Finally, consumer satisfaction and consumer happiness influence loyalty, and consumer satisfaction was the most important variable, but consumer happiness showed a real alternative for improving loyalty in karate sports federations.

The results of the model revealed that consumer satisfaction, engagement, and meaningful influence on consumer happiness, but engagement was the most important and relevant variable for affecting this variable. The data were obtained through primary sources employing a survey sent to the autonomous federations in the discipline of karate, obtaining a sample of 682 federated members in Spain. In particular, Partial least squares SEM was applied in an overall model when it was possible to understand the happiness role in relation with other traditional relevant variables on loyalty. The analysis was carried out by designing a structural equation modeling (SEM), which allowed to analyze the main variables that influenced the happiness of the karate athlete and consequently to study their effect on people's loyalty to sports federations. The purpose of this research was to describe karate federations' strategies for attracting and retaining members through happiness. Federations are concerned about attracting new sportsmen and sportswomen and increasing the number of members.

Capitalism ii negative brand loyalty