Development of Marathon Brand Element Scale

DOI

10.2991/assehr.k.220110.022How to use a DOI?

Keywords

Marathon brand elements; Scale; Exploratory factor analysis; Confirmatory factor analysis

Abstract

The purpose of this paper is to develop a scale of marathon event brand elements, which provides a quantitative tool for event brand building. And the methods are literature review, questionnaire survey and mathematical statistics. It is concluded that the scale consists of 42 items in five dimensions: marathon brand symbol, culture, service, marketing and influence. The results of confirmatory factor analysis show that the fitness between the assumed structure model and sample data is acceptable. The results of reliability and validity show that the scale has good reliability and validity, which can be used as a tool for brand building of marathon events, and can provide the organizing committee with the attitude of contestants and the specific path to start a marathon brand building. (x2/df=3.668, RMSEA=0.082, IFI=0.791, CFI=0.790, PGFI=0.648, PNFI=0.694; Cronbachα=0.954 in the total questionnaire, and Cronbachα ranges from 0.839 to 0.944 in five dimensions).

Copyright

© 2022 The Authors. Published by Atlantis Press SARL.

Open Access

This is an open access article under the CC BY-NC license.

Download article (PDF)

TY  - CONF
AU  - Mengmeng Huang
AU  - Chuan-ming Cai
AU  - Yao-Chuan Chang
PY  - 2022
DA  - 2022/01/28
TI  - Development of Marathon Brand Element Scale
BT  - Proceedings of the 2021 International Conference on Public Art and Human Development ( ICPAHD 2021)
PB  - Atlantis Press
SP  - 110
EP  - 117
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.220110.022
DO  - 10.2991/assehr.k.220110.022
ID  - Huang2022
ER  -