BRAND EQUITY MANAGEMENT TO SPECTATOR'S SATISFACTION AND LOYALTY IN THE TAIYUAN INTERNATIONAL MARATHON
Marathon is deeply loved by people all over the world because of its wide coverage and low threshold. Since entering the 21st century, China's marathon has entered a stage of rapid development. As the most important intangible asset of a marathon event, brand equity is as valuable as the tangible assets of the event.This study is based on Aker's five-star equity model theory, taking 440 event spectators of the Taiyuan International Marathon from 2010 to 2020 as the research object, This study adopted a mixed research approach of qualitative and quantitative.The study found: 1)Taiyuan International Marathon brand equity are highly related to event organization and experience, event brand role, brand awareness, and environmental responsibility awareness; excellent event operations, efficient organization, unique event features, and good event experience are the foundation of a spectator’s satisfaction; event brand equity has a great impact on spectator’s recognition and loyalty.2) Taiyuan International Marathon’s brand awareness, brand association, brand loyalty, brand quality and other brand assets have a significant positive impact on spectator’s satisfaction and loyalty. the model fitness indexes reached the standard (Chi-square (χ²)=120, Degrees of freedom (df)=30, Chi-square/degrees of freedom ratio (χ²/df)=4.0, Goodness-of-Fit Index (GFI)=0.95,Adjusted Goodness-of-Fit Index (AGFI)=0.92, Root Mean Square Error of Approximation (RMSEA)=0.06, Normed Fit Index (NFI)=0.89, Incremental Fit Index (IFI)=0.91).3) Structural equation model of influencing factors of spectator’s satisfaction and loyalty of Taiyuan International Marathon passed V reliability test,and the model fitness indexes reached the standard .
Taiyuan International Marathon; Brand Equity; Spectator's Satisfaction; Spectator's loyalty.