Pode uma marca desportiva ser uma Love Brand?

: estudo de caso Sport Lisboa e Benfica

Abstract

In a world in which the relationship of consumers with the brand is increasingly important, brands are looking to find and leverage means of loyalty beyond the traditional ones, such as membership cards or newsletter subscriptions. This is because, due to social networks, consumers increasingly give and share their opinions with those close to them.In this sense, the concept of Brand Love has been the subject of studies, because the characteristics lead to a strong and lasting relationship between the consumer and the brand. Thus, it was intended to study whether consumers and sports fans consider their relationship with sports brands to be strong and lasting, that is, if there is a Brand Love relationship.This investigation focused on the specific case of Sport Lisboa e Benfica and through the application of a questionnaire survey, it was possible to confirm that this brand is in fact a Brand Love. Additionally, it was found that Benfica supporters feel that the importance the brand gives them has a different degree from the importance that the supporters give it.

Date of Award	23 Feb 2022
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	João Simão (Supervisor)