Paper Title
An Exploratory Study of Event Image
Start Date
7-1-2011 4:00 PM
End Date
7-1-2011 5:15 PM
Track
1. Track 1 – Formal Paper Presentation
Subject Area
Marketing
Faculty Member
Dr Mimi LI Email: hmmli@polyu.edu.hk Hong Kong Polytechnic University
Abstract
The main purpose of this study is to measure and explore the dimensionality of the event image by using the case of 2010 Shanghai World Expo. After literature review, this study used Keller’s framework of brand image as the conceptual base, followed the free associations method to identify the preliminary items, adopted expert opinions to further purify the measurement items, and finally employed the exploratory factor analysis to explore the underlying structure of the event image. Finally, seven dimensions were extracted: “benefits & Event content”, “facilities”, “service”, “attitude”, “waiting & crowdedness issue”, “F&B”, and “Souvenir”. The results of current study were relatively consistent with the conceptual grounds of Keller’s framework and to some extend confirmed previous empirical studies, which could provide useful implications for both future research and industry practice.
Keywords
Event image, Mega event, World Expo, Exploratory factor analysis
An Exploratory Study of Event Image
The main purpose of this study is to measure and explore the dimensionality of the event image by using the case of 2010 Shanghai World Expo. After literature review, this study used Keller’s framework of brand image as the conceptual base, followed the free associations method to identify the preliminary items, adopted expert opinions to further purify the measurement items, and finally employed the exploratory factor analysis to explore the underlying structure of the event image. Finally, seven dimensions were extracted: “benefits & Event content”, “facilities”, “service”, “attitude”, “waiting & crowdedness issue”, “F&B”, and “Souvenir”. The results of current study were relatively consistent with the conceptual grounds of Keller’s framework and to some extend confirmed previous empirical studies, which could provide useful implications for both future research and industry practice.