CORPORATE SPONSOSHIP PROMOTION ISSUES AND PRACTICE IN INDUSTRIES: (A COMPARATIVE STUDY OF THE BREWERY AND COMMUNICATION INDUSTRIES IN NIGERIA)
TABLE OF CONTENTS
TITLE PAGE
DECLARATION
CERTIFICATION
DEDICATION
ACKNOWLEDGEMENT
TABLE OF CONTENTS
LIST OF TABLE AND FIGURES
ABSTRACT
CHAPTER ONE: INTRODUCTION
1.1 Background of Study
1.2 Statement of Problem
1.3 Purpose of the Study
1.4 Research Hypothesis
1.5 Significance of the Study
1.6 Limitation of the Study
1.7 Theoretical Framework
1.8 Operational Definition
1.9 Organisation of the Study
Reference
Adile’s M.Sc Public Relations Thesis 7
CHAPTER TWO: LITERATURE REVIEW
2.1 Conceptual Framework
2.1.1. Conceptualization – Corporate Sponsorship Promotion Practice
2.1.2. Conceptualization – Corporate Sponsorship Promotion Issues
2.1.3. Empirical Situation
2.1.4. Benefit/Drawback
2.2 Theoretical Framework
Reference
CHAPTER THREE: RESEARCH METHODOLOGY
3.1 Scope or the Study
3.2 Selection of Data
3.3 Instrument for Collection of Data
3.4 Technique of Data Analysis & Presentation
3.5 Operational Measures of Variable
3.6 Limitation of Methodology
Reference
CHAPTER FOUR: DATA PRESENTATION AND ANALYSIS
4.1 Presentation of Data
4.2 Data Analysis
Reference
Adile’s M.Sc Public Relations Thesis 8
Table showing Five Year profit of Nigerian Breweries Plc
Table showing Corporate Sponsorship Promotion expenses of Guinness Nigeria Plc
Table Showing Five Years Profit Of Nigerian Breweries Plc
Table Showing Corporate Sponsorship Promotion Expenses Of MTN Nigeria Ltd
Table Showing Three Year Profit of MTN Nigeria Ltd
Table Showing Corporate Sponsorship Promotion Expenses Of Glo Network Nigeria
Table Showing Three Year Profit of Glo Network Nigeria
Table Showing Corporate Sponsorship Promotion Expenses Of Starcomms Telecommunications Ltd
Table Showing Corporate Sponsorship Promotion expenses of Nigerian Breweries Plc for a Five-Year period
LIST OF TABLES AND FIGURES
TABLE 4.1:
TABLE 4.1.1:
TABLE 4.2:
TABLE 4.2.1
TABLE 4.3:
TABLE 4.3.1:
TABLE 4.4:
TABLE 4.4.1:
TABLE 4.5:
TABLE 4.5.1: Table Showing Three Year Profit of Starcomms Telecommunications Ltd
TABLE 4.6: Table Showing Total Number of Questionnaires Administered and Retrieved
TABLE 4.7: Table Showing How Often Respondents use Products other Firms under Study.
TABLE 4.8: Responses on If Corporate Sponsorship Promotion Influences Respondents’ Purchase Of The Films’ Products
TABLE 4.8: Responses on the Extent to Which Corporate Sponsorship Promotion Influences Respondents’ Purchase Of the Firms Products
TABLE 4.10: Table Showing the Corporate Sponsorship Promotion Expenses of the Firms Their and Profits Divided By 100,000,000
Adile’s M.Sc Public Relations Thesis 9
TABLE 4.11:
Table Showing Corporate Sponsorship
Promotion and Corporate Success And Survival
TABLE 4.12:
Table Showing Corporate Sponsorship
Promotion and Corporate Success and Survival
TABLE 4.13:
Responses on the Extent to Which Corporate Sponsorship Promotion Influences Respondents’ Purchase Of the Firms’ Products
TABLE 4.14:
Table Showing the Responses to the Extent to Which Corporate Sponsorship Promotion Influences Respondents’ Purchase of the Firms’ Products with Their Respective Expected Frequencies
TABLE 4.15:
Chi-Square Corporate
Table Showing the Relationship Sponsorship Promotion and
between Customer
Satisfaction
Adile’s M.Sc Public Relations Thesis 10
ABSTRACT
Corporate sponsorship promotion needs to be understood as a legitimized Marketing Communication strategy for creating higher value for the customers or publics of an organization. This study shows that corporate sponsorship promotion is customers or public centered, and that effective applications can lead to increase awareness, attract patronage, and rising profile of organizations products and services. Drawing from the findings of a mixed-methods-multiple case study, this thesis explores – ‘Corporate Sponsorship Promotion Issues and Practice in Industries. Focusing on two major industries – brewery and communication; this study evaluates the impact of Corporate Sponsorship Promotion on the sustainable growth and development of these industries within the Nigeria economic sector. The increasing demands for corporations to be socially responsible further make the concepts viable strategies for establishing a more profitable future close to the public. The study recommends application of the concept by organizations to encourage sustainable social development for profit, as this will bring organisation nearer to the public and help cultivate competitiveness in the future.
