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- The influence of cultural events organized by hotels in the selection of the establishmentPublication . Correia, Pedro Pereira; Freitas, Bruno AbreuThe aim of the research was to provide theoretical and empirical data on the weight that cultural events organized by hotels have in the selection of the establishment. A qualitative exploratory methodology focused on a single point in time and in a non-artificial scenario was adopted. The elements of the investigation were the individual and the organization and the sampling method was the voluntary and non-probabilistic. The data collection was performed through face-to-face interviews with questionnaires serving as guides. Although the cultural events organized by hotels did not appear as a selection factor of the establishments, these events were attended by a considerable percentage of clients, who were influenced by marketing communications located inside the establishments. The study was limited by the data collection period, by the authors' lack of consensus on the subject and little research on the topic.
- How the Negative Public View of Videogames Threatens Esports SponsorsPublication . Freitas, Bruno Duarte Abreu; Contreras-Espinosa, Ruth S.
- Identifying the pros, cons and tactics of eSports sponsorships: an integrative literature reviewPublication . Freitas, Bruno Duarte Abreu; Contreras-Espinosa, Ruth Sofia; Correia, Pedro Álvaro PereiraThis research aimed to identify the pros and cons of sponsoring eSports, as well as the tactics to maximize them and mitigate them, respectively. An exploratory method focused on an integrative literature review was used. The most attractive elements are the enhancement of brand awareness, image and sales, the high sponsorship acceptance and a positive cost-benefit ratio. Hence, brands should start sponsoring pro-players and tournaments, perform in-game branding, and create relevant-added value as soon as possible. The most threatening elements are disreputable behaviour, negative media influence, the industry’s infancy, the videogames’ short lifespan, long-term investments, poor performance, and the low visibility outside Twitch and YouTube. As such, brands must be in sync with the audience, punish disreputable behaviour, promote gaming’s acceptance, study the market, and commit to long-term investments.
- O ensino dos jogos desportivos coletivos de invasão segundo uma abordagem tática ao jogo: um estudo quasiexperimental em alunos do ensino básicoPublication . Gouveia, Élvio Rúbio; Ihle, Andreas; Gouveia, Bruna; Kliegel, Matthias; Malho, Hélvio; Freitas, Bruno; Oliveira, Ricardo; Gaspar, Maria; Freitas, Duarte; Prudente, João; Lopes, Helder
- The benefits and risks of sponsoring eSports: brief literature reviewPublication . Freitas, Bruno Duarte Abreu; Contreras-Espinosa, Ruth S.; Correia, Pedro Álvaro Pereira
- How sponsors should bring relevant-added value to esportsPublication . Freitas, Bruno Duarte Abreu; Contreras-Espinosa, Ruth Sofia; Correia, Pedro Álvaro PereiraThis paper aimed to determine what types of relevant-added value esports fans most want sponsors to bring to them and to the competitive gaming industry. A review of the literature permitted the development of a conceptual model which was subsequently improved by analysing empirical data. A quantitative exploratory research was conducted on 1,359 esports fans who were sampled through a non-probability purposive heterogeneous method. Data was collected through a closed-ended online structured survey. The data showed that two of the three most wanted means for bringing relevant added value are by directly helping the esports industry rather than focusing on the fans. Specifically, supporting the tournaments and pro-players and promoting good practice and integrity were highly valued. Most brands are still unaware of how to conduct effective esports sponsorships. By being one of the first studies in this area, this research provides brands with useful guidelines for developing sustainable esports sponsorships.
- Sponsoring esports to improve brand imagePublication . Freitas, Bruno Duarte Abreu; Contreras-Espinosa, Ruth Sofia; Correia, Pedro Álvaro PereiraThis research aimed to identify how esports sponsorships affect the sponsors’ brand image. An exploratory focus was adopted along with a convergent-parallel mixed method with equal status. Twenty-two experts in esports sponsorships were interviewed and 5,638 esports fans were surveyed. Quantitative data was processed on SPSS 25 and qualitative data on NVivo 10. The two data sets were analysed separately from one another, but the results were interpreted together and given the same level of importance. The results showed that all experts believe that sponsoring esports can positively affect the sponsors’ brand image and roughly one-third of fans perceive more positively a small number of brands as a result of them sponsoring esports. This image improvement is, however, dependent on multiple variables, including activation strategy, brand type, and target audience. The findings are relevant for academics and companies looking to better understand the brand image effects of sponsoring esports.
- Esports Sponsorships: The Double-Edged Sword Effect of Having a Very Vocal AudiencePublication . Freitas, Bruno Duarte Abreu; Contreras-Espinosa, Ruth S.; Correia, Pedro Álvaro PereiraEsports fans have been known for being heavy consumers of compet itive gaming content and for being digital natives who love to comment about esports on numerous social platforms. This has attracted various sponsors inter ested in capitalizing in this social buzz. However, there have been signs that this high vocality can in fact heavily damage several sponsors. Hence, this research aimed to determine if esports fans’ high vocality is a benefit and/or a risk to these sponsors. To achieve this, we adopted a qualitative exploratory design to interview, via digital platforms, 10 esports sponsorship experts. In total, we in terviewed two endemic and three non-endemic esports sponsors and five mar keting agencies with experience in esports sponsorships. They were sampled via a nonprobability purposive heterogeneous method and were reached via the companies’ website contact sections. Data were analyzed with the assistance of NVivo 10. The overall results showed that all experts agreed that this high vo cality can both benefit and damage esports sponsors. The uniformity in the an swers showed that this element is not a greater benefit or risk to a particular type of esports sponsor. Ergo we considered that the high vocality of esports fans is a double-edged sword. This study is necessary because, despite esports’ massive growth, this field has received scant scientific attention, with the spe cific areas of esports marketing and esports sponsorships being even more se verely overlooked. Besides, from a business standpoint, the findings are highly significant for every sponsor looking to better comprehend esports and its fan base
- O ensino dos jogos desportivos coletivos de invasão: um estudo de intervenção em alunos do 3º CicloPublication . Freitas, Bruno; Gaspar, Maria; Malho, Hélvio; Oliveira, Ricardo; Gouveia, Élvio R.Objetivos: (1) apresentar um estudo quasi-experimental para aferir a eficácia de uma abordagem tática ao ensino dos jogos desportivas coletivos de invasão (JDC-I), e (2) apresentar os resultados da fiabilidade da equipa de avaliação num estudo piloto. Neste estudo, serão incluídas 4 turmas do 3º Ciclo, divididas em dois grupos: experimental (GE) e controlo (GC). O GE será submetido a uma abordagem tática ao ensino do jogo nos JDC-I. No GC manter-se-á a prática usual do ensino dos jogos. A intervenção decorrerá durante 18 a 20 horas. O tempo de empenhamento motor será avaliado através da observação direta. Avaliação da performance em jogo será realizada através do Game performance Assessment Instrument. A preparação da equipa de observadores incluiu um estudo piloto em 8 alunos, filmados em situação de jogo de basquetebol. Cada aluno foi observado durante 10 min. por todos os observadores no mesmo frame de tempo. Os coeficientes de correlação intra-classe entre os observadores e o valor critério variaram entre .997 e .448. O presente estudo procura acrescentar informação sobre a eficácia de uma abordagem tática ao ensino dos JDC-I. Os resultados do estudo piloto permitiram fazer adaptações à observadores no estudo principal.
- VII International Forum of Management – Madeira: book of proceedingsPublication . Correia, Pedro Álvaro Pereira; Martins, António; Freitas, Bruno Duarte Abreu; Matos, Conceição; Gouveia, Ricardo