Brand perception and its relationships to satisfaction with a virtual sporting event

Daniel Martínez-Cevallos, Mario Alguacil, Ferran Calabuig, Daniel Duclos-Bastías
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Abstract

Purpose

The purpose of this study is to use structural equation modeling to examine the interaction between the variables of corporate image, credibility, trust and satisfaction in the context of a virtual sporting event. The aim is to determine whether these variables have significant relationships with each other and which of them has the greatest influence on the prediction of participants' satisfaction.

Design/methodology/approach

A structured questionnaire was used, based on previously validated scales. The survey was administered using the LimeSurvey platform. The sample consisted of a total of 588 participants of the Medellín virtual marathon.

Findings

The results of the study reveal significant findings regarding the relationships between the variables of corporate image, credibility, trust, and satisfaction in virtual sporting events. In particular, it is highlighted that trust emerges as the most influential factor in participants' satisfaction, which offers an insightful understanding of the importance of this variable in the user experience in virtual sporting events.

Research limitations/implications

This study emphasizes the importance of brand analysis in the sports environment, stressing that the actions undertaken by managers should highlight both the corporate image and the connections with users, given their fundamental role in customer satisfaction. Likewise, the study of these variables within the sports context provides new knowledge and fills existing gaps within the academy. Limitations include the sample and the lack of consideration of all brand variables.

Practical implications

The need to cultivate a strong and well-managed image to build trust with participants is emphasized for organizers of virtual sporting events. It is crucial to work on establishing long-term credibility, especially in the relatively new context of virtual racing. Maintaining, and building the virtual career offering is essential to strengthening relationships, demonstrating a robust corporate image. In addition, since trust and credibility have a significant impact on participant satisfaction in this type of event, managers must communicate the assurance that virtual careers offer an experience free of uncertainty and risk, which is particularly attractive to a new customer base interested in this format.

Originality/value

This article presents an original contribution by investigating the relationships between corporate image, credibility, trust, and satisfaction in the context of virtual sporting events. It employs a structural equation model to assess the significance and predictive capacity of these variables. Notably, the study identifies trust as the most influential factor in predicting participant satisfaction. These findings offer valuable insights into the relative importance of brand variables in shaping user satisfaction within the virtual sporting event domain. By shedding light on these dynamics, the research aids event managers in making informed resource allocation decisions, contributing to a nuanced understanding of brand impact in this context.

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品牌认知及其与虚拟体育赛事满意度的关系
本研究的目的是使用结构方程模型来研究虚拟体育赛事中企业形象、可信度、信任度和满意度等变量之间的相互作用。目的是确定这些变量之间是否存在显著的相互关系,以及哪一个变量对预测参与者的满意度影响最大。调查使用 LimeSurvey 平台进行。研究结果这项研究揭示了虚拟体育赛事中企业形象、可信度、信任度和满意度等变量之间的重要关系。研究局限/启示本研究强调了体育环境中品牌分析的重要性,强调管理者所采取的行动应突出企业形象和与用户的联系,因为这两者在客户满意度中起着至关重要的作用。同样,在体育领域对这些变量的研究也提供了新的知识,填补了学术界现有的空白。实践意义对于虚拟体育赛事的组织者来说,需要培养一个强大的、管理良好的形象,以建立与参与者之间的信任。努力建立长期可信度至关重要,尤其是在相对较新的虚拟竞赛环境中。维护和建立虚拟职业生涯对加强关系、展示稳健的企业形象至关重要。此外,由于信任和可信度对这类赛事的参与者满意度有重大影响,因此管理者必须传达这样的保证,即虚拟职业生涯提供了一种没有不确定性和风险的体验,这对对这种形式感兴趣的新客户群尤其具有吸引力。文章采用结构方程模型来评估这些变量的重要性和预测能力。值得注意的是,研究发现信任是预测参与者满意度的最有影响力的因素。这些发现为我们深入了解品牌变量在虚拟体育赛事领域塑造用户满意度的相对重要性提供了宝贵的见解。通过揭示这些动态变化,这项研究有助于赛事管理者做出明智的资源分配决策,有助于深入了解品牌在这一背景下的影响。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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