The influence of sports marketing communication on brand equity
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Abstract
The objective of this research is to study the influence of sports marketing communications on brand equity. The population of the study were the participants in sports activities in the central region of Thailand. The data were collected by using 400 questionnaires. Data analysis was done by regression analysis. The factors of sports marketing communication affect perceived brand equity. 4 of 6 sports marketing communication factors are statistically significant at the level of 0.05, namely, exclusive event marketing factor, advertising factor, public relations factor and direct marketing factor.
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