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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.
| Código institucional | PROD-2026-0639 |
| DOI | 10.31637/epsir-2025-988 ↗ |
| ISSN | 2529-9824 |
| Revista | European Public & Social Innovation Review |
| Indexación | SJR · B |
| Idioma | ES |
| Licencia | CC-BY-NC-SA OPEN ACCESS |
| Grupo(s) | Sinergia digit@l (COL0151911) |
| Línea de investigación | Marketing Estratégico, Analítica y Comportamiento del Consumidor |
| Programa | Administración y Dirección de Empresas |
| Área OCDE | Ciencias Sociales |
| URI Minerva | https://sgi.redsummaeducation.education/minerva/item/640 |
Ruby Lorena Carrillo Barbosa (2026). Mapeo de la literatura en la lealtad de marca en la industria deportiva. European Public & Social Innovation Review. https://doi.org/10.31637/epsir-2025-988
@article{RubyLorenaCarrilloBarbosa2026,
title = {Mapeo de la literatura en la lealtad de marca en la industria deportiva},
author = {Ruby Lorena Carrillo Barbosa},
year = {2026},
journal = {European Public & Social Innovation Review},
issn = {2529-9824},
doi = {10.31637/epsir-2025-988},
url = {https://sgi.redsummaeducation.education/minerva/item/640}
}