Marketing deportivo: incidencia en el posicionamiento de la marca Marathon Sport en Manta-Ecuador.

Abstract

The purpose of this study was to analyze the influence of sports marketing on the positioning of the Marathon Sports brand in Manta, Ecuador. It was developed from a theoretical framework that addresses strategic elements and their effect on different aspects of positioning. The research adopted a quantitative approach, with an exploratory, descriptive, correlational, transversal, field and bibliographic design. For data processing, IBM SPSS statistical software was used, with which 383 surveys were analyzed, verifying the high reliability of the instrument using Cronbach’s alpha coefficient. The findings show a very strong positive correlation between sports marketing and positioning, supported by Kendall’s Tau-b and Spearman’s Rho coefficients, underlining the relevance of applying sports marketing strategies to achieve a solid positioning in consumer perception.