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Credibility to attract, trust to stay: the mediating role of trust in improving brand congruence in sports services

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Credibility to attract, trust to stay: the mediating role of trust in improving brand congruence in sports services

dc.contributor.author	Alguacil Jiménez, Mario
dc.contributor.author	Gómez Tafalla, Ana Mª
dc.contributor.author	González Serrano, María Huertas
dc.contributor.author	González García, Rómulo J.
dc.contributor.author	Aguado Berenguer, Sergio
dc.date.accessioned	2022-02-02T12:41:06Z
dc.date.available	2022-02-02T12:41:06Z
dc.date.issued	2021
dc.identifier.citation	Alguacil Jiménez, Mario Gómez Tafalla, Ana Mª González Serrano, María Huertas González García, Rómulo J. Aguado Berenguer, Sergio 2021 Credibility to attract, trust to stay: the mediating role of trust in improving brand congruence in sports services European Journal Of International Management 15 2/3 231 246
dc.identifier.uri	https://hdl.handle.net/10550/81483
dc.description.abstract	This research aims to demonstrate the mediating role of brand trust in the relationship between credibility and users' congruence with a sports services brand. The analysis was carried out using EQS 6.3 to perform the four required steps of the analysis (and the Sobel test was conducted for a public sports service and a private sports service. The results confirm the full mediation effect of brand trust in the case of the private service and a partial mediation for the public service. Therefore, this study confirms that credibility, in the presence of trust, ceases to have an influence on the congruence of users with the brand, which suggests that credibility is important at an initial stage to attract the user, but at more advanced stages, trust must be developed to ensure that users are more congruent with the brand and can, therefore, be identified with it and be more loyal.
dc.language.iso	eng
dc.relation.ispartof	European Journal Of International Management, 2021, vol. 15, num. 2/3, p. 231-246
dc.subject	Educació física
dc.subject	Esports
dc.subject	Màrqueting
dc.title	Credibility to attract, trust to stay: the mediating role of trust in improving brand congruence in sports services
dc.type	journal article	es_ES
dc.date.updated	2022-02-02T12:41:06Z
dc.identifier.idgrec	138933
dc.rights.accessRights	open access	es_ES