La motivación, la lealtad y compromiso como precursores de las comunidades de marca

Gerson Jaquin  Cristancho Triana; Yezid Alfonso Cancino Gómez

doi:10.26441/RC22.2-2023-3185

Autores/as

Gerson Jaquin Cristancho Triana Universidad ECCI
Yezid Alfonso Cancino Gómez Universidad ECCI https://orcid.org/0000-0002-1961-9052

DOI:

https://doi.org/10.26441/RC22.2-2023-3185

Palabras clave:

comunidad, comportamiento, marca, marketing, motivación

Resumen

Las comunidades de marca son expresiones sociales alrededor de la preferencia y la satisfacción percibida por el consumo hacia una marca, de esta forma la afición hacia un equipo de futbol se relaciona directamente a esta expresión social de consumo. Esta investigación tiene como objetivo determinar si la motivación, la lealtad y el nivel de compromiso son aspectos que favorecen el interés hacia la generación de comunidades de marca en equipos de futbol. A partir de un estudio descriptivo con enfoque cuantitativo se aplicó un cuestionario a 413 aficionados al futbol, con el fin de conocer como las motivaciones, el grado de lealtad y compromiso influyen en el interés en pertenecer a la comunidad de marca centrada en el equipo de futbol, para esto se usó un análisis de ecuaciones estructurales utilizando la técnica Bootstraping. Se identifico que la motivación extrínseca influye directamente con el interés hacia la comunidad de marca, mientras que la motivación intrínseca influye indirectamente de forma inversa.

Métricas

Cargando métricas ...

Biografía del autor/a

Gerson Jaquin Cristancho Triana, Universidad ECCI

Docente asociado en la Facultad de Ciencias Económicas y Administrativas de la Universidad ECCI. Master en Gestión de Organizaciones por la Universidad Central. Investigador del programa de Mercadeo y Publicidad y Líder del semillero de investigación ConsumoLab. Líneas de investigación: consumo, comportamiento del consumidor y emprendimiento. https://orcid.org/0000-0002-2009-6893, gcristanchot@ecci.edu.co

Yezid Alfonso Cancino Gómez, Universidad ECCI

Docente asociado en la Facultad de Ciencias Económicas y Administrativas de la Universidad ECCI. Máster en Dirección Estratégica de Marketing por la Universidad Internacional Iberoamericana. Líder de investigación del programa de Mercadeo y Publicidad. Líneas de investigación: consumo, comportamiento del consumidor y emprendimiento. https://orcid.org/0000-0002-1961-9052, ycancino@ecci.du.co

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