Estrategias de posicionamiento para la fidelización de hinchas abonados del Club deportivo Macara de Ambato

Abstract

Club Deportivo Macará faces challenges in retaining its season ticket holders due to weak emotional connection, limited communication, and lack of personalized experiences. These issues, combined with the impact of the team’s performance, affect ticket renewal and fan loyalty. This research designs positioning strategies based on neurodesign, emotional branding, and experiential marketing to strengthen the bond with season ticket holders and enhance their perception of the membership’s value. Through surveys, interviews, focus groups, and SWOT and PEST analyses, opportunities were identified to improve annual planning, internal management, and use of digital channels. The proposed actions aim to create personalized, emotional experiences aligned with the club’s identity to consolidate loyalty and position Macará as a brand close and culturally connected to its fans.