Impact of sponsoring a football team on brand image of Tolue Company

Ghasemi, Amirhossein (2015) Impact of sponsoring a football team on brand image of Tolue Company. Masters thesis, Multimedia University.

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Official URL: http://library.mmu.edu.my/diglib/onlinedb/dig_lib....

Abstract

Success survey of sponsorship is one of the most important of entry into the field of marketing. Many factors influence the sponsoring, which should be studied in order to achieve success. Hence, this research attempts to analyse and recognize these factors. The statistical society of study is the costumers of one of the dealers’ service provider, MTN. Of the population, using the statistical analysis to formulate, a sample containing 160 individuals was selected; in order to avoid losses of sample, 150 questionnaires were distributed and finally, the analysis was done on 100 completed questionnaires. A questionnaire containing 39 questions was used as the tool for data collection. In this study, brand loyalty, brand image, brand awareness and buying intention in sponsorship literature were identified using library studies. After collecting data and running statistical analysis that includes regression and Chisquare test, the results show that during the period of sponsorship, implementation, brand loyalty, brand awareness, brand image and buying intention improved; in addition, brands variable have a positive impact on buying intention, thus increasing sales.

Item Type: Thesis (Masters)
Additional Information: Call No.: HF5415.3 A45 2015
Subjects: H Social Sciences > HF Commerce
H Social Sciences > HF Commerce > HF5001-6182 Business > HF5410-5417.5 Marketing. Distribution of products
Divisions: Faculty of Management (FOM) > MBA Programme
Depositing User: Ms Nurul Iqtiani Ahmad
Date Deposited: 15 May 2015 10:05
Last Modified: 15 May 2015 10:05
URI: http://shdl.mmu.edu.my/id/eprint/6225

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