BRAND PERCEPTION, LOYALTY, AND PURCHASE INTENTION: A STUDY OF REAL MADRID¿S GLOBAL IMPACT

Abstract

This investigation examines how Real Madrid¿s global expansion and commercial tactics have shaped brand perception and directly influenced fan loyalty, both positively and negatively. Through the analysis of digital content, secondary data and social media engagement, this paper¿s intention is to explore how the global reach of the football club has transformed its own public image and affected the loyalty of its audience. The study focuses on the disparity between the renowned profile of Real Madrid and the potential alienation of the traditional local supporters.