{"id":424724,"date":"2026-08-21T00:37:54","date_gmt":"2026-08-20T16:37:54","guid":{"rendered":"https:\/\/library.usj.edu.mo\/?post_type=tnc_col_19631_item&p=424724"},"modified":"2026-08-24T12:18:04","modified_gmt":"2026-08-24T04:18:04","slug":"the-strategy-christian-chruches-use-in-marketing-and-building-brand-in-macau-a-case-study-of-macau-baptist-church","status":"publish","type":"tnc_col_19631_item","link":"https:\/\/library.usj.edu.mo\/zh\/student-thesis-dissertation\/the-strategy-christian-chruches-use-in-marketing-and-building-brand-in-macau-a-case-study-of-macau-baptist-church\/","title":{"rendered":"THE STRATEGY CHRISTIAN CHRUCHES USE IN MARKETING AND BUILDING BRAND IN MACAU: A CASE STUDY OF MACAU BAPTIST CHURCH"},"content":{"rendered":"

MANY SPORTS EVENTS HAVE BEEN REOPENED SINCE THE RECOVERY FROM THE GLOBAL COVID19 EPIDEMIC. AS COUNTRIES WORK TOWARD THE THIRD SUSTAINABLE DEVELOPMENT GOAL OF GOOD\u00a0 HEALTH AND WELL-BEING, SPORTS EVENTS HAVE RECEIVED INCREASING SUPPORT AND INVESTMENTS.\u00a0 THIS STUDY FOCUSES ON THE XIAMEN MARATHON, WHICH HAD REACHED THE PLATINUM LEVEL OF\u00a0 SUSTAINABLE DEVELOPMENT AND IS A BENCHMARK MARATHON RACE IN CHINA.\u00a0 TO ASSESS THE FACTORS THAT INFLUENCE THE BRAND IMAGE AND BEHAVIOR OF CONSUMERS OF\u00a0 THE XIAMEN MARATHON, THIS DISSERTATION REFERENCES THE CONCEPTUAL MODELS IN PREVIOUS\u00a0 STUDIES AND HYPOTHESIZES THAT EXPERIENCE, BRAND IMAGE, LOYALTY, SATISFACTION, MOTIVATION,\u00a0 ORGANIZATION, QUALITY, AND TRUST ARE THE DIRECT INFLUENCING FACTORS OF BRAND IMAGE AND\u00a0 INDIRECT DETERMINANTS OF WORD OF MOUTH, SPORT, AND BEHAVIORAL INTENTION. THIS STUDY\u00a0 SURVEYED PARTICIPANTS OF THE XIAMEN MARATHON IN 2024 AND COLLECTED DATA FROM A SAMPLE\u00a0 OF 285 PARTICIPANTS. ALL THE RESPONDENTS WERE LOCAL RESIDENTS AND OVER 90% WERE\u00a0 CONTESTANTS. THE LARGEST PROPORTIONS WERE 36-TO-55-YEAR-OLD, MARRIED, HIGHLY EDUCATED,\u00a0 AND EMPLOYED, EARNING MONTHLY INCOME BETWEEN \u00a55000 TO \u00a515000 AND SPENDING OVER\u00a0 \u00a51000 ON MARATHON EQUIPMENT.\u00a0 IBM SPSS AND AMOS WERE USED FOR THE QUANTITATIVE ANALYSIS BASED ON STRUCTURAL\u00a0 EQUATION MODELING TECHNIQUES, INCLUDING RELIABILITY TEST, VALIDITY TEST, AND HYPOTHESIS\u00a0 TESTING. THE QUESTIONNAIRE QUALITY WAS GOOD, THE SCALE DATA WERE SUITABLE FOR FACTOR\u00a0 ANALYSIS, AND THE QUESTIONNAIRE DATA FITTED WELL. HOWEVER, QUALITY AND TRUST WERE\u00a0 EXCLUDED DUE TO LOW SIGNIFICANCE. THE RESULTS SHOW THAT EXPERIENCE, LOYALTY,\u00a0 SATISFACTION, MOTIVATION, AND ORGANIZATION HAVE SIGNIFICANT AND POSITIVE IMPACTS ON\u00a0 BRAND IMAGE, WHICH IN TURN HAS SIGNIFICANT AND POSITIVE IMPACTS WORD OF MOUTH, SPORT,\u00a0 AND BEHAVIORAL INTENTION. THE RESULTS SUPPORT THE EIGHT HYPOTHESES OF DIRECT EFFECTS AND\u00a0 THE 15 HYPOTHESES OF INTERMEDIATE EFFECTS<\/p>","protected":false},"author":2,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","format":"standard","class_list":["post-424724","tnc_col_19631_item","type-tnc_col_19631_item","status-publish","format-standard","hentry","tnc_tax_19912-business-administration","tnc_tax_19818-english","tnc_tax_19716-faculty-of-business-and-law","tnc_tax_19659-master-thesis","tnc_tax_19651-master"],"taxonomy_info":[],"featured_image_src_large":false,"author_info":[],"comment_info":0,"featured_img":false,"coauthors":[],"author_meta":{"author_link":"https:\/\/library.usj.edu.mo\/zh\/author\/emilychan\/","display_name":"emily chan"},"relative_dates":{"created":"Posted 1 \u9031 ago","modified":"Updated 4 \u5929 ago"},"absolute_dates":{"created":"Posted on 21 8 \u6708, 2026","modified":"Updated on 24 8 \u6708, 2026"},"absolute_dates_time":{"created":"Posted on 21 8 \u6708, 2026 12:37 \u4e0a\u5348","modified":"Updated on 24 8 \u6708, 2026 12:18 \u4e0b\u5348"},"featured_img_caption":"","tax_additional":{"tnc_tax_19912":{"linked":["BUSINESS ADMINISTRATION<\/a>"],"unlinked":["BUSINESS ADMINISTRATION<\/span>"],"slug":"tnc_tax_19912","name":"PROGRAMME"},"tnc_tax_19818":{"linked":["ENGLISH<\/a>"],"unlinked":["ENGLISH<\/span>"],"slug":"tnc_tax_19818","name":"LANGUAGE"},"tnc_tax_19765":{"linked":[],"unlinked":[],"slug":"tnc_tax_19765","name":"SUPERVISOR(S)"},"tnc_tax_19716":{"linked":["FACULTY OF BUSINESS AND LAW<\/a>"],"unlinked":["FACULTY OF BUSINESS AND LAW<\/span>"],"slug":"tnc_tax_19716","name":"FACULTY \/ RESEARCH UNIT"},"tnc_tax_19659":{"linked":["THESIS & DISSERTATION<\/a>"],"unlinked":["THESIS & DISSERTATION<\/span>"],"slug":"tnc_tax_19659","name":"Document Type"},"tnc_tax_19651":{"linked":["MASTER<\/a>"],"unlinked":["MASTER<\/span>"],"slug":"tnc_tax_19651","name":"DEGREE LEVEL"}},"series_order":"","_links":{"self":[{"href":"https:\/\/library.usj.edu.mo\/zh\/wp-json\/wp\/v2\/tnc_col_19631_item\/424724","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/library.usj.edu.mo\/zh\/wp-json\/wp\/v2\/tnc_col_19631_item"}],"about":[{"href":"https:\/\/library.usj.edu.mo\/zh\/wp-json\/wp\/v2\/types\/tnc_col_19631_item"}],"replies":[{"embeddable":true,"href":"https:\/\/library.usj.edu.mo\/zh\/wp-json\/wp\/v2\/comments?post=424724"}],"version-history":[{"count":1,"href":"https:\/\/library.usj.edu.mo\/zh\/wp-json\/wp\/v2\/tnc_col_19631_item\/424724\/revisions"}],"predecessor-version":[{"id":432036,"href":"https:\/\/library.usj.edu.mo\/zh\/wp-json\/wp\/v2\/tnc_col_19631_item\/424724\/revisions\/432036"}],"wp:attachment":[{"href":"https:\/\/library.usj.edu.mo\/zh\/wp-json\/wp\/v2\/media?parent=424724"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}