Proceedings of the International Conference on Promotion of Information Technology (ICPIT 2016)

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

Authors
Bin Gui, Zhanji Gui
Corresponding Author
Bin Gui
Available Online August 2016.
DOI
https://doi.org/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.
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This is an open access article distributed under the CC BY-NC license.

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Proceedings
International Conference on Promotion of Information Technology (ICPIT 2016)
Part of series
Advances in Computer Science Research
Publication Date
August 2016
ISBN
978-94-6252-219-0
ISSN
2352-538X
DOI
https://doi.org/10.2991/icpit-16.2016.6How to use a DOI?
Open Access
This is an open access article distributed under the CC BY-NC license.

Cite this article

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  - 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  - https://doi.org/10.2991/icpit-16.2016.6
ID  - Gui2016/08
ER  -