ManuScript Details
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Paper Id:
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IJGRD1025
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Title:
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GALÁCTICOS OF THE DIGITAL AGE: HOW BRAND LOYALTY AND STRATEGIC MARKETING PROPEL REAL MADRID'S GLOBAL DOMINANCE
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| Published in: |
International Journal of Global Research and Development |
| Publisher: |
IJGRD |
| ISSN: |
ISSN Applied |
| Volume / Issue: |
Volume 1 Issue 4 |
| Pages: |
11
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| Published On: |
7/11/2026 2:35:54 AM (MM/dd/yyyy) |
Main Author Details
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Name:
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Dr.Ranjith Somasundaran Chakkambath |
| Institute: |
AMITY KOCHI |
Co - Author Details
| Author Name |
Author Institute |
| Dr. Shamsi Sukumaran |
AMITY KOCHI |
| Deedu Sara John |
AMITY KOCHI |
Abstract
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Research Area:
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Business and Marketing |
| KeyWord: |
Fan Loyalty, Sports Marketing, Real Madrid, Social Media Engagement, Brand Identity, Emotional Connection. |
| Abstract: |
Football clubs today rely heavily on marketing strategies to strengthen fan engagement and loyalty beyond on-field performance. This study examines the impact of Real Madrid's marketing strategies on fan loyalty among supporters in Ernakulam, with a particular focus on digital engagement, emotional connection, brand identity, and sponsorship influence. The research adopted a descriptive research design and utilized primary data collected through a structured questionnaire from 101 Real Madrid fans. Convenience sampling was employed for respondent selection. Data were analyzed using descriptive statistics, cross-tabulation, Chi-square tests, and Exploratory Factor Analysis (EFA) with Principal Component Analysis and Varimax rotation. The findings reveal that the majority of respondents are young individuals aged between 15 and 30 years, with working professionals and students forming the largest segments of the fan base. Digital platforms, particularly online websites, streaming services, and Instagram, emerged as the most preferred channels for match viewing and fan engagement. A significant proportion of respondents acknowledged that marketing activities enhance their emotional connection to the club. Star player influence was identified as the most impactful marketing element affecting loyalty. The Chi-square analysis indicated a significant relationship between age and viewing platform preference, while no significant association was found between gender and loyalty duration. Factor analysis identified four key dimensions of fan loyalty: Emotional Loyalty and Fan Engagement, Club Identity and Social Media Engagement, Performance and Prestige, and Sponsorship Influence and Brand Trust. The study concludes that Real Madrid's integrated marketing strategy plays a vital role in fostering strong and sustainable fan loyalty |
Citations
Copy and paste a formatted citation or use one of the links to import into a bibliography manager and reference.
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IEEE
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Dr.Ranjith Somasundaran Chakkambath, Dr. Shamsi Sukumaran, Deedu Sara John, "GALÁCTICOS OF THE DIGITAL AGE: HOW BRAND LOYALTY AND STRATEGIC MARKETING PROPEL REAL MADRID'S GLOBAL DOMINANCE", International Journal of Global Research and Development,
vol. 1, no. 4, pp. 23-33, 2026.
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MLA
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Dr.Ranjith Somasundaran Chakkambath, Dr. Shamsi Sukumaran, Deedu Sara John "GALÁCTICOS OF THE DIGITAL AGE: HOW BRAND LOYALTY AND STRATEGIC MARKETING PROPEL REAL MADRID'S GLOBAL DOMINANCE." International Journal of Global Research and Development,
vol 1, no. 4, 2026, pp. 23-33.
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APA
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Dr.Ranjith Somasundaran Chakkambath, Dr. Shamsi Sukumaran, Deedu Sara John (2026). GALÁCTICOS OF THE DIGITAL AGE: HOW BRAND LOYALTY AND STRATEGIC MARKETING PROPEL REAL MADRID'S GLOBAL DOMINANCE. International Journal of Global Research and Development,
1(4), 23-33.
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GALÁCTICOS OF THE DIGITAL AGE: HOW BRAND LOYALTY AND STRATEGIC MARKETING PROPEL REAL MADRID'S GLOBAL DOMINANCE
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