Countermeasures and Analysis for Promote the Brand Equity for an Enterprises to Sponsor the 2012 UEFA European Championship
- 10.2991/icpit-16.2016.6How to use a DOI?
- sports sponsorship, brand equity, statistics, consumers
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.
- © 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/).
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 - 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 -