A Study of Brand Identity, Satisfaction and Loyalty in Corporation Marathon Event － Take Standard Chartered Marathon Event Case as sample
| Autor: | Hsiu-Ping Huang, 黃秀萍 |
|---|---|
| Rok vydání: | 2019 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 107 This study contemplates on the runner experience, and attempt to explore the correlation of event image, quality of experience, value of experience, brand recognition, satisfaction and loyalty in participating Standard Charter Taipei Charity Marathon. With the six previous designated variables, this study constructed ten research frameworks based on relevant literature theory. The objects of this study are the runners who attended Standard Charter Taipei Charity Marathon on January 13th, 2019, and completed research questionnaires. 408 research questionnaires were deployed from January 13th to January 26th, 2019. The study uses the structural equation model to make a hypothesis test: (1) The activity image has a significant positive impact on the experience value and participant satisfaction. (2) Experience quality has a significant positive impact on experience value, participant satisfaction and brand identity. (3) Experience value has a significant positive impact on satisfaction and brand identity. (4) Satisfaction has a significant positive impact on brand identity and loyalty. (5) Brand identity has a significant positive impact on loyalty. This study discloses the findings and shows the restriction and suggestion for the corporate and future study reference. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
| Externí odkaz: |
|