The Legitimation of Global Football Brands in the Brazilian Marketplace
DOI:
https://doi.org/10.18568/internext.v15i1.540Keywords:
Globalization, Global Brands, Market Dynamics, Institutional Theory, FootballAbstract
Objective: This research aims to examine the institutional changes triggered by the interplay between global and local brands to advance the understanding of the legitimation process in established marketplaces.
Method: Data was collected from blogs and sites of football specialists and in-depth interviews with professionals in the football business in Brazil. The analyses process was inductive inspired by Grounded Theory.
Main Results: The analysis provides evidence of the legitimation of global brands in the Brazilian market, and, in contrast to expectations based on previous studies, the legitimation of local brands was maintained.
Relevance/originality: Local brands maintain the legitimation and have high levels of acceptance in this social context because they are an expression of the local culture, iconic brands, and identity symbols.
Theoretical/Methodological Contributions: Understanding the dynamics of a market requires the comprehension of the legitimacy process of its institutions. The contribution of this study is to discuss the effects of the destabilization provoked by the global brands' legitimacy in local markets.
Downloads
References
Askegaard, S. (2006). Brands as a global ideoscape. Brand culture, 91-102.
Bertozzi, L. A Lei Bosman se consolidou e mudou o futebol mundial. Disponível em http://trivela.uol.com.br/trivela-15-anos-lei-bosman-se-consolidou-e-mudou-o-cenario-na-europa-por-leonardo-bertozzi/ Access in 07/14/2014.
Bromberger, C. (1995). Football as world-view and as ritual. French Cultural Studies, 6(18), 293-311.
Castellano, S., and Ivanova, O. (2017). Signaling legitimacy in global contexts: the case of small wine producers in Bulgaria. European Business Review, 29(2), 243-255.
Damo, A. S. (2006). A magia da seleção. Revista Brasileira de Ciências do Esporte, 28(1), 73-90.
Datafolha . Time de preferência e opinião sobre futebol em São Paulo. Disponível em <http://media.folha.uol.com.br/datafolha/2017/03/01/11f6fbe9ed8153c091e0d3d1f320753321c808c8.pdf>. Access in 04/28/2017.
Deephouse, D. L., Bundy, J., Tost, L. P., and Suchman, M. C. (2017). Organizational legitimacy: Six key questions. The SAGE handbook of organizational institutionalism, 27-54.
Deephouse, D. L., and Suchman, M. (2013). Legitimacy in organizational institutionalism. In Powell, W. W., Colyvas, J. A., Greenwood, R., Oliver, C., Sahlin, K., & Suddaby, R. (2008). The Sage handbook of organizational institutionalism, 49-77.
Dionisio, P., Leal, C., and Moutinho, L. (2008). Fandom affiliation and tribal behaviour: a sports marketing application. Qualitative Market Research: An International Journal, 11(1), 17-39.
DiMaggio, P. J., and Powell, W. W. (1983). The iron cage revisited: Institutional isomorphism and collective rationality in organizational fields. American Sociological Review, 48(2), 147-160.
____. (1991). The new institutionalism in organizational analysis. University of Chicago Press.
Ertimur, B., and Coskuner-Balli, G. (2015). Navigating the institutional logics of markets: Implications for strategic brand management. Journal of Marketing,79(2), 40-61.
Fischer, E., Castilhos, R., and Fonseca, M. (2014). Entrevista qualitativa na pesquisa de Marketing e do consumidor: Abordagens paradigmáticas e orientações. REMark, 13(4), 67-79.
Folha de São Paulo. Maioria dos paulistanos não sabe o nome dos jogadores do seu time. Disponível em <http://www1.folha.uol.com.br/esporte/2017/03/1862592-maioria-nao-sabe-os-atletas-do-time-para-o-qual-torce.shtml>. Access in: 03/02/2017.
Fortune.com. Level up! Video Game Industry Revenues Soar in 2015.Disponível em < http://fortune.com/2016/02/16/video-game-industry-revenues-2015/>. Access in 07/15/2016.
Giesler, M. (2012). How doppelgänger brand images influence the market creation process: Longitudinal insights from the rise of botox cosmetic. Journal of Marketing, 76(6), 55-68.
Giulianotti, R. (2002). Supporters, followers, fans, and flaneurs: A taxonomy of spectator identities in football. Journal of Sport and Social Issues, 26(1), 25-46.
Giulianotti, R. (2012). Football. The Wiley. Blackwell Encyclopedia of Globalization.
Golant, B. D., and Sillince, J.A.A. (2007), The Constitution of Organizational Legitimacy: A Narrative Perspective, Organization Studies, 28 (8), 1149–67.
Greco, A. (2018). Brasil Colônia. Disponível em < http://esportes.estadao.com.br/noticias/futebol, brasil-colonia,70002410346>. Access in 07/22/2018.
Hakala, H., Niemi, L., and Kohtamäki, M. (2017). Online brand community practices and the construction of brand legitimacy. Marketing Theory, 17(4), 537-558.
Humphreys, A. (2010). Semiotic structure and the legitimation of consumption practices: The case of casino gambling. Journal of Consumer Research, 37(3), 490-510.
Humphreys, A., and Latour, K. A. (2013). Framing the game: Assessing the impact of cultural representations on consumer perceptions of legitimacy. Journal of Consumer Research, 40(4), 773-795.
Humphreys, A., Chaney, D., and Slimane, K. B. (2017). Megamarketing in contested markets: The struggle between maintaining and disrupting institutions. Thunderbird International Business Review, 59(5), 613-622.
Jepperson, R. L. (1991). Institutions, Institutional Effects, and Institutionalism. In DiMaggio, P. J., & Powell, W. W. (Eds.). (1991). The new institutionalism in organizational analysis. University of Chicago Press.
Karababa, E., and Ger, G. (2011). Early modern Ottoman coffeehouse culture and the formation of the consumer subject. Journal of Consumer Research, 37(5), 737-760.
Mansur, C. E. Vinicius Junior: 'Em dois meses no Real Madrid, evoluí o que levaria um ano no Brasil'. Disponível em < https://extra.globo.com/esporte/vinicius-junior-em-dois-meses-no-real-madrid-evolui-que-levaria-um-ano-no-brasil-23774435.html>. Access in 05/11/2019
McCracken, G. (1988). The long interview. Sage Publications.
McDonagh, P. (2017). Football–marketplace icon? Consumption Markets & Culture, 1-5.
Meyer, J. W., and Rowan, B. (1977). Institutionalized organizations: Formal structure as myth and ceremony. American Journal of Sociology, 83(2), 340-363.
Miles, M. B., and Huberman, A. M. (1994). Qualitative data analysis: An expanded sourcebook. Sage Publications.
Miles, M. B., Huberman, A. M., and Saldaña, J. (2013). Qualitative data analysis: A methods sourcebook. SAGE Publications. 3rd.
Scaraboto, D., and Fischer, E. (2013). Frustrated fatshionistas: An institutional theory perspective on consumer quests for greater choice in mainstream markets. Journal of Consumer Research, 39(6), 1234-1257.
Seixas, F. Carta a uma jovem torcedora. Disponível em < https://fabioseixas.blogfolha.uol.com.br/2013/06/30/carta-a-uma-jovem-torcedora/ Access in 14/07/2016
Scott, W. R. (2008). Institutions and organizations: Ideas, interests, and identities. Sage.
Slimane, K. B., Chaney, D., Humphreys, A., and Leca, B. (2019). Bringing institutional theory to marketing: Taking stock and future research directions. Journal of Business Research, 105 (Dec), 389-394.
SPC Brasil. (2016). Gastos com futebol desequilibram orçamento de 2 em cada 10 torcedores. Disponível em <https://www.spcbrasil.org.br/pesquisas/pesquisa/1970>. Access in 01/09/17.
Spiggle, S. (1994). Analysis and interpretation of qualitative data in consumer research. Journal of consumer research, 21(3), 491-503.
Corbin, J., and Strauss, A. (2008). Basics of Qualitative Research. (3rd Ed.). Sage Publications.
Suchman, M.C. (1995) ‘Managing Legitimacy: Strategic and Institutional Approaches’, Academy of Management Review 20(3): 571–611.
Thornton, P. H, and Ocasio, W (2008). Institutional logics. The Sage handbook of organizational institutionalism, 840p, 99-128.
Thornton, P. H., Ocasio, W., and Lounsbury, M. (2012). The institutional logics perspective: A new approach to culture, structure, and process. Oxford University Press.
Toledo, L. H. de (2010). Torcer: a metafísica do homem comum. Revista de História, (163), 175-189.
Walsh, A. J. and Giulianotti, R. (2001). This sporting mammon: A normative critique of the commodification of sport. Journal of the Philosophy of Sport, 28(1), 53-77.
Weijo, H. A., Martin, D. M., and Arnould, E. J. (2018). Consumer movements and collective creativity: The case of restaurant day. Journal of Consumer Research, 45(2), 251-274.
Zucker, L. G. (1977). The role of institutionalization in cultural persistence. American Sociological Review, 42(5), 726-743.
Downloads
Published
How to Cite
Issue
Section
License
- The author(s) authorize the publication of the article in the journal;
- The author(s) ensure that the contribution is original and unpublished and is not being evaluated in other journal(s);
- The journal is not responsible for the opinions, ideas and concepts expressed in the texts because they are the sole responsibility of the author(s);
- In case an article will be approved for publication, the author will sign the term of Cession of Copyright to the journal, according to the download form.
