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FACTORS INFLUENCING BRAND IMAGE AND BEHAVIOR OF CONSUMERS OF THE XIAMEN MARATHON
Resource type
Authors/contributors
- Xu Teng (Author)
- Weng Chi Lei (Contributor)
- University of Saint Joseph (Contributor)
Title
FACTORS INFLUENCING BRAND IMAGE AND BEHAVIOR OF CONSUMERS OF THE XIAMEN MARATHON
Abstract
Many sports events have been reopened since the recovery from the global Covid19 epidemic. As countries work toward the third sustainable development goal of good
health and well-being, sports events have received increasing support and investments.
This study focuses on the Xiamen Marathon, which had reached the platinum level of
sustainable development and is a benchmark marathon race in China.
To assess the factors that influence the brand image and behavior of consumers of
the Xiamen Marathon, this dissertation references the conceptual models in previous
studies and hypothesizes that experience, brand image, loyalty, satisfaction, motivation,
organization, quality, and trust are the direct influencing factors of brand image and
indirect determinants of word of mouth, sport, and behavioral intention. This study
surveyed participants of the Xiamen Marathon in 2024 and collected data from a sample
of 285 participants. All the respondents were local residents and over 90% were
contestants. The largest proportions were 36-to-55-year-old, married, highly educated,
and employed, earning monthly income between ¥5000 to ¥15000 and spending over
¥1000 on marathon equipment.
IBM SPSS and Amos were used for the quantitative analysis based on structural
equation modeling techniques, including reliability test, validity test, and hypothesis
testing. The questionnaire quality was good, the scale data were suitable for factor
analysis, and the questionnaire data fitted well. However, quality and trust were
excluded due to low significance. The results show that experience, loyalty,
satisfaction, motivation, and organization have significant and positive impacts on
brand image, which in turn has significant and positive impacts word of mouth, sport,
and behavioral intention. The results support the eight hypotheses of direct effects and
the 15 hypotheses of intermediate effects
University
University of Saint Joseph
Place
Macau
Date
2024
# of Pages
83
Language
eng
Library Catalog
Library Catalog (Koha)
Call Number
M-BA 2024 TEN,XU
Notes
In Partial Fulfillment of the Requirements for the Degree of Master of Business Administration in the Faculty of Business and Law, University of Saint Joseph, Macau, July, 2024Supervisor : Lei Weng Chi
Citation
Xu Teng. (2024). FACTORS INFLUENCING BRAND IMAGE AND BEHAVIOR OF CONSUMERS OF THE XIAMEN MARATHON [University of Saint Joseph]. https://library-opac.usj.edu.mo/cgi-bin/koha/opac-detail.pl?biblionumber=224511
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