Study On The Influence Of Brand Experience And Brand Awareness On Brand Loyalty Of Xiamen International Marathon

The city marathon is getting more and more popular and gaining rapid development.In order to acquire a deeper understanding of the impact of brand experience,brand awareness and brand loyalty on each other in this field,the author of this paper investigated 170 marathon participants(140 males and 30 females)after the 2017 Xiamen International Marathon and analysed the sample data,the results are as follows:(1)Brand awareness has a significantly positive and significant impact on the brand experience and its dimensions which in descending order of impact are service experience,materials experience,interactive experience and facilities experience;brand awareness has a significantly positive and significant impact on the brand loyalty;brand experience and its materials experience and service experience dimensions have a significantly positive impact on brand loyalty with the impact of service experience greater than that of materials experience,while facilities experience and interactive experience do not have a significantly positive impact on brand loyalty.(2)There is no obvious impact on the relationship of brand experience,brand awareness and brand loyalty posed by the demographics of the gender,age,educational background and income of city marathon participants.