IMPACT OF MEGA SPORT EVENTS ON THE HOST COUNTRY'S BRAND PERSONALITY: THE MODERATION OF EVENT INVOLVEMENT AND BRAND FAMILIARITY.

With the 2018 PyeongChang Winter Olympics, and through the lens of brand personality, this study (1) investigates if Korea's brand personality perceived by Chinese audiences changed over the event, (2) examines the moderation of event involvement and brand familiarity on the change, and (3) identifies which attributes of brand personality are predictors of behavioral intentions. Based on two-wave surveys and MANOVA, the main effects of time (pre- versus post-event) and the interactions of time x event involvement and time x brand familiarity on Korea's overall and six attributes (i.e., Sincere, Exciting, Competent, Sophisticated, Outdoorsy, Unique) of brand personality were assessed. The effect of brand personality attributes on visit and purchase intentions were tested with SEM. Significant changes of Korea's brand personality were reported over the event. Event involvement and brand familiarity moderated the changes. Brand personality positively influenced visit and purchase intentions; the influential brand personality attributes varied by intention-types. [ABSTRACT FROM AUTHOR]