Uncovering Differences: A Study on Loyalty in Esports Mobile Apps by Gender

Abstract

The aim of this research is to assess the existence or absence of differences in brand perceptions of users of an esports mobile app according to gender. In addition, it intends to discover the explanatory capacity of brand variables for the prediction of user loyalty, to understand how these variables influence perceptions according to gender, and to contribute to the creation of strategies more aligned with the interests and needs of each target audience.

Keywords

• esports
• gender equality
• branding
• consumer behaviour
• sport management