Brand building for small-scale sporting events: The process of brand building for Chinese sporting events. TITLE Brand Building for Small-Scale Sporting Events: The Process of Brand Building for Chinese Sporting Events. The primary purpose of this study is to explore the brand building process for small-scale sporting events.
INTRODUCTION
- Research Background
- Research Problem
- Research Objectives
- Research Questions
- Research Significance
- Definition of Terms
- Brand
- Brand-Building
- Sport Event brand
- Brand Equity
- Small-Scale Sports Events
Q5: Does a positive brand image create a positive feeling in the branding of smaller sports events. It is useful to understand the relationships between branding factors when branding small-scale sporting events. Small-scale sports events are defined in terms of large-scale sports events ((Ya-fang, Zhi, Qun-hui, & Jing-jing, 2013).
LITERATURE REVIEW
Research Procedure
Combined with interviews and questionnaires, this study delves into the construction process of small sports event brands. It is useful for the organizers to refer to and expand the impact and attractiveness of the event.
Brand
- Brand Equity
- Sports Brand
- Chinese Brand
Farquhar Farquhar (1989) defined brand equity as “the added value that a brand gives to a product or service”. One is firm-based brand equity and the other is based on consumer brand equity. Research on consumer-based brand equity has studied the influence of consumer perception on brands by consumers.
Brand Building
- Measuring Consumer-Based Brand Equity
- Brand-Building Process
Aaker and Keller's brand equity theory has significantly influenced subsequent research on brand equity. This model explains the importance of customer experience for sporting event brand equity. They believed that brand equity of sporting events consists of two dimensions: brand image and awareness.
Sports Events Brand
- Chinese Sports Event Brand
The research shows that the brand value of sponsors positively influences the brand value of sporting events. However, the audience's familiarity with events and the corresponding level of corporate sponsorship cannot change the influence of brand awareness on the brand equity of sporting events (Yongtao, Yang, Hong, & Shoujiang, 2019). Therefore, it is urgent to build, protect and enhance the brand value of Chinese sporting events based on customer orientation (Zhihui et al., 2014).
Small-Scale Sports Events
- Taijiquan Competitions
Many cities and regions are beginning to turn to small-scale sporting events without expensive infrastructure. Small-scale sporting events benefit the host country economically and socially on an individual and collective level (O'Brien & Chalip, 2016). The understanding and development of small-scale sports events is in line with the needs of the growing sports industry in China (Rongrong, Yang, & Yin, 2018).
Conceptual Franework
- Conceptualizing Sports Events Brand Based Brand Resonance Model
- Antecedents: Event Awareness and Event Image
- Participant Response (Participant Feelings and Judgement)
- Event Image and Participant Response (Participant Feelings and
- Consequence: Event Resonance
Event resonance reflects the level of consumer brand recognition of the event and represents the relationship between consumers and the event (Keller, 2001; Choudhury & Kakati, 2014; Adrian, 2014; Baird, 2015; Sandhe, 2016). Brand attachment refers to the consumer's perception of the brand and how it is defined and expressed (Schmalz & Orth, 2012). Consumers' brand community experiences can positively influence consumers' brand loyalty (Minxue, Junyun, & Nan, 2015; Zhenquan, Yuwei, & Fei, 2010).
RESEARCH METHODOLOGY
Research Design
Population
Therefore, the opinions of event participants help to explore the relationship between various factors in the process of brand building for small-scale sporting events. The organizers have years of experience organizing sporting events and exploring the creation of small-scale sporting event brands from the organisers' perspective.
Phase 1
- Objective
- Subject
- Instrument
- Sample Size and Sampling Procedure
- Data Collection Procedure
- Data Analysis
As suggested by the expert group, the interview outline has been redesigned and revised. Q14 Based on your participation experience, do you think the brand of the sporting event affects participants' decision to participate? What other brand factors influence the choice of contestants. He has participated in the work of the referees of this competition since the early stage of the China Jiaozuo International Taijiquan Exchange Competition.
Phase 2
- Objective
- Subject
- Instrument
- Pilot Test
- Sample Size and Sampling Procedure
- Data Collection Procedure
- Data Analysis
49 in or watched the China Jiaozuo Taijiquan Competition?” If the answer is "Yes", respondents will be allowed to answer the following questions. The questionnaire questions were derived from brand building theory (Aker, 1996; Keller, 2001) and the results of the first phase interviews. Five expert evaluators evaluated the content validity of the questionnaire using the Expert Evaluation Form before the investigation (same as the first phase) through the IOC.
According to the suggestions of the expert group, this study adjusted and revised the questions with unclear meanings. In the third step, 80% of the questionnaires with the same score were deleted, with 45 questionnaires being disqualified. The questionnaire first explained the research so that the respondents could better understand the intention of the research.
In using the online questionnaire, considering the accuracy of the target group, the first question was. Have you participated in the Jiaozuo Taijiquan Exchange Competition?” If the answer is "Yes", the next question appeared automatically. The overall fit of the initial model in this study was reasonable, but there were still unsatisfactory indicators.
The bootstrap method was used to estimate indirect effects to test the mediating effect of event imagery between event awareness, participants' feelings,.
Phase 3
- Objective
- Subject
- Instrument
- Sample Size and Sampling Procedure
- Data Collection Procedure
- Data Analysis
This competition is also a mass event and the age division of the event is exciting. The image of the event (competitor image, service image, facility image, safety image and organizational image) is the second dimension, which influences the evaluations of the event by the Attendees. The audience's perception of the event brand can influence audience participation in the event.
The overall level of participant evaluation of the event leads to resonance with the event.
RESULTS
Results of This Study
The first part shows the factors affecting the brand building process for small-scale sporting events, the second part shows the brand building process for small-scale sporting events, and the third part verifies the brand building process for small-scale sporting events.
Phase 1. Influencing Factors of Small-Scale Sports Events
- Antecedents: Event Positioning and Event Awareness
- Establish Event Image
- Responses: Participate judgement and Participant Feelings
- Event Positioning and Event Awareness to Event Image
- Event Image to Participate judgement and Participant Feelings
- Consequence: Resonance
As host of the event, the athlete tests whether the event lives up to the organiser's expectations. The branding of the competition mainly depends on the name." "The name of the competition is critical. Consumers' understanding and experience of the event influenced the establishment of the event's image in consumers' minds.
Improving service quality can form a positive brand image and increase the event's competitiveness (Rui-min & Huijun, 2020). Venues and facilities are the basic guarantees for spectators to enjoy the service of the event (Guoli, 2014; Yun & Rongri, 2019). In addition to the professional competition venues, the unique landscape of the event's host city also resonated with organizers, participants and judges.
Wang YM commented on a similar situation: “Standardization of the event should also be considered. Participant feelings are participants' perceptual response to the perception and evaluation of the event (K.L. Keller, 2001a; Sandhe, 2016). This judgment represents the participant's personal opinion about the event (Adrian, 2014b; Márkus & Fallmyr, 2014) that influenced the participants' choice of the event.
When participants perceive an event, they psychologically construct their awareness of the event and establish an image of the event.
Phase 2. The Process for Brand Building of Small-Scale Sports Events
- Demographics Characteristics
- Normality test
- Structural Equation Modeling (SEM)
According to the theory and the results of the first research phase, the model has highly correlated dimensions. The fit index provided the most basic indication of the degree of fit between the proposed theory and the data. The reliability of the model was tested by factor loading, composite reliability (CR) value and Cronbach's alpha coefficient.
Participants who understand the event better may also have more associations with the event, thus forming the image of the event in their minds. This shows the necessity to improve participants' awareness of the event before establishing the event image. This shows that the event image has a direct impact on the emotional response of the event and the evaluation of the event.
Participants who have a higher event image rating may have a more positive emotional response to the event and a higher judgment of the event. This shows that the participants' feeling and judgment of the event have a direct impact on the resonance of the event. This indicates that participants can indirectly influence the participants' emotional response to the event and the participants' judgment of the participants, who increase awareness of the event and subsequently create the image of the event.
It shows that participants form an emotional response to and rational judgment about the event.
Phase 3. Confirming The Brand Building Process for Small-Scale Sports Events
- Demographics Characteristics
- Expert Evaluation
- The result of expert evaluation
The results of the study analyzed the factors that influence the branding of smaller sports events and the event branding process. Small-scale sports event branding should begin with the event by engaging with consumers. In sports events, the image of the competition, services and facilities influence the brand image of the event.
CONCLUSION, DISCUSSION, AND SUGGESTIONS
Introduction
This chapter discusses the reasons for displaying branded results for small-scale sporting events. This study used a two-step approach to both measurement and structural models (Anderson & Gerbing, 1988; James, Mulaik, &. The measurement model was based on Keller's brand construct theory, which artificially constructs responses of consumers towards brands to the extent of their perceptions of the brand.
It achieves brand resonance by transforming brand response and a strong relationship between consumers and the brand. The second part discusses the three phases in the study of brand building for small sports events, the factors that influence the brand building of small sports events, and the exploration and validation of the building process for small sports events. , respectively.
Conclusion
- Influencing factors of small-scale sports events
- The Process for Brand Building of Small-Scale Sports Events
- Confirming the brand-building process for small-scale sports events
Event image is a multidimensional concept and the results suggested that competition, service, facilities, security and organization influence the perception of the event in the minds of consumers. Once consumers have gained knowledge about the event, they evaluate it based on their previous experiences, including feelings and judgments. Consumers rated their perceptions of the event, such as emotional ratings such as fun and trust, and rational judgments such as value and innovation.
Brand outcomes such as loyalty, community, attachment and engagement were identified when consumers expressed appreciation for events in which they participated. The path results showed that awareness of the event (estimate = 0.268, p<0.001) had a positive effect on image of the event. At the same time, the awareness of the event and the positioning of the event conveyed the feelings and judgment of the participants through the image of the event.
The research results showed that the first step in building the brand of small-scale sporting events was to create salience in the minds of consumers through event positioning and event awareness. The second step was to create an image in the minds of consumers through competition, service, facilities, safety and organization. Then the third step was to respond emotionally and rationally based on the consumer's experience and knowledge of the event.
Evaluation results showed that the first step determined the importance of the event with a mean of 4.6–5 for each item score and a CV of 0–0.11.
Discussion
- Influencing factors of small-scale sports events
- The Process for Brand Building of Small-Scale Sports Events
- Confirming the Brand Building Process for Small-Scale Sports Events 126
- Implications
- Limitations
- Further Research
The interviews concluded that the participants' knowledge of the event influences the participants' choice of the event. More samples are needed to test the accuracy of the brand-building model for small sports events. The professionalism of the judges and the other staff determines the event's high standard.
Participants make a series of emotional and rational evaluations of the event through the generated image of the event.
