Brand Recall Analysis in a Mass Running Event: A Study of Brand Awareness by Demographics and Race Distance

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dc.contributor.authorFernández Luna, Álvaro
dc.contributor.authorLeón Quismondo, Jairo
dc.contributor.authorPérez González, Benito
dc.contributor.authorLeguina, Mercedes
dc.contributor.authorJiménez Díaz-Benito, Víctor
dc.contributor.authorIván Baragaño, Iyán
dc.contributor.authorBurillo Naranjo, Pablo
dc.date.accessioned2025-12-30T11:59:34Z
dc.date.available2025-12-30T11:59:34Z
dc.date.issued2025
dc.description.abstractThis study investigates spontaneous brand recall at a large-scale running event in Madrid in 2024, involving 4,183 surveyed finishers across three race distances (10k, half-marathon, marathon). Weighted analyses reveal that the technical sportswear sponsor achieved the highest top-of-mind recall (57.7%), followed by the title-sponsor insurance company (46%). Recall varied meaningfully across participant segments.
dc.description.filiationUEMspa
dc.description.impactNo dataspa
dc.description.sponsorshipSin financiación
dc.identifier.citationFernandez-Luna, A., León-Quismondo, J., Pérez-González, B., Leguina, M., Jimenez Díaz-Benito, V., Iván-Baragaño, I., & Burillo, P. (2025). Brand recall analysis in a mass running event: A study of brand awareness by demographics and race distance. [Conferencia]. En 33rd European Association for Sport Management Conference (EASM 2025), Budapest, Hungría. https://easm2025.com/en/
dc.identifier.isbn978-615-5196-40-9
dc.identifier.urihttps://hdl.handle.net/11268/16655
dc.language.isoeng
dc.peerreviewedSi
dc.relation.publisherversionhttps://easm2025.com/en/
dc.rights.accessRightsopen access
dc.subject.sdgGoal 3: Ensure healthy lives and promote well-being for all at all ages
dc.subject.sdgGoal 8: Promote inclusive and sustainable economic growth, employment and decent work for all
dc.subject.unescoAtleta
dc.subject.unescoCompetencia deportiva
dc.subject.unescoDeporte
dc.titleBrand Recall Analysis in a Mass Running Event: A Study of Brand Awareness by Demographics and Race Distance
dc.typeconference output
dspace.entity.typePublication
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relation.isAuthorOfPublication.latestForDiscoverye53f0ff2-2a2d-4250-8906-e82eaea72d57

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