Mapping the Literature on Brand Loyalty in the Sports Industry

Authors

DOI:

https://doi.org/10.31637/epsir-2025-988

Keywords:

sport, brand loyalty, strategies, sports marketing, sports industry, symbolic consumption, trends, mapping

Abstract

Introduction: In the sports industry, brand loyalty is essential for the success and sustainability of organisations. This article reviews the complexities of its construction, highlighting the influential variables and strategies adopted by sports entities. Therefore, the aim of the study is to comprehensively map the literature on brand loyalty in the sports field, identifying the evolution of scientific production, main themes, and emerging areas from 2013 to 2024. Methodology: A five-step systematic review was carried out. The search was conducted in databases such as SCOPUS, Web of Science, and EBSCO, with a specific search equation, including peer-reviewed articles in English or Spanish, published between 2013 and 2024. Results: The analysis revealed a growth in publications on brand loyalty, especially between 2014 and 2016, identifying two main clusters: one focused on service quality and customer satisfaction, and the other on consumer economics and sports marketing. Additionally, themes such as sustainability and corporate social responsibility emerged.Discussion: The study provides a comprehensive view of the evolution of research in this field, offering valuable guidelines for developing more effective brand strategies in the sports industry.

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Author Biography

Ruby Lorena Carrillo Barbosa, Corporación Universitaria Americana

Ruby Lorena Carrillo Barbosa is a teacher with an academic background that includes a PhD in Administrative Sciences, a Master's degree in Consumer Psychology and a Master's degree in Services Marketing. She has held roles in various institutions, such as Dean of Administrative Sciences and Director of Research. Her research focuses on brand loyalty, entrepreneurship in the sports sector, and education. In addition, she has been recognised for her contribution with numerous publications in high impact indexed journals, and her active participation in academic networks and international events.

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Published

2024-12-26

How to Cite

Carrillo Barbosa, R. L. (2024). Mapping the Literature on Brand Loyalty in the Sports Industry. European Public & Social Innovation Review, 10, 1–16. https://doi.org/10.31637/epsir-2025-988

Issue

Vol. 10 (2025)

Section

Communication

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Copyright (c) 2024 Ruby Lorena Carrillo Barbosa

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