Countermeasures and Analysis for Promote the Brand Equity for an Enterprises to Sponsor the 2012 UEFA European Championship

DOI

10.2991/icpit-16.2016.6How to use a DOI?

Keywords

sports sponsorship, brand equity, statistics, consumers

Abstract

The research design used was both qualitative and quantitative. The sample size determined was 450; these included undergraduates, graduates, and newly employed personnel who had a brand sense. Simple random technique was used in the administering of the questionnaire. Descriptive and inferential statistics were applied in analysing the data to help in finding out the effect of sports sponsorship on a company's brand equity. The expected outcome from the study included identifying the effects that sports sponsorship has on brand equity.

Copyright

© 2016, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Bin Gui
AU  - Zhanji Gui
PY  - 2016/08
DA  - 2016/08
TI  - Countermeasures and Analysis for Promote the Brand Equity for an Enterprises to Sponsor the 2012 UEFA European Championship
BT  - Proceedings of the International Conference on Promotion of Information Technology (ICPIT 2016)
PB  - Atlantis Press
SP  - 25
EP  - 29
SN  - 2352-538X
UR  - https://doi.org/10.2991/icpit-16.2016.6
DO  - 10.2991/icpit-16.2016.6
ID  - Gui2016/08
ER  -