Virtues of Tribal Behaviour in Sport: The Case of Portuguese Football Brands

Tiago Vieira, Dora Maria Simões


The tribal behaviour of sport consumers can be observed in football through individuals who unite around a great passion for their team, sharing symbols, rituals, and specific places of worship. Founded on this assumption, a conceptual model was developed based on virtues of sport tribal behaviour to explore the influence of the tribal behaviour of Portuguese football consumers on the brands of three most popular sport clubs. This paper presents an exploratory study conducted with supporters and members of the three most popular football clubs in Portugal. An online questionnaire survey was used, in which were validated 376 answers. The findings suggest the existence of significant differences between the level of tribalism of the football clubs and that the sport tribal behaviour can positively influence word-of-mouth, brand advocacy, and interaction on social networks. This research contributed to identifying and improving the understanding of the key elements of tribal sports behaviour and its virtues, so relevant in brands management.




tribal behaviour, football brands, sports marketing.

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International Journal of Marketing, Communication and New Media

ISSN: 2182-9306

DOI: 10.54663/2182-9306

Qualis Periódicos - CAPES: B2



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