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Testing the role of sport event personality on the development of event involvement and loyalty: The case of mountain running races

Kostas, Alexandris (2016). Testing the role of sport event personality on the development of event involvement and loyalty: The case of mountain running races. International Journal of Event and Festival Management, 7 (1). p. 2-20. DOI: 10.1108/IJEFM-10-2015-0041.

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Résumé

Purpose This study aimed to test: a) the applicability of Aaker’s (1997) brand personality model in the context of mountain running races, and b) the influence of event personality on event involvement and loyalty. Design/methodology/approach One hundred and seventy seven runners (N=177) at two mountain running races participated in the study and filled the Brand Personality (Aaker, 1997) and Leisure Involvement (Kyle et al., 2004) questionnaires. Findings The confirmatory factor analysis provided support for the factorial validity of the brand personality and event involvement models. The analysis confirmed also the structural model. Four of the five personality facets (Excitement, Competence, Ruggedness, and Sincerity) significantly influenced the three dimensions of event involvement, which in their turn influenced event loyalty (intention to participate and w-o-m communications). Practical implications The topic of brand personality is important for building brand equity and guiding market positioning in the growing running races sector. The current study provides event organizers with a tool for measuring the personality of their events. Furthermore, it explains how event personality influences the development of event involvement, which is an important variable for the development of event loyalty. Originality/value It contributes to the academic literature in two ways: a) the construct of brand personality has not been previously applied in the context of outdoor sport events and especially mountain running races. b) while it has been theoretically proposed (Aaker, 1997, Keller, 2008) and empirically supported (Eisend & Stokburger-Sauer, 2013) in the general marketing literature that brand personality is associated with positive behavioral and attitudinal (e.g., brand loyalty and brand involvement) outcomes, there has been no published research to test the relationships among brand personality, involvement and loyalty in the context of outdoor sport events.

Type de document: Article
Mots-clés libres: VAPEN Sport event Mountain running races Personality
Déposé par: Veille References
Date de dépôt: 09 mars 2017 13:42
Dernière modification: 09 mars 2017 13:42
URI: http://bel.uqtr.ca/id/eprint/3064

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