El impacto del valor de marca en la satisfacción de los aficionados al fútbol en Brasil (The impact of brand equity on satisfaction of football fans in Brazil)
DOI:
https://doi.org/10.47197/retos.v56.102036Palabras clave:
marketing, comportamiento del consumidor, organización y administraciónResumen
Aunque la literatura apunta a la influencia del valor de marca en la satisfacción de los aficionados al fútbol, el análisis de nuevas realidades puede ayudar en la toma de decisiones en su conjunto. El objetivo fue analizar el impacto del valor de marca en la satisfacción de los aficionados al fútbol en Brasil. El estudio se llevó a cabo en dos fases. La primera consistió en la adaptación y pre-prueba del instrumento. El segundo consistió en el modelo de medición y análisis del modelo estructural, basado en la recolección de datos en línea de 217 aficionados. Los datos fueron analizados por Modelos de Ecuaciones Estructurales en Amos 26.0. Los resultados indicaron que la interiorización, el éxito del equipo y del entrenador incidieron positivamente en la satisfacción, además de señalar la necesidad de que los equipos bien gestionen la contratación de entrenadores y jugadores. Las acciones de marketing deben resaltar los valores del equipo.
Palabras clave: marketing, comportamiento del consumidor, organización y administración.
Abstract. Although the literature points to the influence of brand equity on the satisfaction of football fans, the analysis of new realities can help managers' decision-making as a whole. The purpose was to analyze the impact of brand equity on the satisfaction of football fans in Brazil. The study was conducted in two phases. The first one consisted of the adaptation and pre-test of the instrument. The second one was composed by the measurement model of the scale and analysis of the structural model, from the online data collection of 217 fans. The data was analyzed through Structural Equation Modeling in Amos 26.0. The results indicated that the internalization, team success, and head coach had a statistically significant positive impact on satisfaction. The results point to the teams' needs to manage in a qualified way the hiring of coaches and players. In addition, marketing actions should highlight the team's values.
Keywords: marketing, consumer behavior, organization and administration.
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