Corporate brand building from the corporate stories perspective: a Brazilian football teams study

Edson Roberto Scharf, Francisco Giovanni David Vieira, Richard Perassi Luiz de Sousa, Edimar Russi
2017 Cadernos EBAPE.BR  
The study aims to investigate the content of corporate stories of the Brazilian's football clubs and how these stories are used to build their corporate brands. The stories were collected from the corporate websites of football clubs in Brazil belonging to series A, B and C. A qualitative analysis of the corporate stories was carried on by means of content analysis of the corpus resulting from them. The results showed that emotion is a key element and is most strongly represented in the
more » ... . The findings also revealed that although the clubs work with human talent, and positive results of the teams in the pitch are dependent on talent, this important aspect is practically forgotten on the websites. Academic and managerial implications, as well as limitations of the study are presented at the end.
doi:10.1590/1679-395151090 fatcat:kohemkjmxnhxrbgvsk3nuvqjpi