Study On The Evaluation Characteristics And Influencing Factors Of Marathon And Urban Joint Brand Based On Urban Residents' Perspective

With the development of the sports industry,the competition brand has attracted more and more attention.Since 2014,the State Sports General Administration and the Hangzhou municipal government issued documents separately,and proposed that we should create excellent brand events,enhance the competitiveness between cities,and further promote the development of sports events.With the abolition of the marathon approval system,many cities began to build marathon brand.The Hangzhou marathon race has been successfully held for the 31 time.As a gold medals sports event,what's the effect of its joint brand with the city has not been reported in public.Based on thi s,this paper based on the evaluation of CO-branding theory,using some method logic al analysis respectively on the marathon and the city co-Branding Evaluation characte ristics and influencing factors of the characteristics of combined brand evaluation(ma rathon brand equity,brand match,city brand equity)to explore the relationship betwe en factors and the combination of brand evaluation and its influence,through the anal ysis of the data,draw the following conclusions:(1)of different gender,age,occupation,education,monthly income and household po pulation in Co-Branding Evaluation there is no significant difference,which shows th at the evaluation of CO-Branding Evaluation in between different groups has the high effect of consistency and stability,the residents of the city and City Marathon events c o Branding Evaluation effect good.(2)of different gender,age,occupation,education,monthly income crowd brand in th e marathon brand equity,the matching degree of no significant difference,different ho usehold groups have significant differences in the marathon city brand equity and bra nd equity.This shows that the residents of the city marathon,brand equity,brand,city brand equity evaluation is relatively consistent,matching degree is recognized by the city residents and the city of Marathon and marathon;brand equity and city brand equ ity is different between different household population,further show that the Hangzho u marathon and the city need to join,can integrate resources of Hangzhou City,marat hon increase promotion,promote the Hangzhou marathon develop better,while Hang zhou marathon run successfully,will attract more people to the city of Hangzhou,Han gzhou "feeling of vitality,the quality of the city" city brand image.(3)Marathon brand equity,brand match degree,and urban brand equity have a positiv e impact on the co-brand evaluation.The correlation coefficient between the three bra nds and the co-brand evaluation is 0.593,0.579,and 0.523,respectively.Among them,the correlation coefficient between marathon brand equity and co-brand evaluation is the highest,which shows that the co-brand evaluation has good effect,has a positive r ole in promoting the Hangzhou Marathon,and the Hangzhou Marathon will have a be tter development.