The relationships of brand experience, sports event image and loyalty: Case of Jeju International Ultramarathon Race

• Published in: International journal of sports marketing & sponsorship 2019-11, Vol.20 (4), p.567-582
• Main Authors: Girish, V.G., Lee, Choong-Ki
• Format: Article
• Language: English
• Subjects: Consumers; Emotions; Senses; Sports; Studies; Tourism; Ultramarathon
• ISSN: 1464-6668; 2515-7841
• DOI: 10.1108/IJSMS-08-2017-0095

PurposeThe purpose of this paper is to investigate the relationships among brand experience, sports event image and loyalty in the Jeju International Ultramarathon Race.Design/methodology/approachData were collected from 313 ultramarathon runners during the 16th Jeju International Ultramarathon Race. Statistical analyses were carried out using confirmatory factor analysis and structural equation modeling.FindingsAn analysis of the relationship between brand experience and sports event image revealed that affective experience is the most influential dimension, followed by sensory and behavioral experiences. However, intellectual experience showed insignificant relationship. Sports event image indicated a positive effect on word-of-mouth and revisit intention.Research limitations/implicationsUltramarathon races are sporting events with few participants, even though it is becoming more popular. The attitude, motivation and personality of people participating in these races may be different in terms of the extreme characteristic and endurance level of sports activity. If the results of this study need to be generalized with other sports event images, a comparative study may help to understand the personality traits of people participating in ultramarathon races and other sports.Practical implicationsAs ultramarathon races are not yet popular sports, to target more people, behavioral experience has an influential role because it is action oriented and actively engages the body. Enriching consumer life by facilitating and creating opportunities to physically experience as well as showing them alternate ways of doing things may attract them to substitute lifestyle and interactions (Pine and Gilmore, 1999). Few other popular endurance race events organize short-distance races and kid races for fun (e.g. Lavaredo Ultra trail race), to engage friends and family members before the start of the main event. Doing so may provide an opportunity to attract more runners, and they may engage in running activities and participate in these kinds of events later, after having this sort of casual experience.Social implicationsSocial networking sites may be used to maintain continuous interaction with the runners and followers. Supporting a social cause is another measure to generate the intellectual experience of sports events. The result of this study shows no significant relationship between intellectual experience and the sports event image. To increase the worldwide popular