Research On Brand Equity Of Shanghai International Marathon Events

With the vigorous development of mass sports,"marathon hot" has become a symbolic phenomenon of the mass sports.The marathon industry that emerged at the historic moment is gradually growing.Marketization,popularization,and branding are development directions of marathon events in China.This research takes the participants of the Shanghai International Marathon as the survey object,aiming to explore the brand equity of the marathon and the influence of individual factors of the participants on the brand equity from the perspective of the participants,so as to enhance the competition of the marathon in local city.This research adopts the method of literature data and questionnaire to understand the group characteristics of the participants in the Shanghai International Marathon and construct various variable indicators of brand equity from the perspective of the participants,including brand awareness,brand image,perceived quality,and brand loyalty.Perceived quality includes project quality and result quality.This research analyzes the relationship between the individual factors of the contestants and the brand equity through mathematical statistics and proposes its promotion strategy.the following conclusions are drawn:(1)Judging from the basic situation of the participants,most of the participants of the Shanghai International Marathon are 30-50-year-old males.The overall educational background of the participants is relatively high,and their monthly income is generally close to Shanghai’s per capita income.Most of them are staff in enterprises,more than half of the participants have participated in marathon events1-3 times in the past two years.On the whole,the Shanghai International Marathon has a certain tendency to be popular,and the entry barrier is low.Based on the algorithm of the PCM theory,the participants of the Shanghai International Marathon can be divided into three stages in terms of sports participation.The number of participants in each stage is loyalty,attachment,and attraction in descending order.From the perspective of brand equity evaluation,the overall evaluation of each dimension is better.Among them,the quality of the results is the highest,indicating that the experience of the event and the atmosphere of the competition can meet the pre-match expectations of the participants.(2)The income factors of the contestants have significant differences in brand awareness,project quality,result quality,and brand loyalty.The number of entries has significant differences in all dimensions of brand equity.In the personal characteristics of the contestants,some factors will have an impact on the evaluation of brand equity.In terms of sports participation,participants in the attraction stage,attachment stage,and loyalty stage all have significant differences in the evaluation of brand equity.Each variable of sports participation has a significant positive correlation with each variable of brand equity,indicating that sports participation has a certain impact on brand equity.(3)Brand awareness,brand image,project quality,and result quality all have a positive impact on brand loyalty.The order of influence on brand loyalty is result quality,project quality,brand awareness,and brand image.It shows that the competition organizer needs to put the improvement of perceived quality in the first place when developing the competition brand.The stronger the participant’s subjective perception of the overall quality of the competition,the higher the brand loyalty.