Symbolic consumption as a non-traditional predictor of brand loyalty in the sports industry, football club segment.

Brand loyalty is one of the main objectives of marketing, due to its impact on the sustainability of organisations; however, the explanation of how this type of loyalty is built in the sports industry is complex, due to the way it is organised. Traditionally, brand loyalty in this industry has been explained by satisfaction, service quality, commitment and trust, thus other variables that have been analysed from the marketing field have not been included in the models developed for the sports industry. The aim of this article was to explore the relationship between symbolic consumption as a non-traditional predictor of brand loyalty in the sports industry, more specifically in the football club segment.