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Influence of brand image of a sports event on the recommendation of its participants

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Influence of brand image of a sports event on the recommendation of its participants

dc.contributor.author	Martínez Cevallos, Daniel Alejandro
dc.contributor.author	Alguacil Jiménez, Mario
dc.contributor.author	Calabuig Moreno, Ferran
dc.date.accessioned	2021-09-03T15:50:44Z
dc.date.available	2021-09-03T15:50:44Z
dc.date.issued	2020
dc.identifier.uri	https://hdl.handle.net/10550/80219
dc.description.abstract	The aim of this research is to test the psychometric properties and relationships of a model where, from brand congruence of a sport event, trust and commitment to it can be generated, influencing future behavior of participants and resulting in a higher recommendation also called Word of Mouth (hereinafter WOM). A quantitative approach has been carried out by means of a validated questionnaire with Likert-type responses, and data were analyzed with the EQS 6.4 software. The findings indicated that the model is adequate, and also confirm that from congruence, we can explain, at a theoretical level, 45% of trust, and in the same way, from the congruence and trust, we can explain 67% of the commitment with the brand. Finally, it is confirmed that trust and brand commitment significantly influence WOM, predicting it up to 51%. These conclusions provide implications to managers, to guide their marketing strategies more effectively and to know what is important to achieve the desired behaviors, which will favor the sustainability of the event and the generation of positive impacts in the host location. This research also provides original information in a context such as sporting events where the study of brand image is practically non-existent.
dc.language.iso	eng
dc.relation.ispartof	Sustainability, 2020, vol. 12, num. 12, p. 5040
dc.rights.uri	info:eu-repo/semantics/openAccess
dc.source	Martínez Cevallos, Daniel Alejandro Alguacil Jiménez, Mario Calabuig Moreno, Ferran 2020 Influence of brand image of a sports event on the recommendation of its participants Sustainability 12 12 5040
dc.subject	Esports
dc.subject	Educació física
dc.title	Influence of brand image of a sports event on the recommendation of its participants
dc.type	info:eu-repo/semantics/article
dc.date.updated	2021-09-03T15:50:44Z
dc.identifier.doi	https://doi.org/10.3390/su12125040
dc.identifier.idgrec	146229