Testing the relationships among event personality, event image and runners’ loyalty : a study of an international running event

Purpose: Given the increased competition among running events, it is important for event organizers to comprehend how they can retain a base of loyal customers. The purpose of the present study was to investigate the association between sport event personality and loyalty intentions of runners participating in a running event. More specifically, it examined the relationship of sport event personality dimensions with the overall image of a sporting event as well as the association of event image with runners’ loyalty intentions. Design/methodology/approach: Data were collected from 247 participants of an international running event. A structural equation model analysis was followed. Findings: The results showed that three dimensions of event personality (namely, excitement, sophistication and sincerity) predicted event image, which in turn positively associated with loyalty intentions. Practical implications: The study discusses how event managers can improve the image of their events in order to increase their customers’ loyalty levels. Originality/value: This is one of the first endeavors that examined the role of event image, a construct that has not received much attention in the context of road races, in a model concerning event participation.