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Consumption attachments of Brazilian fans of the National Football League : a netnography on Twitter interactions
Moura, Bruno Melo; Souza-Leão, André Luiz Maranhão de - In: Innovation & management review 17 (2020) 3, pp. 251-266
Purpose The National Football League (NFL), the most lucrative sports league in the world, has its second largest foreign audience in Brazil. Its Brazilian broadcasts stimulate the audience to extrapolate television reception and interact through a social media platform, seeking to integrate a...
Persistent link: https://www.econbiz.de/10012262349
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Developing affective brands : paratextualization in the entertainment industry
Souza-Leão, André Luiz Maranhão de; Moura, Bruno Melo; … - In: Review of marketing science 21 (2023) 1, pp. 111-141
Persistent link: https://www.econbiz.de/10014364897
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The prosumer faces : the representation of the productive consumer in the marketing literature
Santana, Italo Rogerio Correia de; Souza-Leão, André … - In: Consumer behavior review : CBR 6 (2022) 1, pp. 1-15
Persistent link: https://www.econbiz.de/10013532226
Cover Image
Consumption attachments of Brazilian fans of the National Football League: A netnography on Twitter interactions
Moura, Bruno Melo; de Souza-Leão, André Luiz Maranhão - In: Innovation & Management Review 17 (2020) 3, pp. 251-266
Purpose - The National Football League (NFL), the most lucrative sports league in the world, has its second largest foreign audience in Brazil. Its Brazilian broadcasts stimulate the audience to extrapolate television reception and interact through a social media platform, seeking to integrate a...
Persistent link: https://www.econbiz.de/10012484290