O USO DO MARKETING ESPORTIVO POR EMPRESAS PROVEDORAS DE INTERNET: AS ESTRATÉGIAS PARA ATRAIR CLIENTES E FORTALECER MARCAS
O USO DO MARKETING ESPORTIVO POR EMPRESAS PROVEDORAS DE INTERNET: AS ESTRATÉGIAS PARA ATRAIR CLIENTES E FORTALECER MARCAS
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DOI: https://doi.org/10.22533/at.ed.42624050221
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Palavras-chave: Marketing Esportivo. Fortalecimento da Marca. Provedor de Internet.
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Keywords: Sports Marketing. Brand Strengthening. Internet Provide.
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Abstract: Sports marketing can be seen as a strategic tool by companies that wish to use this resource to increase their visibility and strengthen their brand, adding the positive values of sport to their products and/or services, with the main authors of this research , the studies by Melo Neto (2020), and Dua and Farias (2014) regarding sports marketing. From this perspective, the following guiding question emerged that asks about how investment in sports marketing has influenced the results of internet provider companies in Floriano-PI. With this, the aim was to find out what results have been achieved by these companies through investment in sports marketing. This research is exploratory and descriptive in nature, in which it was divided into two moments, a bibliographical survey composed of materials on the topic, and the carrying out of a multiple case study with two internet provider companies in the city of Floriano-PI. To collect data, a virtual interview was carried out with marketing managers and was supported by an interview guide containing twelve standardized and open-structured questions seeking individuality and subjectivity in the answers. The results obtained reveal that sports marketing is seen and applied in different ways by companies in the internet sector in the city of Floriano-PI, but by using strategic resources involving sport, it enabled both companies to achieve positive perceptions for their brand in the community where they are located. In relation to companies, it was observed that when using sports marketing as a tool to remain active in the customer's mind, there was brand recognition by these people involved with the sponsored sport, giving visibility and reinforcing the maintenance of the brand image.
- Bruno Eduardo de Oliveira Sousa
- Shauanda Stefhanny Leal Gadêlha Fontes