RESUMO Apesar de ser o esporte mais popular do país, o futebol sofre com problemas estruturais. Profissionais de marketing pouco sabem sobre os fatores que determinam variáveis de desempenho. Pesquisas existentes são desenvolvidas segundo uma lógica estritamente econômica, atribuindo importância a uma variável dependente apenas, o público total das partidas. Este artigo apresenta uma abordagem que operacionaliza uma medida de Brand Equity baseado nas vendas (SBBE) como determinante do desempenho (receitas e demanda proporcional) em estádios de futebol brasileiros. A metodologia envolveu um modelo de regressão canônica com duas variáveis dependentes, utilizando o Desempenho em Campo e o SBBE como principais direcionadores do desempenho mercadológico. O pressuposto que norteou o desenvolvimento dos modelos foi a discussão a respeito da multidimensionalidade do desempenho e a importância em se testar a correlação potencial entre variáveis de desempenho. O modelo foi estimado sobre uma base de dados contendo todas as partidas da Série A do Brasileirão realizadas entre 2012 e 2017. O principal resultado destaca o poder do SBBE como ‘driver’ do desempenho nos estádios brasileiros. Corinthians e Flamengo, as duas principais marcas de clubes de futebol, exercem influência positiva consideravelmente superior aos seus concorrentes.

ABSTRACT Despite being the most popular sport in Brazil, soccer suffers from structural problems. Managers working in this reality know little about the factors that determine performance measures in stadiums. Existing research is undertaken according to an economic logic, which attributes importance to a dependent variable only, the total attendance of soccer matches. This article presents an approach that retrieves a sales-based brand equity (SBBE) measure responsible for performance (revenues and proportional demand) in Brazilian soccer stadiums. The methodology involved a process of a canonical regression model with two dependent variables using on-field performance and SBBE as the main drivers of marketing performance. The theoretical assumption underlying the models is the discussion about the multidimensionality of performance and the importance of testing the potential correlation amongst marketing performance variables. The model developed was estimated using all matches of the Premium Division of Brazilian Championship (Série A) held between 2012 and 2017. The main result highlights the power of SBBE as the primary driver of performance in Brazilian stadiums. Corinthians and Flamengo, the two most important Brazilian soccer club brands, exert a positive influence considerably higher than all other competitors.

Abstract Purpose This paper aims to identify if entrepreneurship as a career option is related to job satisfaction and family satisfaction by comparing entrepreneurs with non-entrepreneurs. To do so, a tool was used to measure job satisfaction, family satisfaction and the existence of interrole conflicts. Design/methodology/approach Cluster analysis and linear regression models were used to test the hypotheses. Findings Results indicate that there is a positive relationship and that entrepreneurs have higher rates of job satisfaction than non-entrepreneurs. Contrary to what the literature suggests, this study found that entrepreneurs have a higher rate of family satisfaction than non-entrepreneurs, and that there is no difference between men’s and women’s levels of satisfaction. Research limitations/implications Among the limitations of the research, the authors cite the fact that there was no randomness in the designation of the respondents and the fact that the answers were obtained by self-report. Also, the research was cross-sectional, making it impossible to compare answers between the same individuals at different points of time. Practical implications Results can help individuals decide whether to start a business and to assist development agencies in the creation of incentive policies. Originality/value As an academic implication, results contribute to the literature on this topic by relating entrepreneurship with the quality of life and not only with financial variables. Yet, it is one of the first studies on this topic in Brazil.