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

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  • Edson Coutinho da Silva
  • Alexandre Luzzi Las Casas

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.

Suggested Citation

  • Edson Coutinho da Silva & Alexandre Luzzi Las Casas, 2018. "The Key-Attributes That Influence the Fans¡¯ Perceptions of the Corinthians¡¯ Ecosystem," International Journal of Business Administration, International Journal of Business Administration, Sciedu Press, vol. 9(4), pages 50-63, July.
    • Handle: RePEc:jfr:ijba11:v:9:y:2018:i:4:p:50-63
    DOI: 10.5430/ijba.v9n4p50
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    References listed on IDEAS

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