Brand personality to enhance loyalty in sports services: the role of congruence
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 literature 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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The works and papers that are published in this Journal are subject to the following terms:
1. The Publication Service of the University of Murcia (the publisher) has the Publication Rights (Copyright) to the published papers and works, and favors and permits the reusing of the same under the license indicated in point 2.
© Servicio de Publicaciones, Universidad de Murcia, 2013
2. The papers and works are to be published in the digital edition of the Journal under the license Creative Commons Reconocimiento-No Comercial-Sin Obra Derivada 3.0 España (legal text). The copying, using, spreading, transmitting and publicly displaying of the papers, works or publication are permitted as long as: i) the authors and original sources (Journal, publisher and URL of the publication) are quoted; ii) it is not used for commercial benefit; iii) the existence and specifications of this users license are mentioned.
3. Conditions of Self-Archiving. It is permitted and encouraged that the authors spread electronically the pre-print (before printing) and/or post-print (the revised, evaluated and accepted) versions of their papers or works before their publication since this favors their circulation and early diffusion and therefore can help increase their citation and quotation, and also there reach through the academic community.
