Mass participant sport event brand associations: an analysis of two event categories

Rice, Jason A.; Hambrick, Marion E.; Greenwell, T. Christopher

doi:10.1504/ijsmm.2019.104146

Cited by 2 publications

(3 citation statements)

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“…Therefore, this research contributes to increase the literature in this sense, testing relationships between variables that have been contrasted in other contexts, and confirming that they are also relevant in the field of sports. Despite the fact that literature is scarce, we can find some studies, such as the one carried out by [85], in which the brand associations of As for the relationships proposed in the structural model, all of them were significant (see Table 4), so we can say that congruence had a significant influence on trust (β = 0.67, T = 10.40) and on commitment (β = 0.51, T = 5.50), and trust was also shown to have a significant influence on commitment (β = 0.38, T = 4.93). Finally, both trust (β = 0.34, T = 2.74) and commitment (β = 0.43, T = 4.05) were found to have a significant influence on the WOM.…”

Section: Discussionmentioning

confidence: 99%

Section: Discussionmentioning

confidence: 99%

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Influence of Brand Image of a Sports Event on the Recommendation of Its Participants

2020

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The aim of this research is to test the psychometric properties and relationships of a model where, from brand congruence of a sport event, trust and commitment to it can be generated, influencing future behavior of participants and resulting in a higher recommendation also called Word of Mouth (hereinafter WOM). A quantitative approach has been carried out by means of a validated questionnaire with Likert-type responses, and data were analyzed with the EQS 6.4 software. The findings indicated that the model is adequate, and also confirm that from congruence, we can explain, at a theoretical level, 45% of trust, and in the same way, from the congruence and trust, we can explain 67% of the commitment with the brand. Finally, it is confirmed that trust and brand commitment significantly influence WOM, predicting it up to 51%. These conclusions provide implications to managers, to guide their marketing strategies more effectively and to know what is important to achieve the desired behaviors, which will favor the sustainability of the event and the generation of positive impacts in the host location. This research also provides original information in a context such as sporting events where the study of brand image is practically non-existent.

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Section: Discussionmentioning

confidence: 99%

Section: Discussionmentioning

confidence: 99%

Influence of Brand Image of a Sports Event on the Recommendation of Its Participants

2020

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“…As a social project, large-scale sports events have become a bright spot in the field of sports. After the commercial operation of the 1984 Los Angeles Olympic Games, the evaluation of sports events was also elevated to a higher status [ 16 ]. Therefore, the related theories and methods of project evaluation have been widely used in the field of sports, but a professional system has not yet been formed.…”

Section: Related Workmentioning

confidence: 99%

Design of Sports Event Evaluation and Classification Method Based on Deep Neural Network

Zhao

Sun

2022

Computational Intelligence and Neuroscience

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Large-scale sports events with high-level competition as the main content will have a great impact on the host city whether from the economic level or from the social level. With the improvement of human civilization, people realize that the holding of large-scale sports events not only has a positive impact on the economy and society but also brings some negative effects, such as waste of resources and environmental pollution, which have attracted the attention of the government and investors. Therefore, how to scientifically, comprehensively, and reasonably evaluate large-scale sports events, especially the accurate evaluation of their economic and social effects, has become the focus of attention. The evaluation of large-scale sports events mainly includes two levels: economic and social. Through the specific analysis of the evaluation content and the weight calculation of the evaluation index, the overall optimization of the evaluation of large-scale sports events is realized, and the reference experience is provided for the holding and evaluation of large-scale sports events in the future. Based on this, this article proposes a sports event evaluation and classification method based on the deep neural network. Firstly, on the basis of literature review and field investigation, the evaluation index system of sports events is established. Deep learning models have strong fitting power and robustness and have been applied to many real-world tasks. Then the deep neural network is used to evaluate the holding effect of sports events. The experimental results show that the model has high evaluation accuracy and is of great significance to the supervision and guidance of sports events.

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Mass participant sport event brand associations: an analysis of two event categories

Cited by 2 publications

References 0 publications

Influence of Brand Image of a Sports Event on the Recommendation of Its Participants

Influence of Brand Image of a Sports Event on the Recommendation of Its Participants

Design of Sports Event Evaluation and Classification Method Based on Deep Neural Network

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