The Preferences of Sporting Cp Supporters: an Analysis Based on Promoted Youth Players
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! ! THE PREFERENCES OF SPORTING CP SUPPORTERS: AN ANALYSIS BASED ON PROMOTED YOUTH PLAYERS Hugo Filipe Antunes de Abreu Master Dissertation In Marketing Supervisor: Dr. Paulo Rita, Professor of Marketing, ISCTE-IUL Business School Co-supervisor: Dr. Bradley Wilson, Senior Lecturer, School of Media and Communication, RMIT University, Australia April 2013 ! The preferences of Sporting CP Supporters: An analysis based on Promoted Youth Players ! ! ! ! ! “It’s not that I am not interested in playing for an English club, it’s more that I believe the best place for me to progress is at Sporting, where they give a lot of opportunities to young players. Maybe some players lose their heads when they go to big clubs because they think they are a big deal, I’m not sure.” - Eric Dier, 20 January 2011, www.dailymail.co.uk ! ! ! ! ! ! ""! ! The preferences of Sporting CP Supporters: An analysis based on Promoted Youth Players Thanks First of all I would like to thank to my supervisors: Dr Paulo Rita from ISCTE Business School (Portugal) and Dr Bradley Wilson from Royal Melbourne Institute of Technology (Australia) for all advices they gave me and for all time they invested to make this dissertation the best as possible. Their contribution was fundamental for the quality of this dissertation. There were also two crucial people who helped me with statistical software: Maria Inês Marques, who explained me some statistical procedures on SPSS, and Fernando Afonso, who taught me how to manage SPSS AMOS. I want to thank to all 1054 people who answered to my survey. Without them this study cannot be performed. Furthermore, a special thanks to all people who shared and invited friends to answer to my survey: André Lopes, Bráulio Alturas, Daniela Venda, Diogo Conceição, Diogo Tomaz, Filipa Montez, Filipe Santos, Inês Serraninho, Mariana Lopes, Mário Silva, Marta Ramos, Miguel Morgado, Paulo Baumhammer, Pedro Emídio, Raquel Braz, Sónia Filipe and Tomás Rugeroni, among others, who did it anonymously . A huge contribution was also given by the website “ForumSCP” and by the Facebook pages “Cortina Verde”, and “Eu vi o Sporting a eliminar o Man. City”. Their shares contributed to a huge amount of answers. Thank you for your crucial contribution! Finally, I want to thank to all people who directly and indirectly contributed for the success of this dissertation. """! ! The preferences of Sporting CP Supporters: An analysis based on Promoted Youth Players Table of Contents 1) INTRODUCTION ................................................................................................................ 1 2) LITERATURE REVIEW ................................................................................................... 3 2.1) Introduction ....................................................................................................................... 3 2.2) Brand Value Perception ................................................................................................... 3 2.3) The Football Supporters ................................................................................................... 4 2.3.1) Fan Behaviour and Motivations ................................................................................... 4 2.3.1.1) Tribal Behaviour of Sporting CP Fans ...................................................................... 6 2.3.2) Involvement and Identification with the club .............................................................. 7 2.3.3) Loyalty and Self-Monitoring ....................................................................................... 9 2.3.4) Relation with the Players ........................................................................................... 10 2.3.4.1) The Effects of Star Players ..................................................................................... 11 2.3.4.2) Attitudes towards promoted youth players ............................................................. 11 2.4) The Football Clubs .......................................................................................................... 12 2.4.2) The Globalization in Football .................................................................................... 12 2.4.2.1) The Effect of the Foreign Players ........................................................................... 15 2.4.3) The Effect of Economic Crisis in Football ................................................................ 16 2.4.3.1) Moneyball perspective ............................................................................................ 17 2.4.4) Training Clubs ........................................................................................................... 18 2.4.4.1) Make players instead of buy them .......................................................................... 19 2.4.5) The Current Strategy of Sporting ............................................................................... 21 2.5) Study Variables ............................................................................................................... 23 2.6) Research Framework ...................................................................................................... 24 2.7) Model Figure ................................................................................................................... 26 3) METHODOLOGY ............................................................................................................ 27 3.1) Questions .......................................................................................................................... 28 "#! ! The preferences of Sporting CP Supporters: An analysis based on Promoted Youth Players 3.2) Survey and scales ............................................................................................................ 28 3.3) Data Collection ................................................................................................................ 29 3.4) Sample .............................................................................................................................. 30 3.5) Data Analysis ................................................................................................................... 30 4) RESULTS ........................................................................................................................... 34 4.1) Sample Segmentation ...................................................................................................... 34 4.1.1) Age and Gender distribution ...................................................................................... 34 4.1.2) Official Members of Sporting CP .............................................................................. 35 4.1.3) Stadium Attendance ................................................................................................... 35 4.1.4) Season Tickets ........................................................................................................... 36 4.1.4) Games on TV ............................................................................................................. 37 4.2) Supporters’ opinions and motivations .......................................................................... 38 4.2.1) Opinions regarding Promoted Youth Players and External Players .......................... 38 4.2.2) Stadium Attendance and Promoted Youth Players .................................................... 40 4.2.3) Team Tradition ........................................................................................................... 41 4.2.4) Identification .............................................................................................................. 41 4.2.5) Team Performance ..................................................................................................... 42 4.2.6) Motivations ................................................................................................................ 43 4.2.7) Value Perception ........................................................................................................ 45 4.2.8) Self Monitoring .......................................................................................................... 46 4.2.9) Loyalty ....................................................................................................................... 47 4.9.10) Supporters’ Overview .............................................................................................. 48 4.3) Hypotheses testing ........................................................................................................... 49 4.3.1) First measurement: Whole sample ............................................................................. 50 4.3.1.1) Single Construct Analysis: Identification ............................................................... 52 4.3.1.2) Single Construct Analysis: Value Perception ......................................................... 53 4.3.2) Analysis of the whole model ...................................................................................... 55 4.3.3) Second measurement: Sporting Members ................................................................. 57 4.3.3.1) Single Construct Analysis: Identification ............................................................... 57 "! ! The preferences of Sporting CP Supporters: An analysis based on Promoted Youth Players 4.3.3.2) Single Construct Analysis: Value Perception