City Branding : The effects of hosting sporting events: An empirical study of Singapore

Abstract: There is a growing amount of literature that investigates the various strategies and effects of city branding, but only a limited amount of research has been carried out pertaining to how sporting events can be used as a tool for city branding in a real world setting. By conducting an empirical study of Singapore, this study aims to contribute to the ongoing discussion on city branding by identifying how evaluations of a city differ for certain dimensions of its overall brand when it hosts different sporting events and when there is a perceived match between different sporting events and a city. An important theoretical framework used in this study is the match-up theory. Dimensions used as the measurements of perception are chosen from the six dimensions used in the Anholt-GfK Roper City Brands Index. Using a quantitative approach, the authors surveyed 200 students studying in South Korea, Thailand and Sweden to gather their perceptions of 4 dimensions of the city (short-term and long-term Pulse scores, pleasant travel and physical attractiveness Place scores), 2 dimensions (Pulse and Place scores) of 3 sporting events it hosts, and the level of perceived match between these sporting events and the city. The sporting events measured are high-profile events with international interest namely the AVIVA Open Singapore, the Singapore Grand Prix and the Volvo Ocean Race. Pearson Bivariate Correlation, test of equality of means, and multiple linear regression analyses were performed. The results of the equality test of means between match and non-match groups are sensational as 10 of 12 models report significant differences in means at either 1% or 5% levels. Nevertheless, the results of the comprehensive multiple regressions are mixed. The perceived Pulse score for a sporting event has a positive and significant impact on the two perceived Pulse scores for Singapore in 4 of 6 models. Similarly, the perceived Place score for a sporting event has a positive and significant impact on the two perceived Place scores for Singapore in 5 of 6 models. The perceived match between a sporting event and a city positively affects the perceived long-term Pulse score for Singapore in 1 of 3 models and the two perceived Place scores for Singapore in 3 of 6 models at less than a 10% level of significance; it has no significant effect on the perceived short-term Pulse score and perceived pleasant travel Place score for Singapore. Thus, partial support to the match-up theory is found.