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Este artículo toma en cuenta las variables confianza y compromiso del cliente para lograr la tan deseada lealtad hacia a una marca. En este sentido, se propone validar un modelo teórico compuesto por tres pilares, es decir, la confianza, el compromiso y la lealtad de marca que será útil para las empresas que poseen un enfoque orientado hacia el valor de marca (brand equity). Este estudio ha sido uno de los pioneros en el contexto académico de Brasil en usar dichos pilares al analizar una marca con más de tres décadas de historia en el sector del entretenimiento musical brasileño, que es la del Festival Rock in Rio. Se alcanzaron 725 cuestionarios en línea por medio del Facebook Ads que fueron aplicados a los participantes del Rock in Rio en la edición del año 2017. Además, se establecieron, inicialmente, 3 hipótesis que se convirtieron en 5 hipótesis durante el proceso de análisis estadístico, de las que 4 de ellas fueron aceptadas. Según los resultados empíricos obtenidos, las relaciones entre los constructos confianza/expectativa de los servicios frente a compromiso, confianza/expectativa de los servicios frente a lealtad, confianza/recuperación de los servicios frente a lealtad y compromiso frente a lealtad presentaron resultados satisfactorios. Así que la utilización de dichos constructos en el modelo de prueba produjo un R2 de un 57,7% para el compromiso y un 83,1% para la lealtad, que son respectivamente positivos. Los hallazgos de este trabajo han sido tratados con análisis de contenido y procedimientos estadísticos basados en técnicas multivariantes. || This article considers the customer’s trust and commitment variables in attaining the much desired brand loyalty. In this sense, the present study proposed to validate a theoric model composed of three pillars - trust, commitment and brand loyalty, which would be useful for companies with a focus on brand equity. This study was one of the first in the Brazilian academic context to utilize the aforementioned pillars in analyzing a brand with more than three decades of history in the Brazilian music entertainment sector, this being the Rock in Rio Festival. By means of the Facebook Advertisements, 725 online questionnaires were responded by participants in the 2017 edition of the Rock in Rio. In addition, three hypotheses which initially were established became five 5 hypotheses during the statistical analysis process, 4 of which were supported. According to the empirical results obtained, the relationship between the trust/service expectation X commitment, trust/service expectation X loyalty, trust/service recovery X loyalty and commitment X loyalty constructs presented satisfactory results. Therefore, the use of the said constructs in the test model yielded for commitment an R2 of 57.7% and for loyalty an R2 of 83.1%, each of which respectively is positive. The findings of this work were established on content analysis and statistical procedures based on multivariate techniques.

This paper contributes to the development of the theoretical understanding in the field of religious tourism management by considering the Pilgrimage of the Dew as an alternative paradigm of analysis, which has been constituted in a destination able to host a very large number of travellers (pilgrims), in a very short period of time (3 days), without damaging the environment, ecologic and social, due to the own anthropologic characteristics of this form of travelling that gives priority to the human experience more than the market consumption. Thus, the model researched in this paper through the concept of “social capital” is opportune due to the confluence in the analysis of different social sciences (anthropology, economy and sociology) and from the theory and technique of tourism, concluding that the maintenance of the authenticity and sustainability of this form of religious tourism should be planned not on the basis of a real state model as currently, but on the unseasonality and a much better and regu-lated quality of the services provided.