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Sara Oliveira, Marina Cunha, António Rosado, and Cláudia Ferreira

This study aimed to test a model that hypothesized that the compassionate coach, as perceived by the athletes, has an impact on athlete-related social safeness and psychological health, through shame and self-criticism. The sample comprised 270 Portuguese adult athletes, who practiced different competitive sports. The path analysis results confirmed the adequacy of the proposed model, which explained 45% of the psychological health’s variance. Results demonstrated that athletes who perceive their coaches as more compassionate tend to present higher levels of social safeness (feelings of belonging to the team) and of psychological health, through lower levels of shame and self-criticism. These novel findings suggest the importance of the adoption of supportive, warm, safe, and compassionate attitudes from coaches in athletes’ mental health. This study also offers important insights by suggesting that feelings of acceptance and connectedness in team relationships may be at the root of athletes’ emotional processes and well-being.

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Rui Biscaia, Abel Correia, Antonio Fernando Rosado, Stephen D. Ross, and João Maroco

Sponsorship studies have generally been focused on attitudinal measures of fan loyalty to understand the reactions to abstract sponsors. This study examines the relationships between both attitudinal and behavioral loyalty with sponsorship awareness, attitude toward two actual sponsors, and purchase intentions. Data were collected among fans of a professional soccer team, and the results of a structural equation model provide evidence that attitudinal loyalty impacts the attitude toward both sponsors and purchase intentions. Behavioral loyalty influences sponsorship awareness, and impacts differently the attitude and purchase intentions toward each sponsor. Sponsorship awareness influences significantly the attitude toward both sponsors, while the attitude toward the sponsor was the strongest predictor of purchase intentions. These findings highlight the importance of examining actual sponsors and suggest managerial implications, such as the need for sponsors to help attract fans to the stadium and to design additional activation strategies to improve sponsorship value.