Effects of sport mega-events on city brand awareness and image: using the 2009 world games in Kaohsiung as an example

Effects of sport mega-events on city brand awareness and image: using the 2009 world games in... The purpose of this study was to explore the influence of holding sport mega-events on city brand awareness and city brand image, using the 2009 World Games in Kaohsiung and the people of Taiwan as the research subjects. Convenience sampling was used for distribution of the questionnaire, and 1,272 valid samples were obtained. SPSS 12.0 statistical software was used for structural analysis of the samples, and LISREL 8.20 statistical software was used to conduct confirmatory factor analysis on the various dimensions of the questionnaire. Finally, the structural equation model (SEM) was used to analyze the model and confirm that it had a good fit. This study made a number of important findings. The hosting of sport mega-events has a significant effect on city brand awareness. City brand awareness has a significant effect on city brand image. Sport mega-events have an indirect effect on city brand image, and city brand awareness has a mediating effect. These research results could be used as a reference for cities that actively seek to establish city branding. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Quality & Quantity Springer Journals

Effects of sport mega-events on city brand awareness and image: using the 2009 world games in Kaohsiung as an example

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Publisher
Springer Netherlands
Copyright
Copyright © 2013 by Springer Science+Business Media Dordrecht
Subject
Social Sciences, general; Methodology of the Social Sciences; Social Sciences, general
ISSN
0033-5177
eISSN
1573-7845
D.O.I.
10.1007/s11135-013-9832-6
Publisher site
See Article on Publisher Site

Abstract

The purpose of this study was to explore the influence of holding sport mega-events on city brand awareness and city brand image, using the 2009 World Games in Kaohsiung and the people of Taiwan as the research subjects. Convenience sampling was used for distribution of the questionnaire, and 1,272 valid samples were obtained. SPSS 12.0 statistical software was used for structural analysis of the samples, and LISREL 8.20 statistical software was used to conduct confirmatory factor analysis on the various dimensions of the questionnaire. Finally, the structural equation model (SEM) was used to analyze the model and confirm that it had a good fit. This study made a number of important findings. The hosting of sport mega-events has a significant effect on city brand awareness. City brand awareness has a significant effect on city brand image. Sport mega-events have an indirect effect on city brand image, and city brand awareness has a mediating effect. These research results could be used as a reference for cities that actively seek to establish city branding.

Journal

Quality & QuantitySpringer Journals

Published: Feb 19, 2013

References

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