Relación entre la imagen de marca y el comportamiento de los usuarios de servicios deportivos

Abstract

In this doctoral dissertation, three studies related to brand image have been carried out, aimed at their analysis in the field of sports services. Brand image is an element of interest, due to the influences that how we perceive brands has on our behavior as consumers. If we know how a brand is perceived and how it relates to consumer behavior, we can better understand the needs that users may have and predict their behavior as consumers, which will allow us to create more specific strategies for each user profile, so that they are more effective and require less expenditure of resources.