Brand perception is a key element in achieving business success: how a brand is perceived by current and potential users determines what they think and their disposition towards the brand. The users' perception also determines whether they will perceive the sports service as offering a greater quality or value than other services, whether they will be more loyal, or whether they will recommend the service. This paper analyses the brand perception of users of a public sports service, creating a model of structural equations that analyses how credibility and trust influence a user's congruence with the brand and the generation of positive attitudes towards the brand and how these variables influence loyalty levels and recommendations. The results indicate that the proposed model can explain the variables of trust, congruence, attitudes, loyalty and word of mouth by more than 60%. The study finds that credibility influences trust but that credibility in itself does not cause a congruence with the brand, whereas trust does. Similarly, trust does not generate attitudes towards the brand but credibility and congruence do. Congruence generates loyalty but attitudes do not, and congruence, attitudes and loyalty influence recommendation to a similar extent, with congruence having the highest influence.
This is an author version of the contribution published on/ Questa è la versione dell'autore dell'opera:
24[Sport Sci Health (2018) 14:9-17 https://doi.
Abstract 1Purpose: The present study aimed to investigate the perceived importance of competencies related 2 to entrepreneurship as starting point for a new career in European athletes. 3Methods: A Focus Group Interview (FGI) within AtLETyC project (Erasmus+) was administered 4 to seventy-eight European athletes (i.e., 26 female: 27±7 years; 52 male: 28±9 years) related to six 5 countries (i.e.
Sport Against Violence and Exclusion (SAVE), a project cofounded by the Erasmus + Program of the European Union, seeks to prevent violent and socially exclusive behaviors through physical activity. The current editorial shows a range of possible interpretations of these two phenomena from both a psychological and sociological point of view, offering helpful methods to coaches who train children (ages 6 to 12)in grass-root sport clubs. Following a thorough analysis, partners from seven EU countries (Lithuania, Italy, Croatia, Bosnia and Herzegovina, Serbia, Austria, and Spain) will be able to identify skills and techniques for coaches to ensure inclusive training methods as well as to provide them with effective conflict resolution tools. Furthermore, both trainers and parents will have access to an online platform with useful information regarding these issues.
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