... the development of event loyalty, among runners of the “‘Alexander the Great’ International Marathon”, and to test if running loyalty moderates the relationship between event quality and event loyalty. Design/methodology/approach In all, 368 runners participated in the study and filled the Sport Event Quality...

... of the brand personality and event involvement models. The analysis confirmed also the structural model. Four of the five personality facets (excitement, competence, ruggedness and sincerity) significantly influenced the three dimensions of event involvement, which in their turn influenced event loyalty...