The Effects of Life Style of Participants of Marathon on Perceived Value and Brand Attitude

The purpose of this study is to apprehend the attitude toward the value and brand people who participated in the marathon contest held by the sports brand felt depending on the detailed type of the lifestyle and to provide the basic material helpful for the marketing analysis of the brand. This study is aimed at providing implications on the sports brand marathon contest that is proceeding now. Hereupon, the study was conducted targeting 291 people who participated in ‘2018 Adidas Myrun Seoul’. The questionnaires were used as the survey tool and when it comes to the data processing method, the frequency analysis, explorative factor analysis, credibility analysis, correlation analysis, and multiple regression analysis were carried out by means of SPSS 23.0 Ver. Program. First, it was revealed that the social intercourse pursuit, self-display pursuit, exercise pursuit, achievement pursuit of the sports brand marathon contest participants’ lifestyle had a partially significant effect on the perceived value, but it was shown that the fashion pursuit did not influence the perceived value. Second, although it was revealed that the fashion pursuit and social intercourse pursuit of the sports brand marathon contest participants’ lifestyle had a significant effect on the brand attitude, but it was shown that the self-display, exercise pursuit, and achievement pursuit did not influence the brand attitude. Third, although it was revealed that the obtainment and emotion of the perceived value of the sports brand marathon contest had a significant effect on the brand attitude, but it was shown that the social element did not influence the brand attitude. It is necessary for the sports brands to segment and analyze the participants’ disposition because the purposes of each participant can be different because the sports brand marathon contest is not the formal marathon contest, and they need to concretely apprehend what participants pursue in the sports brand marathon contest.