Understanding and enhancing women’s loyalty in running events: a segmentation analysis based on brand perception

Purpose This study examines factors that influence female runners’ commitment to running event brands, given the persistent disparity in participation rates between men and women in running events. Despite the increasing participation of women in popular races, there remains a gap in understanding the factors that drive their loyalty to these events. This research seeks to address this gap by analyzing female participants through segmentation based on profile data and marketing insights, with the aim of developing specific strategies to improve their loyalty. Design/methodology/approach A quantitative, cross-sectional study was conducted using a validated questionnaire administered to 383 women from two major running events. Hierarchical cluster analysis and K-means clustering were applied to segment participants based on brand-related variables (congruence, commitment, and trust), identifying two distinct groups: “Attached” and “Unattached” female runners. Findings The study identified two distinct groups of female runners, “attached” and “unattached,” based on their brand perceptions in marathon events. Attached runners scored higher on brand variables like congruence, commitment, and trust, and on performance variables such as satisfaction and word-of-mouth (WoM). Unattached runners, while newer to the sport, also valued congruence but had lower overall engagement. The findings suggest the need for tailored marketing strategies to enhance loyalty among both groups, focusing on different aspects like club memberships for attached runners and community-building efforts for unattached runners. Practical implications For attached runners, event organizers should focus on loyalty programs, exclusive race experiences, and brand-driven community initiatives to reinforce engagement. Unattached runners require trust-building efforts, such as beginner-friendly programs, outreach initiatives, and customized entry-level engagement strategies, to encourage long-term participation. These insights are essential for sports marketers, race organizers, and policymakers seeking to enhance female inclusion and retention in endurance events. Originality/value This study is one of the first to apply brand perception segmentation to female runners, providing empirical evidence on the role of congruence, commitment, and trust in loyalty to sporting events. The findings contribute to the sport marketing literature by offering a data-driven approach to segmentation and event participation strategies, ensuring greater inclusion and long-term sustainability in running.