La imagen de marca en eventos de deportes electrónicos (esports). Diferencia según jugadores y no jugadores

  1. Jaime SC Amor 1
  2. Carlos Pérez-Campos 2
  3. Nuria Molina-García 3
  1. 1 Universitat de València
    info

    Universitat de València

    Valencia, España

    ROR https://ror.org/043nxc105

  2. 2 Universidad Católica de Valencia San Vicente Mártir
    info

    Universidad Católica de Valencia San Vicente Mártir

    Valencia, España

    ROR https://ror.org/03d7a9c68

  3. 3 Universitat d'Alacant
    info

    Universitat d'Alacant

    Alicante, España

    ROR https://ror.org/05t8bcz72

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Journal:
Journal of Sports Economics & Management

ISSN: 2340-7425

Year of publication: 2020

Volume: 10

Issue: 2

Pages: 102-113

Type: Article

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More publications in: Journal of Sports Economics & Management

Abstract

The esports sector has burst onto the social scene, especially among the younger population, and sports managers need to be part of the growth of the sector. The purpose of this article is to find out the brand perception among players and non-players of esports events in the Valencian Community, Spain during the year 2019. For the analysis we used a questionnaire composed of 82 items divide into 12 scales that have shown good reliability indices. The results indicate that the scales obtained positive mean values, with the highest scores for future intentions, brand personality and brand credibility. Players always scored higher than non-players with significant differences in corporate reputation and perceived value. Results that allow the sport manager to obtain information to contribute to the improvement of marketing strategies.

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