Skip to main content

Advertisement

SpringerLink
Log in

Effects of sport mega-events on city brand awareness and image: using the 2009 world games in Kaohsiung as an example

  • Published:
Quality & Quantity Aims and scope Submit manuscript

Abstract

The purpose of this study was to explore the influence of holding sport mega-events on city brand awareness and city brand image, using the 2009 World Games in Kaohsiung and the people of Taiwan as the research subjects. Convenience sampling was used for distribution of the questionnaire, and 1,272 valid samples were obtained. SPSS 12.0 statistical software was used for structural analysis of the samples, and LISREL 8.20 statistical software was used to conduct confirmatory factor analysis on the various dimensions of the questionnaire. Finally, the structural equation model (SEM) was used to analyze the model and confirm that it had a good fit. This study made a number of important findings. The hosting of sport mega-events has a significant effect on city brand awareness. City brand awareness has a significant effect on city brand image. Sport mega-events have an indirect effect on city brand image, and city brand awareness has a mediating effect. These research results could be used as a reference for cities that actively seek to establish city branding.

This is a preview of subscription content, log in via an institution to check access.

Access this article

Log in via an institution

Price excludes VAT (USA)
Tax calculation will be finalised during checkout.

Instant access to the full article PDF.

Institutional subscriptions

Fig. 1
Fig. 2
Fig. 3

Similar content being viewed by others

References

  • Aaker, D.A.: Measuring brand equity across products and markets. Calif. Manag. Rev. 38(3), 102–120 (1996)

    Article  Google Scholar 

  • Anderson, J.C., Gerbing, D.W.: Structural equation modeling in practice: A review and recommended two-step approach. Psychol. Bull. 103(3), 411–423 (1988)

    Article  Google Scholar 

  • Alwi, S.F.S.: Online corporate brand images and consumer loyalty. Int. J. Bus. Soc. Sci. 10(2), 1–19 (2009)

    Google Scholar 

  • Bagozzi, R.P., Yi, Y.: On the evaluation of structural equation models. Acad. Mark. Sci. 16(1), 74–94 (1988)

    Article  Google Scholar 

  • Burbank, M.J., Andranovich, G., Heying, C.H.: Mega-events, urban development, and public policy. Rev. Pol. Res. 19(3), 179–201 (2002)

    Article  Google Scholar 

  • Chung, W., Woo, C.W.: The effects of hosting an international sports event on a host country: the 2008 summer Olympic Games. Int. J. Sports Mark. Spons. 12(4), 281–300 (2011)

    Google Scholar 

  • Clark, C., Doraszelski, U., Draganska, M.: The effect of advertising on brand awareness and perceived quality: An empirical investigation using panel data. Quant. Mark. Econ. 7(2), 207–236 (2009)

    Google Scholar 

  • DeVellis, R.F.: Scale Development: Theory and Applications. Sage, London (1991)

    Google Scholar 

  • Esch, F.R., Langner, T., Schmitt, B.H., Geus, P.: Are brands forever? How brand knowledge and relationships affect current and future purchases. J. Prod. Brand Manag. 15(2), 98–105 (2006)

    Article  Google Scholar 

  • Fornell, C., Larcker, D.F.: Evaluating structural equation models with unobservable and measurement error. J. Mark. Res. 18(1), 39–50 (1981)

    Article  Google Scholar 

  • Getz, D.: Trends, strategies and issues in sport event tourism. Sport Mark. Q. 7(2), 8–13 (1998)

    Google Scholar 

  • Getz, D.: Event tourism: Definition, evolution and research. Tour. Manag. 29, 403–28 (2008)

    Article  Google Scholar 

  • Galdini, R.: Tourism and the city: Opportunity for regeneration. Tour. 2(2), 95–111 (2007)

    Google Scholar 

  • Hall, C.M.: Urban entrepreneurship, corporate interests and sports mega-events: The thin policies of competitiveness within the hard outcomes of neoliberalism. Sociol. Rev. 54, 59–70 (2006)

    Article  Google Scholar 

  • Hall, C.M.: Page, S,: Progress in tourism management: from the geography of tourism to geographies of tourism - A review. Tour. Manag. 30, 3–16 (2009)

    Article  Google Scholar 

  • Hallmann, K., Breuer, C.: Image fit between sport events and their hosting destinations from an active sport tourist perspective and its impact on future behavior. J. Sport Tour. 15(3), 215–237 (2010)

    Article  Google Scholar 

  • Hatcher, L.: A step-by-step approach to use the SAS system for factor analysis and structural equation modeling. SAS Institute Inc., North Carolina (1994)

    Google Scholar 

  • Hoyer, W.D., Brown, S.P.: Effects of brand awareness on choice for a common, repeat-purchase product. J. Cons. Res. 17(2), 141–148 (1990)

    Google Scholar 

  • Kang, M., Yang, S.: Comparing effects of country reputation and the overall corporate reputations of a country on international consumers’ product attitudes and purchase intentions. Corp. Rep. Rev. 13, 52–62 (2010)

    Article  Google Scholar 

  • Kaplanidou, K.: Affective event and destination image: Their influence on Olympic travelers’ behavioral intentions. Event Manag. 10(2), 159–173 (2007)

    Article  Google Scholar 

  • Kavaratzis, M., Ashworth, G.J.: City branding: An effective assertion of identity or a transitory marketing trick? Place Branding 2(3), 183–194 (2006)

    Article  Google Scholar 

  • Keller, K.L.: Conceptualizing, measuring, and managing customer-based brand equity. J. Mark. 57(1), 1–22 (1993)

    Article  Google Scholar 

  • Keller, K.L.: Brand synthesis: The multidimensionality of brand knowledge. J. Cons. Res. 29, 595–600 (2003)

    Article  Google Scholar 

  • Keller, K.L.: Strategic Brand Management: Building, Measuring and Managing Brand Equity, 3rd edn. Prentice Hall, Upper Saddle River (2008)

    Google Scholar 

  • Kim, W.G., Kim, H.B.: Measuring customer-based restaurant brand equity. Corn. Hotel Rest. Adminstr. Quart. 45(2), 115–131 (2004)

  • Kitchen, P.J., Laurence, A.: Corporate reputation: An eight-country analysis. Corp. Rep. Rev. 6, 103–117 (2003)

    Article  Google Scholar 

  • Kotler, P., Gertner, D.: Country as a brand, products and beyond: A place marketing and brand management perspective. J. Brand Manag. 9(4), 249–261 (2002)

    Article  Google Scholar 

  • Kotler, P., Haider, D.H., Rein, I.: Marketing places: attracting investment, industry and tourism to cities, states and nation. The Free Press, New York (1993)

  • Kumara, S., Canhua, K.: Perceptions of country of origin: An approach to identifying expectations of foreign products. J. Brand Manag. 17, 343–353 (2009)

    Article  Google Scholar 

  • Laurent, G., Kapferer, J.N., Roussel, F.: The underlying structure of brand awareness scores. Mark. Sci. 14(3), 170–179 (1995)

    Article  Google Scholar 

  • Macdonald, E., Sharp, B.: Management perceptions of the importance of brand awareness as an indication of advertising effectiveness. Mark. Bull. 14, 1–11 (2003)

    Google Scholar 

  • Ostapenko, N.: Nation branding of Russia through the Sochi Olympic games of 2014. J. Manag. Pol. Pract. 11(4), 60–63 (2010)

    Google Scholar 

  • Park, C.W., Joworski, B.J., Machinnis, D.J.: Strategic brand concept-image management. J. Mark. 50, 135–154 (1986)

    Article  Google Scholar 

  • Roche, M.: Mega-events: Olympics and Expos in the Growth of Global Culture. Routledge, London (2000)

    Google Scholar 

  • Rogerson, C.M.: Consolidating local economic development in post-apartheid South Africa. Urban Forum 19, 307–328 (2008)

    Article  Google Scholar 

  • Ross, S.D.: A conceptual framework for understanding spectator-based brand equity. J. Sport Manag. 20, 22–38 (2006)

    Google Scholar 

  • Ross, S.D., Russell, K.C., Bang, H.: An empirical assessment of spectator-based brand equity. J. Sport Manag. 28, 322–337 (2008)

    Google Scholar 

  • Sandler, D.M., Shani, D.: Sponsorship and the Olympic games: The consumer perspective. Sport Mark. Q. 2(3), 38–43 (1993)

    Google Scholar 

  • Smith, A.: Reimaging the city: the value of sport initiatives. Annals Tour. Res. 32, 217–36 (2005)

    Article  Google Scholar 

  • Till, B.D., Baack, D.W.: Recall and persuasion. J. Adv. 34(3), 47–57 (2005)

    Article  Google Scholar 

  • Tsuji, Y., Bennett, G., Leigh, J.H.: Investigating factors affecting brand awareness of virtual advertising. J. Sport Manag. 23(4), 511–544 (2009)

    Google Scholar 

  • Waitt, G.: Playing games with Sydney: Marketing Sydney for the 2000 Olympics. Urban Stud. 36(7), 1055 (1999)

    Article  Google Scholar 

  • Wang, X., Yang, Z.: The effect of brand credibility on consumers’ brand purchase intention in emerging economies: The moderating role of brand awareness and brand image. J. Glob. Mark. 23, 177–188 (2010)

    Article  Google Scholar 

  • Xing, X., Chalip, L.: Effects of hosting a sport event on destination brand: a test of cobranding and match-up models. Sport Manag. Rev. 9(1), 49–78 (2006)

    Article  Google Scholar 

  • Zhang, J.J.: Of kaoliang, bullets and knives: Local entrepreneurs and the battlefield tourism enterprise in Kinmen (Quemoy). Taiwan. Tour. Geogr. 12(3), 395–411 (2010)

    Article  Google Scholar 

Download references

Author information

Authors and Affiliations

  1. Department of Sport Business Management, Da-Yeh University, 168 University Road, Dacun, Changhua, Taiwan

    Cheng-Jong Lee

Authors
  1. Cheng-Jong Lee
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Cheng-Jong Lee.

Rights and permissions

Reprints and permissions

About this article

Cite this article

Lee, CJ. Effects of sport mega-events on city brand awareness and image: using the 2009 world games in Kaohsiung as an example. Qual Quant 48, 1243–1256 (2014). https://doi.org/10.1007/s11135-013-9832-6

Download citation

  • Published:

  • Issue Date:

  • DOI: https://doi.org/10.1007/s11135-013-9832-6

Keywords

Search

Navigation