Axial coding was performed in order to understand the relationship between codes and categories Miles and Huberman, and major themes Spiggle,specifically, the interplay between consumer identity and entertainment, and the commodification resulting from the market structure and management practices. In this last stage of the analysis, data was combined aiming to understand the practices and strategies of the clubs and the outputs of these strategies. The codes, categories and themes were organized in a visual map containing human and non-human actors e. This map was used as a network of meanings that facilitated the data analysis, always with the research objective in mind, in order to generate theory. Consensus between the authors was reached at the theoretical level - at the emergent themes level Spiggle, Results This section describes the interplay between global and local brands and the elements that maintain their legitimacy in the Brazilian football market.
Requisitos de sistema
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