Apego emocional y lealtad a la marca: el caso de los aficionados del Atlético de Madrid en la etapa poscovid

Autores/as

DOI:

https://doi.org/10.51302/marketing.2023.7205

Palabras clave:

consumer engagement, apego emocional, Atlético de Madrid, marketing, marca, fidelidad, fútbol

Resumen

El apego emocional es un concepto relacionado con la lealtad de marca, y que establece que el objetivo de marketing que deberían tener las empresas tendría que encaminarse, más allá de ofrecer mejores bienes y servicios y reducir los costes para abaratar el precio de los productos, hacia la búsqueda de crear y fomentar un vínculo estrecho y duradero; un apego emocional con los clientes.

A través de las respuestas a una encuesta efectuada a un grupo de seguidores, comprenderemos las actitudes y decisiones tomadas por los aficionados a un equipo de fútbol que son especialmente reconocidos por su «lealtad de marca» y que cuentan con un fuerte «apego emocional», es decir, por su fidelidad a sus colores: los seguidores del Atlético de Madrid. Así, esa fidelidad se ha mostrado no solamente a través de diferentes situaciones a lo largo de la historia, sino que se ha visto corroborada en la encuesta que se ha realizado en este estudio en la época poscovid.

A pesar de que los jugadores con los que cuenta un equipo de fútbol representan unos activos e inversiones ciertamente muy relevantes, los gestores deportivos deben concentrar sus esfuerzos en la gestión de la marca del equipo, ya que esta constituye uno de los activos más importantes del club.

Las decisiones tomadas por los gestores del club deberían tomar en cuenta las preferencias de los aficionados, pues una correcta gestión del costumer engagement depende de una fructífera relación entre empresa y clientes.

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Biografía del autor/a

Juan Carlos Aguado Franco, Universidad Rey Juan Carlos (Madrid, España)

Doctor en Economía y profesor, y defensor universitario de la URJC. En 2017 ganó el segundo premio al mejor docente de Universidad de España (Premios Educa Abanca). En 2018 ganó el segundo premio de divulgación científica de la URJC. En 2019 fue finalista y ganador de un reconocimiento especial en los Premios Innovación Educativa MiríadaX. En 2019, candidato a los premios de internet por su MOOC «Aprende a tomar decisiones económicas acertadas». Fue finalista en 2019 en el Premio Estudios Financieros convocado por el CEF.-, en la modalidad de Educación y Nuevas Tecnologías. Es autor de 5 libros y de decenas de capítulos de libros y artículos en revistas nacionales e internacionales. Dirige cuatro MOOC.

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Publicado

03-03-2023

Cómo citar

Aguado Franco, J. C. (2023). Apego emocional y lealtad a la marca: el caso de los aficionados del Atlético de Madrid en la etapa poscovid. Revista De Marketing Y Publicidad, (7), 27–48. https://doi.org/10.51302/marketing.2023.7205

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Sección

Sección especial. Estudios de investigación