| Resumo: | For the last decades the interaction between brand and consumer has been profoundly investigated, leading companies to completely change their Marketing strategy. From Transactional, to a Relationship approach and finally the Consumer Experience. However, the year of 2020 will always be remembered not only for the COVID19 pandemic scenario, but also, the year organizations were defied as never before. With the social distancing paradigm, organizations were forced to change their approach on how to maintain Consumer Engagement. Event based sectors were tremendously affected and the Sports industry was no exception. For 4 months, the weekly live supporters were obliged to only assist their Club games through TV broadcast, jeopardizing their engagement and love for the club. This dissertation, focuses on how this experiential shift to a Telepresence scenario, will affect the Emotional States amongst Sports Clubs supporters, and how will this enhance their Brand Love. The results of this study show that Consumer Experience does in fact, influence Brand Love via Telepresence and Emotional States. But the same do not verify when considering this intermediated influence for Brand Engagement. It is also possible to observe the moderator effect that Emotional States represent, when considering the influence Brand Engagement reflects of Brand Love.
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