Mejora de la preferencia por las marcas deportivas en fútbol: Modelo de psico-marca
Resumen
Objetivo: El objetivo es proporcionar un modelo de psicomarca deportiva que incluya necesidades de autodefinición, valor y preferencia.
Método: Se realizó un estudio en 521 seguidores del FC Persepolis (Irán). Los datos se recopilaron mediante un cuestionario para conocer la competencia local semanal del equipo. La muestra se seleccionó por conveniencia entre los seguidores que asistieron a los partidos del FC Persepolis de enero a febrero de 2022.
Resultados: Un modelo de ecuación estructural de mínimos cuadrados parciales reveló que: 1. los principios de necesidad de autodefinición (prestigio, similitud y distintivo de identidad) se relacionaron significativamente con el valor de marca del equipo FC Persepolis; 2. el valor de marca es predictor significativo de la preferencia de los aficionados. Destaca la importancia de las necesidades psicológicas de los aficionados para mejorar el posicionamiento de marca de los equipos de fútbol.
Conclusiones: El modelo incluye principios de necesidad de autodefinición para facilitar el desarrollo del valor de la marca y su preferencia a través de una representación integrada en el entorno del fútbol, lo que puede ser el primer intento de estudiar estos constructos mediante un arquetipo integrado en el proceso de marca de un equipo de fútbol.
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