Research on perceived brand characteristics of marathon participants.

ABSTRACT: Leveraging sporting events to drive urban development has been proven effective. However, the influence of city image on the perceived experience of branded marathon events, as an embodied practice within urban spaces, remains underexplored. This study considers marathon races as significant activities integrated into urban environments and specifically investigates how city image affects the perceived experience of branded marathon events. The objective of the research is to evaluate how city functions, governance, characteristics, and event culture and services influence marathon participants' perceptions of branded events. An empirical analysis using Structural Equation Modeling (SEM) was conducted with a sample of 422 participants from the 2022 Xiamen International Marathon to examine

SUBMITTER: Lin Y 

PROVIDER: S-EPMC11666548 | biostudies-literature | 2024 Dec

REPOSITORIES: biostudies-literature