Title: Mass participant sport event brand associations: an analysis of two event categories

Authors: Jason A. Rice; Marion E. Hambrick; T. Christopher Greenwell

Addresses: North Central College, 30 North Brainard Street, Naperville, IL 60540, USA ' University of Louisville, 2100 South Floyd Street, SAC East 104J, Louisville, KY 40292, USA ' University of Louisville, 2100 South Floyd Street, SAC East 104J, Louisville, KY 40292, USA

Abstract: As the mass participant sport event (MPSE) market evolves and growth slows, event producers are challenged to distinguish themselves from competitors. Interestingly, limited research has investigated the current state of the market as viewed by potential and existing consumers of MPSEs. The purpose of this study was to investigate MPSE brands from the perspective of these two unique consumer groups by analysing their brand associations of two event categories, traditional and non-traditional MPSEs. Results reveal valuable perspectives on why current consumers are involved with their events, such as social benefits, while also providing insight into why non-participants may presently refrain from participation (i.e., lack of specific rewards associated with certain events). Organisers of each event type are encouraged to implement results in developing new products/services to generate new revenue streams and effective marketing communications.

Keywords: brand equity; brand associations; brand perception; participatory sport; marketing communications; endurance events.

DOI: 10.1504/IJSMM.2019.104146

International Journal of Sport Management and Marketing, 2019 Vol.19 No.5/6, pp.330 - 351

Accepted: 29 Jun 2018
Published online: 20 Dec 2019 *

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