Overview

Original Research

THE BRAND POSITIONING OF JISHOU DRUM CULTURAL FESTIVAL BASED ON SPECTATOR’S EVALUATION CHARACTERISTICS, HUNAN, CHINA

JIANXIN LIU 1, NUTTAVUT PHONSRI 2, BUNJOB PIROMKAM 3, and BOONYADA PAHASING 4.

Vol 19, No 09 ( 2024 )   |  DOI: 10.5281/zenodo.13832533   |   Author Affiliation: Doctor of Philosophy Program Student, Sport Management, College of Innovation and Management, Suan Sunandha Rajabhat University, Bangkok, Thailand 1; Sport Management, College of Innovation and Management, Suan Sunandha Rajabhat University, Bangkok, Thailand 2; Lecturer, Sport Management, College of Innovation and Management, Suan Sunandha Rajabhat University, Bangkok, Thailand 3; Lecturer, College of Innovation in Sports Management, Suan Sunandha Rajabhat University, Thailand 4.   |   Licensing: CC 4.0   |   Pg no: 600-607   |   Published on: 23-09-2024

Abstract

As the central city of the drum Culture Festival, Jishou has been actively organizing various sport events in recent years, in order to promote the development of the sport industry and enhance the brand image of the city. Taking Jishou residents as the survey object, taking Jishou Drum Culture Festival as the empirical research object, and combining qualitative and quantitative research methods, the influence of evaluation characteristics, brand identity and brand recognition on the brand positioning of Jishou Sport is studied. Data from 480 questionnaires were processed and analyzed using SPSS and AMOS software. This study has three research objectives: 1) To investigate the current situation of Jishou Drum Cultural Festival, Hunan, China. 2) To analyze the relationship between evaluation characteristics, brand identity, brand cognition and brand Positioning of Jishou Drum Cultural Festival, Hunan, China.3)To evaluate the impact of evaluation characteristics, brand identity, brand cognition and brand Positioning of Jishou Drum Cultural Festival in the model, Hunan, China. The study found that the Evaluation characteristics have a significant positive impact on brand identity. Evaluation characteristics have a significant positive impact on brand cognition. Evaluation characteristics have a significant positive impact on brand positioning. Brand identity has a significant positive impact on brand positioning. Brand cognition has a significant positive impact on brand positioning. Brand identity plays a mediating role in the influence of evaluating characteristics on brand positioning. Brand cognition plays a mediating role in the influence of evaluation characteristics on brand positioning. Finally, a model of the influence of evaluating characteristics, Brand cognition, Brand identity on the brand positioning China was constructed (Chi-square=3625.006, DF=2635, Chi/DF=1.234, GFI=0.831, RMSEA=0.015, NFI=0.825, and NNFI=0.943). Therefore, this study is helpful to understand the overall status quo, influencing factors and mode promotion and application of Jishou sport city brand, and to lay a certain theoretical foundation for the research related to the city brand of sport events.

Keywords

Brand Positioning, Jishou Drum Cultural Festival, Evaluation Characteristics.