العلاقة بين رعاية الأحداث الرياضية والوعي بالعلامة التجارية للشرکات الراعية لفرق الدوري المصري الممتاز

نوع المستند : المقالة الأصلية

المؤلفون

کلية التجارة - جامعة المنصورة

المستخلص

الملخص
        تهدف هذه الدراسة إلى تحديد العلاقة بين رعاية الأحداث الرياضية والوعي بالعلامة التجارية للشرکات الراعية لفرق الدوري المصري الممتاز، وتم الاعتماد في تجميع البيانات الاولية على قائمة الاستقصاء يدوية، وبلغ حجم العينة 448 مفرده. ولتحليل البيانات تم تطبيق أسلوب تحليل المسار باستخدام برنامج WarpPLS V.7.
     وتمثلت أهم نتائج الدراسة في وجود ارتباط معنوي بين جميع أبعاد رعاية الأحداث الرياضية والوعي بالعلامة التجارية، کما توصلت الدراسة إلى وجود علاقة ذات دلالة إحصائية بين أبعاد رعاية الأحداث الرياضية والوعي بالعلامة التجارية.
Abstract
    This study aims to determine the relationship between sponsoring sporting events and the brand value of the companies sponsoring the Egyptian Premier League teams. The primary data collection was based on a manual survey list, and the sample size reached 448 individuals. To analyze the data, a path analysis method was applied using WarpPLS v.7 software.
      The most important results of the study were the presence of a significant correlation between all dimensions of sporting event sponsorship and brand value. The study also found a statistically significant relationship between the dimensions of sports event sponsorship and brand value

الموضوعات الرئيسية


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