Abstract
Aim: This study aimed to analyze, through games, the motives for the consumption of the National Basketball Association (NBA) by Brazilian fans and the influence on the consumption intentions of these fans. Methods: The study has a quantitative approach and used an online questionnaire consisting of nine motives for sports consumption and a dimension to analyze behavioral intentions. The sample consisted of 336 individuals over 18 years of age who declared that they support a team in the competition. Data were analyzed using a two-step Structural Equation Modeling in Amos 26.0. Results: The average age of respondents was 24.20 years (±6.70), mostly men (91.7%), with complete high school (45.8%), single (83.6%), who watch 3 to 5 NBA games per week (53.6 %), mostly through the internet (56.8%), and who do not usually buy NBA-licensed products (58.0%). Analysis of the causal model indicated that both vicarious achievement (β = 0.55; p < 0.01) and social interaction (β = 0.28; p < 0.01) are motives that positively influenced behavioral intentions related to NBA. Conclusion: Motives such as the acquisition of knowledge, drama, interest in basketball, and knowledge of the game are highly valued by Brazilian fans who consume the NBA. In addition, the fans' sense of accomplishment with their team's victory and the social interaction offered by the games, even if distant, are important factors that influence the behavioral intentions of these fans.
Highlights
The development of sports organizations today means that they are considered much more than local institutions, but real undertakings endowed with a recognizably strong brand[1]
The analysis indicated that the Vicarious Achievement and Social Interaction dimensions had a statistically significant influence on behavioral intentions
The results presented in this study could provide important information for making strategic decisions about actions that can be taken considering the motives for the consumption of the National Basketball Association (NBA) in Brazil
Summary
The development of sports organizations today means that they are considered much more than local institutions, but real undertakings endowed with a recognizably strong brand[1]. In the case of the National Basketball Association (NBA), one of the top four North American sports leagues, the three most valuable teams in the competition, the New York Knicks, Golden State Warriors, and Los Angeles Lakers, respectively, are worth more than 14 billion dollars[3] The grandeur of these organizations makes it clear that they must think globally and expand their brands to foreign markets[4]. For Pu and James[6], different from local fans, who are geographically close to the team they support, distant fans can be considered individuals who follow a sports team that is far away geographically and have never lived or been physically close to that team In this sense, Brazil has shown itself to be an important market for the NBA, considering that at different times they have played off-season games in the country and have around 41 million fans[7]. This information raises a discussion about the motives that lead distant fans to connect with foreign teams, in this case, what makes Brazilian’s consumers of the NBA
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