Associações à Marca Da Confederação Brasileira De Voleibol: Uma Ótica Do Consumidor.

Abstract

The management of sports organizations' brands is essential for the development of these entities. Associations are part of the brand image and are considered a bond created through the thoughts that consumers have about a particular brand, and they are fundamental to generating positive consumption behavior. This dissertation aimed to understand the brand associations of the Brazilian Volleyball Confederation and their influence on engagement and behavioral intentions of fans. To this end, the dissertation was developed following the Scandinavian model, where the first article was a systematic review of brand associations present within the internal ecosystem of sports brands, and the second article aimed to identify the brand associations of the Brazilian Volleyball Confederation and their impact on engagement and behavioral intentions. The analysis was conducted with a sample composed of consumers of Brazilian volleyball, and the results indicated that emotional brand associations, especially nostalgia, logo, and tradition, are the strongest and most relevant in consumers' perception. Furthermore, it was proven that brand associations have a significant influence on both engagement and behavioral intentions. Finally, this study contributes theoretically by filling a gap in the literature on institutional sports branding and proposes a framework on brand associations of sports management organizations that can be adaptable to other organizations. From a practical standpoint, the findings provide valuable support for the strategic brand management of the CBV, highlighting the central role of emotional associations in strengthening the bond with its consumers.