Using Brand Positioning to Enhance Consumers' Loyalty in Participatory Sport Event

When the concepts of health and leisure have currently become irresistible trends, people have increased aspirations to engage in participatory sporting events. In this respect, current markets are crowded with numerous participatory sporting events, requiring event organizers and sponsors to seriously consider how to use brand positioning strategies to build a distinctive place and image in the market for their events in order to enhance consumer loyalty. This study uses popular participatory sporting events in Taiwan as cases to investigate brand positioning that influence brand loyalty through brand identification and brand personality in the field of participatory sport. The research is based upon a survey of 372 participants attending a popular participatory sports event- a triathlon event that occurred in 2013 in the northern region of Taiwan. The findings showed that brand positioning substantially influences brand loyalty through brand identification and brand personality. Participatory sport event organizers and sponsors can plough into long-term work of positioning their sponsored event to enhance customers' brand loyalty.

關鍵字

participatory sport ； brand positioning ； brand strategy ； brand loyalty

並列摘要

當健康與休閒的概念已經成為現代的趨勢時，愈來愈多的人們在閒暇之餘投身於參與型運動。在這樣的趨勢之下，市場上充斥著許許多多的參與型運動比賽。為了讓所主辦的參與型運動比賽可以在消費者心中建立起有區別性的形象與地位，活動單位需要思考如何運用品牌定位的策略以強化消費者的忠誠度。本研究以台灣的運動參與者為施測對象，在2013 年實施問卷調查方式於知名的鐵人三項比賽會場收集了372 份問卷。研究的結果顯示，品牌定位影響消費者的品牌認同與品牌人格，進而影響消費者的品牌忠誠。因此，此研究之結果建議參與型運動的主辦公司，應該藉著明確的品牌定位在消費者心中與市場上的競爭對手做有效的區隔進而提升消費者的品牌忠誠。