The effect of sport event brand perception on revisit intention: the mediating roles of experiential satisfaction and emotional connection.

BACKGROUND: In the increasingly competitive sport event market, brand perception has emerged as a key factor influencing individuals' behavioral intentions. However, the internal mechanism through which sport event brand perception affects revisit intention remains insufficiently understood, particularly with regard to the roles of experiential satisfaction and emotional connection. METHODS: This study examined how sport event brand perception influences individuals' revisit intention through experiential satisfaction and emotional connection. Individuals involved in the Beijing Marathon event were recruited for a questionnaire survey, and 528 valid responses were obtained. The data were analyzed using SPSS and AMOS. Reliability and validity were assessed, and structural equation modeling was employed to test the hypothesized relationships and mediation effects. RESULTS: Sport event brand perception had significant positive effects on experiential satisfaction, emotional connection, and revisit intention. Experiential satisfaction fully mediated the relationship between brand perception and revisit intention. In contrast, the mediating effect of emotional connection was not statistically significant. CONCLUSION: This study identifies the differentiated mechanisms through which sport event brand perception influences individuals' revisit intention, highlighting the dominant role of experiential satisfaction over emotional connection in the Beijing Marathon context. The findings provide practical implications for sport event organizers seeking to enhance individuals' intention to revisit the event by strengthening brand perception and systematically optimizing event experiences.