Abstract
The purpose of this study was to identify the effect of image congruity of sports brand corporate"s event marathon on brand emotion, attitude and loyalty and aimed to propose strategic marketing methods to sports brand companies based on the result. The questionnaires were distributed to people who have participated in the event marathon. A total of 332 questionnaires were used as final validity sample and for data analysis, exploratory factor analysis, correlation analysis and regression analysis were used with SPSS 21.0. The results of this study are follows. 1) The image congruity of sports brand corporate"s event marathon had positive influence on brand emotion. 2) The image congruity of sports brand corporate"s event marathon had positive influence on brand attitude. 3) The image congruity of sports brand corporate"s event marathon had positive influence on brand loyalty. According to the result, sports brand companies can expect to generate profits through strategic marketing and sales taking into account the image consistency of the event and the characteristics of the participants.
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