ABSTRACT
This paper aims to develop and validate a scale for measuring the effects of team identification among Brazilian soccer fans. These effects are explored from attitudinal (team commitment) and behavioral avenues (team loyalty and consumption). A survey was conducted in two samples, an online and non-probabilistic sample for exploratory factor analysis (507 respondents) and a face-to-face and probabilistic sample for confirmatory factor analysis (363 respondents). Considering that soccer is one of the leading expressions of Brazilian life, the scale provides a useful tool for measuring elements inherent to sports consumption. The article contributes to marketing, advancing the scientific capacity to comprehend the complex effects of soccer fans identifying so strongly with their teams. The practical application of the instrument allows soccer teams to gather more reliable and consistent diagnoses of their fans’ attitudes and behaviors.
Keywords:
Sports marketing; Team identification; Supporters; Soccer clubs; Marketing scales