Developing a brand personality framework in the context of outdoor small-scale sport events

IF 1.7 Q3 HOSPITALITY, LEISURE, SPORT & TOURISM

Journal of Convention & Event Tourism Pub Date : 2022-12-19 DOI:10.1080/15470148.2022.2158153

T. Karagiorgos, A. Ntovoli, K. Alexandris

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引用次数: 1

Abstract

Abstract Outdoor small scale sport events like trail or local city running races are on a rise. Several event managers pivot their promotional strategies by developing unique brand personality characteristics to support their products from competition. This study aimed to develop a brand personality scale for outdoor small scale running events with the usage of mixed methods approach. First, 24 semi-structured interviews were conducted within event managers and trail runners to conceptualize the brand personality in small scale sport event settings. Then, an exploratory factor analysis was performed in 216 runners to identify the underlying construct. A third study with 396 respondents was carried out to validate the hypothesized scale. The results indicated a five factor model with seventeen characteristics: Safe, Local-oriented, Authentic, Competitive and Excited. This study has theoretical and practical significant contribution for both brand personality literature and sport event marketers as it strengths the promotional actions and provides a better event personality conceptualization for outdoor small scale events. Finally, several managerial implications are discussed in the later sections.

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在户外小规模体育赛事背景下建立品牌个性框架

摘要户外小型体育赛事，如越野赛或当地城市跑步赛，正在兴起。一些活动经理通过发展独特的品牌个性特征来调整他们的促销策略，以支持他们的产品免受竞争。本研究旨在采用混合方法开发户外小型跑步项目的品牌个性量表。首先，对赛事经理和越野跑者进行了24次半结构化访谈，以概念化小型体育赛事环境中的品牌个性。然后，对216名跑步者进行了探索性因素分析，以确定潜在的结构。对396名受访者进行了第三项研究，以验证假设的量表。结果表明，该模型具有17个特征：安全性、局部性、真实性、竞争性和兴奋性。这项研究对品牌个性文献和体育赛事营销人员都有重要的理论和实践贡献，因为它加强了促销活动，并为户外小规模赛事提供了更好的赛事个性概念。最后，在后面的章节中讨论了几个管理含义。

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来源期刊

Journal of Convention & Event Tourism HOSPITALITY, LEISURE, SPORT & TOURISM-

CiteScore

5.30

自引率

13.60%

发文量

期刊介绍： The Journal of Convention & Event Tourism provides multidisciplinary perspectives on conventions, exhibitions, and events. The journal provides global perspectives on this dynamic industry and encourages international submissions. All papers go through a double blind peer review process resulting in cutting-edge viewpoints on trends, innovations, and research regarding convention and event tourism. In addition, the Journal of Convention & Event Tourism includes conference and book reviews, critical reviews on major issues.