead and
provoke goal-direct behaviour
(Funk, Filo, Beaton & Pritchard 2009; Pritchard, Funk & Alexandris, 2009)
 such as sports fans watching and attending matches
(Madrigal, 2006; Mahony, Nakazawa, Funk, James & Gladden, 2002; Trail & James,
2001; Wann, 1995)
 Motives for attending games are related to fan identification
(e.g. Fink, Trail & Anderson, 2002; Trail, Anderson & Fink, 2000; Trail & James, 2001;
Wann, 1995)
 An individual’s personal characteristics, which include
motivations, also shape and exhibit affective states, such as
the enjoyment and satisfaction derived from watching a
sporting event (e.g. Hung, Lee & Hou, 2011; Madrigal, 1995; Thien & Van Mu,
2012)

7
Motivation
 Key CB driver
 Multiple dimensions
 Interest in Team and in Football = the pure
entertainment
 Socialisation = a fan’s desire to be with other fans
 Aesthetics = mastery displayed
 Sport Knowledge = the shared information
 Vicarious achievement = a sense of personal
achievement when the team performs well

Conceptual Model
Socialisation
Interest in Team
Vicarious Achievement
Aesthetics
Sport Knowledge
Interest in Sport
Behavioural
Loyalty
Gender
Attitudinal
Loyalty
Age
Control variables

Type of Research
Quantitave
Research Technique
Survey
Data Collection
Instrument
On-line
questionnaire
Data Analysis
Structural
Equation Modeling
(SmartPLS)
Research Method

Methodology
 Multi-item scales used from the literature
 Online survey
 Recruitment by website postings and social-media postings
 Convenience sample of university undergraduate & graduate
schools

Total Sample: 483 valid responses
were collected
from Brazil
44%56%
Average age of
the sample
22.1 years old

 Analysis used SmartPLS v3.0 (Ringle, Wende, & Becker, 2015)
 The reflective items of all constructs had component
loadings > 0.70 benchmark
 Composite reliabilities > 0.70
 AVE of all constructs > 0.50
 The t-values were calculated with the bootstrapping
procedure of 5000 cases, with values > 1.96 benchmark
(p < .05)
Analysis

Results - Conceptual Model – All Sports
Socialisation
Interest in Team
Vicarious Achievement
Aesthetics
Sport Knowledge
Interest in Sport
Behavioural
Loyalty
Attitudinal
Loyalty
R2 = .29R2 = .69
-.124*
-.033
.243***
.257***
.054
.203***
.199***
.196***
.039
.415***
-.026
.112***

14
Results - Conceptual Model
+
p < .10, * p < .05, ** p < .01, *** p < .001 ; ^ Exceeds criterion of .10; ns = non -significant (p > .10); #
SmartPLS v3 MGA results reported for Football compared with Fans of Other Sports
Structural Paths
Total
Sample
(n = 483)
Football
(n = 337)
Other
Sports
(n = 146)
Significant Pairwise
Differences#
Control variables to Attitudinal Loyalty
Age .054+
.075+
.011 N/A
Gender -.017 -.02 .012 N/A
Control variabl es to Behavioural Loyalty
Age -.054 -.041 -.074 N/A
Gender -.012 -.011 .185* N/A
Interest in Team → Attitudinal Loyalty .199*** .197*** .156 ns
Interest in Team → Behavioural Loyalty .054 .023 -.06 ns
Socialisation → Attitudinal Loyalty .112** .148** -.018 p = .069
Socialisation → Behavioural Loyalty .203*** .202** .171 ns
Aesthetics → Attitudinal Loyalty -.026 -.082+
.239+
p < .05
Aesthetics → Behavioural Loyalty -.124+
-.112 .174 p < .05
Sport Knowledge → Attitudinal Loyalty .196*** .203*** .128 ns
Sport Knowledge → Behavioural Loyalty -.033 -.017 -.241+
p = .077
Interest in Sport → Attitudinal Loyalty .039 .038 .055 ns
Interest in Sport → Behavioural Loyalty .243** .212** .255 ns
Vicarious Achievement → Attitudinal Loyalty .415*** .424*** .350* ns
Vicarious Achievement → Behavioural Loyalty .257*** .246** .132 ns
R2
of Attitudinal Loyalty .690^ .641^ .644^
R2
of Behavioural Loyalty .293^ .244^ .204^

Conclusions
Results from this study support previous
research into the influence of motivations on
attitudinal loyalty and behavioural loyalty
the six motivations had strong explanatory effect on
attitudinal loyalty, explaining 64% of the variation in
attitudinal loyalty for football fans and 64% for fans
of other sports.
the six motivations had weaker explanatory effect on
behavioural loyalty, explaining 24% of the variation in
behavioural loyalty for football fans and 20% for fans of
other sports.

Conclusions
The results suggest that similarities and
differences exist in the pattern of influence of
the motivation drivers for attitudinal and
behavioural loyalty across the two fan groups.
Collectively, these findings indicate that fans of both
football and other sports in Brazil share some
underlying motivational drivers of attitudinal loyalty
and behavioural loyalty.
These findings will assist sports-marketing practitioners of
sports competing with football to formulate more effective,
fan-centric marketing-communication strategies leading to
a larger loyal fan base.

17
So...
 This study has increased our understanding of the
motivational drivers of attitudinal loyalty and behavioural
loyalty for fans of football and other sports in Brazil.
 Practitioners can also use these findings to formulate more
effective marketing strategies. Through the improved
understanding of sports fans in Brazil that these results
contribute to, sports marketers can gain insights that could
help in developing and maintaining a stable fan base.

 A cross-sectional, Brazilian
student sample was used.
 The results for the non-
football fans may have been
attenuated by the diversity of
sports, which may have also
affected the cross-group
comparisons with football fans
Limitations

Thank you for
your attention!
Dr. Mauro José de Oliveira
Centro Universitário da FEI,
São Paulo, Brazil
maurojornalista@fei.edu.br
Dr. Sören Köcher
TU Dortmund University ,
Dortmund, Germany
soeren.koecher@tu-dortmund.de
Dr. Philip J. Rosenberger III
Newcastle Business School
Ourimbah, Australia
philip.rosenbergiii@newcastle.edu.au
Dr. Mohammad M. Rahman
Shandong University
Jinan, P. R. China
mohammad.rahman@sdu.edu.cn
Jin Ho Yun
SungKyunKwan Graduate
School of Business
Seoul, Republic of Korea
jin.ho.yun90@gmail.com

20
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