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.
Quality & Quantity – Springer Journals
Published: Feb 19, 2013
It’s your single place to instantly
discover and read the research
that matters to you.
Enjoy affordable access to
over 18 million articles from more than
15,000 peer-reviewed journals.
All for just $49/month
Query the DeepDyve database, plus search all of PubMed and Google Scholar seamlessly
Save any article or search result from DeepDyve, PubMed, and Google Scholar... all in one place.
Get unlimited, online access to over 18 million full-text articles from more than 15,000 scientific journals.
Read from thousands of the leading scholarly journals from SpringerNature, Elsevier, Wiley-Blackwell, Oxford University Press and more.
All the latest content is available, no embargo periods.
“Hi guys, I cannot tell you how much I love this resource. Incredible. I really believe you've hit the nail on the head with this site in regards to solving the research-purchase issue.”Daniel C.
“Whoa! It’s like Spotify but for academic articles.”@Phil_Robichaud
“I must say, @deepdyve is a fabulous solution to the independent researcher's problem of #access to #information.”@deepthiw
“My last article couldn't be possible without the platform @deepdyve that makes journal papers cheaper.”@JoseServera