Publication: La personalidad de marca para la mejora de la lealtad en
servicios deportivos: el rol de la congruencia
Authors
Alguacil, Mario ; Parra-Camacho, D. ; Mundina, C.
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Publisher
Murcia: Servicio de Publicaciones de la Universidad de Murcia
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DOI
https://doi.org/10.6018/sportk.362321
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info:eu-repo/semantics/article
Description
Abstract
Esta investigación pretende comprobar si la personalidad de
marca tiene una influencia en el aumento de los niveles de congruencia o
identificación que tiene el usuario con la marca, y si es así, en qué medida
lo hace. Del mismo modo, pretende conocer si dicha congruencia es un
elemento determinante para conseguir la lealtad de los usuarios de servicios
deportivos. Para ello, se ha utilizado un instrumento de medida formado
a partir de la bibliografía existente, analizando tanto la fiabilidad y validez
del instrumento como las relaciones entre las variables propuestas con el
programa de ecuaciones estructurales smartPLS. Los resultados indican que
las dimensiones de sinceridad, competencia y sofisticada de la personalidad
de marca influyen significativamente en la mejora de la congruencia y ex-
plican hasta un 55% de su varianza, así como la congruencia, por sí sola, es
capaz de explicar hasta un 52% de la varianza de la lealtad.
Abstract: This research aims to test whether and to what extent brand personality has an influence on the user’s increased levels of consistency or identification with the brand. Likewise, it seeks to know whether such congruence is a determining element for achieving the loyalty of users of sports services. To this end, a measuring instrument based on existing li- terature has been used to analyse both the reliability and validity of the instrument and the relationships between the variables proposed with the smartPLS structural equation programme. The results indicate that the sincerity, competence and sophistication dimensions of brand personality significantly influence the improvement of congruence and explain up to 55% of its variance, as well as congruence alone is capable of explaining up to 52% of the variance of loyalty.
Abstract: This research aims to test whether and to what extent brand personality has an influence on the user’s increased levels of consistency or identification with the brand. Likewise, it seeks to know whether such congruence is a determining element for achieving the loyalty of users of sports services. To this end, a measuring instrument based on existing li- terature has been used to analyse both the reliability and validity of the instrument and the relationships between the variables proposed with the smartPLS structural equation programme. The results indicate that the sincerity, competence and sophistication dimensions of brand personality significantly influence the improvement of congruence and explain up to 55% of its variance, as well as congruence alone is capable of explaining up to 52% of the variance of loyalty.
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Citation
Sport TK: revista euroamericana de ciencias del deporte, Vol. 8 Núm. 1 (2019): Suplemento 1. Monográfico. Análisis de servicios deportivos y perfil del usuario de centros deportivos
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