文章基本信息

标题：The effect of sponsorship on marketing communication performance: A case study of Airtel Ghana
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作者：George K. Amoako ; Kwasi Dartey-Baah ; Robert K. Dzogbenuku 等
期刊名称：African Journal of Marketing Management
电子版ISSN：2141-2421
出版年度：2012
卷号：4
期号：2
页码：65-79
语种：English
出版社：Academic Journals
摘要：The purpose of this study is to have a clear understanding of how sponsorship contributes positively to marketing communications performance. The methodology is based on social survey technique, which examines opinions, behaviors, and perceptions by asking people questions. Questionnaires were used to collect quantitative data to ensure a structured approach. An increase in brand awareness, brand preferences, brand recall, projecting the company’s image and above all goodwill, can lead to increased sales, and consequently increase organizational value, indicating that sponsorship contributes positively to marketing communication performance. Due to the limited resources, future research needs to examine sales as an additional factor to measure the effect of sponsorship on marketing communication performance to give a better view of the effect of sponsorship. For firms, the study indicates that sponsorship contributes positively to marketing communication performance and consequently increase organizational value.
关键词：Sponsorship;Ghana;brand image;goodwill and marketing communication performance