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

What is it about?

The present research aims to test, by proposing a structural equation model, whether the relationships between the variables of corporate image, credibility, trust and satisfaction are significant among themselves, and the capacity of each of them has to predict these variables. In addition, we want to know which variable contributes the highest value when predicting the satisfaction of the participants of a virtual sporting event. For this purpose, the opinions of the event participants are collected through an online questionnaire adapted from the literature. Results confirm that corporate image and credibility significantly predict trust, while trust and credibility significantly predict satisfaction, where trust shows a higher weight. These data provide an understanding of which of the brand variables studied are most important in predicting user satisfaction of the virtual sporting event, thus facilitating managers in terms of the appropriate allocation of resources.

Featured Image