Document Type
Article
Publication Date
2014
Publication Title
Sport Marketing Quarterly
Volume
23
First page number:
198
Last page number:
211
Abstract
The economic value of participation sport has been reported to eclipse spectator sport significantly. However, scholars have acknowledged the relative lack of research on this important segment of the sport market. The purpose of this study was to analyze the relationship between runner identity and race sponsor effectiveness. Surveys were sent to participants in the Las Vegas Rock ‘n’ Roll Marathon. The survey was constructed to measure runner identity, and sponsor effectiveness as interpreted through rates of recognition, recall and purchase intention. Runners were divided into three groups based on their runner identity score. Of the predictive variables, only runner identity was a significant predictor of sponsor recognition and recall and one of two significant variables for purchase intention. The current study established runner identity as a unique construct and shows how runner identity is tied to measures that can be used by race organizers to attract or retain sponsors.
Keywords
Marathon running; Running; Running races
Disciplines
Business | Education | Educational Psychology | Environmental Health | Sports Sciences
Language
English
Permissions
Copyright Fitness Information Technology. Used with permission.
Repository Citation
Lough, N. L.,
Pharr, J.,
Owen, J. O.
(2014).
Runner Identity and Sponsorship: Evaluating the Rock ‘n’ Roll Marathon.
Sport Marketing Quarterly, 23
198-211.
https://digitalscholarship.unlv.edu/env_occ_health_fac_articles/128
Included in
Business Commons, Educational Psychology Commons, Environmental Health Commons, Sports Sciences Commons