RESUMEN

Brand loyalty is one of the main objectives of marketing, due to its impact on the sustainability of organisations; however, the explanation of how this type of loyalty is built in the sports industry is complex, due to the way it is organised. Traditionally, brand loyalty in this industry has been explained by satisfaction, service quality, commitment and trust, thus other variables that have been analysed from the marketing field have not been included in the models developed for the sports industry. The aim of this article was to explore the relationship between symbolic consumption as a non-traditional predictor of brand loyalty in the sports industry, more specifically in the football club segment. For this purpose, a quantitative cross-sectional study was defined, with a non-probabilistic sampling. To test the proposed relationship, modelling by means of partial least squares structural equations was chosen. The results showed that symbolic consumption is positively related to brand loyalty in the sports industry in the football club segment, with a large effect size. This study becomes a starting point for scholars who wish to further explore the relationship between symbolic consumption and brand loyalty in the context of sport. Likewise, for marketing professionals in the sports industry, it suggests the importance of symbolic consumption for the design of strategies that enable the creation of brand loyalty in consumers in the case of football clubs. In this sense, marketing professionals should seek to create advertising and promotional campaigns that appeal to strengthen the relationship of the sports consumer with their social groups based on the actual and ideal self-concept, as lifestyle.

RESUMEN

Introducción: el constructo grit predice el desempeño en distintos dominios; aunque con resultados variables en la estructura de las pruebas. El objetivo de la investigación es aportar evidencias de validez de la Grit-S, a través de la confirmación de la estructura y la convergencia con la Escala para Medir Agencia Personal y Empoderamiento. Método: en primer lugar, estudiantes universitarios (n = 313) de modalidad virtual respondieron la prueba Grit-S y se efectuó un análisis factorial confirmatorio de la prueba. A continuación, se evaluó la convergencia con la Escala para Medir Agencia Personal y Empoderamiento. Resultados: Los hallazgos sugieren mantener la estructura bifactorial de Grit-S. Por otra parte, se adaptó la escala de agencia y empoderamiento a través de un análisis factorial exploratorio, con una estructura de cuatro factores que explican el 44.6 % de la varianza. A su vez, la correlación de las subdimensiones de Grit-S y la escala de agencia y empoderamiento son positivas. Conclusiones: La prueba Grit-S es válida y sensible a dimensiones de funcionamiento individual, por la convergencia con las subdime0nsiones de agencia y la baja relación con el empoderamiento social.

Introduction: Grit is a construct that can predict performance in different domains. This research aims to provide evidence about the validity of the Grit-S Scale through a factorial structure confirmatory analysis and a convergence study with the Scale to Measure Personal Agency and Empowerment. Method: Firstly, university students from virtual learning programs (n = 313) answered the Grit-S Scale, and a confirmatory analysis was performed. Afterwards, the Scale to measure personal agency and empowerment was used to evaluate the convergence validity of the Grit-S Scale. Results: Findings confirm that the Grit-S scale has a bifactorial structure. On the other hand, the ESAGE Scale was adapted using an Exploratory Factorial Analysis, with four factors that explain 44.6% of the variance. Correlations between Grit-S subdimensions and the ESAGE Scale are positive and statistically significant. Conclusions: The Grit-S scale accurately measures Grit. Besides, it is possible to confirm the relationship between Grit and personality traits considering its convergence with the agency dimension in the Scale to measure personal agency and the low relationship with the social empowerment dimension.