Relación entre la imagen de marca y el comportamiento de los usuarios de servicios deportivos

Abstract

In this doctoral thesis 3 studies have been carried out related to brand perception in the field of sports services. Brand perception is an element of interest due to the influences of how we perceive brands in our behaviour as consumers, but the analysis of these aspects is practically non-existent in the field of sports services. If we know how a brand is perceived and how it relates to consumer behaviour, not only will we be able to better understand the needs that users may have, but we will also be able to predict their behaviour as consumers, which allows us to create more specific strategies for each user profile so that they are more effective and require less expenditure of resources. In Study 1 the aim of study 1 is to test the influence that the perceived quality of a service brand has on the credibility that users perceive of it and the attitudes that they generate towards that brand. The study will then determine whether the previously mentioned variables have a significant influence on loyalty and recommendation levels and, if so, to what extent. Study 2 seeks to introduce trust and congruence into the classical service model formed by the variables of quality, value and satisfaction, in order to check through hierarchical regression models (HRM), whether the predictive capacity of the models that try to explain the perceived value, satisfaction and future intentions, improves significantly with the inclusion of these variables, compared to the classical model. A comparative qualitative analysis (QCA) is then carried out to find out if there are Abstract 46 variables needed to reach the expected result and which are sufficient interactions to best explain these results of interest.

La percepción de marca en los centros de fitness: Una comparativa según el modelo premium y low-cost (Brand perception in fitness centers: A comparison according to the premium and low-cost model)

“…El instrumento utilizado (ver Anexo I) fue un cuestionario online compuesto por un total de 12 variables a analizar, acompañadas de datos sociodemográficos como el género, la edad, la frecuencia de asistencia, la antigüedad en el centro y su experiencia como inscrito en centros de fitness. Las dimensiones analizadas han sido elegidas por considerarse interesantes para el estudio y por haber mostrado ser interesantes para vincular la percepción de marca con la gestión deportiva (Alguacil, 2017). Estas variables se midieron siguiendo la propuesta de escalas validadas extraídas de la literatura científica del ámbito.…”