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Exploring the impact of Portuguese football players in the top 5 leagues: a brand analysis
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| 1.61 MB | Adobe PDF |
Orientador(es)
Resumo(s)
This work project aims to analyze the impact of Portuguese football players in the Top 5
leagues. This impact is analyzed from four different perspectives: Performance, Brand, Transfer
Market and Wages. Quantitative and qualitative analyses along with comparisons with two
benchmark groups were applied to assess the Portuguese impact in absolute and relative terms.
The findings from the brand analysis indicate that Portuguese players have a stronger brand
perception and social influence than Belgian and Dutch players. Furthermore, Portuguese
players were often associated with impactful traits and perceived as having a positive impact
across the top 5 leagues.
Descrição
Palavras-chave
Brand Impact Football Brand perception Portuguese