Participant based brand image perceptions of international sport events: The case of the Universiade
ABSTRACT The purpose of this study was to identify dimensions of brand image of an international sport event. Athletes and official team delegates participating in the 2009 Summer Universiade held in Belgrade, Serbia, were interviewed. Data analysis revealed five core event image dimensions: competition, emotional, social, cultural, and organizational. These themes related to past research but showed a more balanced interplay between the competition and socio cultural images of the event. Implications for event and tourism marketing include the communication of certain imageries to key consumer groups as well as the provision of experiences that reinforce or alter event imagery.