Brand Leverage Strategy throughout Sport Championship and Amusement: The Case of Banyuwangi Festival 2013

被引：4

作者：

Sudaryanto, Sudaryanto ^{[1
]}

机构：

[1] Univ Jember, Fac Econ, Dept Management, Jember 68121, Indonesia

来源：

2ND GLOBAL CONFERENCE ON BUSINESS AND SOCIAL SCIENCES (GCBSS-2015) ON MULTIDISCIPLINARY PERSPECTIVES ON MANAGEMENT AND SOCIETY | 2015年 / 211卷

关键词：

brand leverage; brand extension; event marketing; purposive sampling; logistic regression; Banyuwangi festival;

D O I：

10.1016/j.sbspro.2015.11.156

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

The study aims to investigate the factors influence of brand leverage of city of Banyuwangi throughout Banyuwangi Festival in 2013. Little study on how to leverage the city brand except corporate brand is the phenomena behind this research. It means that the brand extension based upon parent brand has potentially leverage the value of product or service as well as the city. Purposive sampling was used to collect the information with number of sample of 100 respondents. Using binomial Logistic regression, the result shows that Cultural performances (Festival Kuwung) and Sport Event (Tour de Ijen) likely to improve the brand leverage at 5% alpha level. (C) 2015 The Authors. Published by Elsevier Ltd.

引用

页码：1171 / 1178

页数：8

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