The Effect of Sponsorship on Brand Equity (The Case of Habesha Beer)
| dc.contributor.advisor | Belayneh, Temesgen (PhD) | |
| dc.contributor.author | Balkew, Rahel | |
| dc.date.accessioned | 2021-01-05T06:45:12Z | |
| dc.date.accessioned | 2023-11-04T14:08:46Z | |
| dc.date.available | 2021-01-05T06:45:12Z | |
| dc.date.available | 2023-11-04T14:08:46Z | |
| dc.date.issued | 2020-06 | |
| dc.description.abstract | This study was conducted to examine the effect of sponsorship on brand equity by taking the case of Habesha Beer. The research consisted of four independent research variables (perceived fit, perceived sincerity of the sponsor, attitude towards the sponsor and team achievement) to measure the effect of sponsorship on the overall brand equity of Habesha Beer. Thus, the dependent variable was overall brand equity. The study used convenience sampling technique to select the participants of the study. The Primary data was collected from attendees of football game specifically from fans of Ethiopian coffee football club whose club have been sponsoring by Habesha Beer. A total of 403 questionnaires were distributed through Facebook and 376 were returned and used for further analysis. The data analysis was conducted through descriptive statistics by using SPSS version 20. Then the data has been analyzed by using explanatory method. The study found out that all of the independent variables (perceived fit between the sponsor and the sponsored team, perceived sincerity of the sponsor, attitude towards the sponsor and team achievement) had positive and significant effect on the overall brand equity of Habesha Beer | en_US |
| dc.identifier.uri | http://etd.aau.edu.et/handle/123456789/24562 | |
| dc.language.iso | en_US | en_US |
| dc.publisher | Addis Ababa University | en_US |
| dc.subject | Sponsorship | en_US |
| dc.subject | Overall Brand Equity | en_US |
| dc.subject | Overall Brand Equity | en_US |
| dc.title | The Effect of Sponsorship on Brand Equity (The Case of Habesha Beer) | en_US |
| dc.type | Thesis | en_US |