Analysis of Brand Building Path for Campus Marathon Races

Abstract Sports, as a discipline in higher education institutions, serves as one of the focal points of university functions. It is essential to explore how to better develop campus sports, enhance students' physical health, foster a campus sports atmosphere, and improve the competitiveness and reputation of the institution. This paper begins with qualitative research from the perspective of human-centered management, drawing upon the theories of dissipative structures and event branding elements, to propose research hypotheses. Subsequently, a quantitative study is conducted, utilizing a questionnaire survey based on the Xiamen Polytechnic University campus marathon event in 2023. The structural equation modeling is employed to conduct empirical analysis and construct the behavioral path for constructing the university marathon event brand. The research findings indicate that event activities are the premise for shaping the campus marathon event brand. Event organization plays a crucial role in brand shaping, while event culture serves as the core element. Event services provide the necessary support for brand building. Based on these findings, this study proposes a four-step path for the host of university events: taking sports activities as the leading force, actively encouraging student participation in sports activities, and creating a sports atmosphere; establishing organizational management departments to ensure the sustainable development of activities; incorporating event culture to deepen the connotation of the event brand; and providing comprehensive event services to enhance the event experience. The research outcomes not only fill the gap in quantitative research in this field but also provide solutions for talent development in higher education institutions, the cultivation of a campus sports atmosphere, and the fostering of marathon branded events.