African Journal of
Marketing Management

  • Abbreviation: Afr. J. Mark. Manage.
  • Language: English
  • ISSN: 2141-2421
  • DOI: 10.5897/AJMM
  • Start Year: 2009
  • Published Articles: 153

Full Length Research Paper

The effect of sponsorship on marketing communication performance: A case study of Airtel Ghana

George K. Amoako1*, Kwasi Dartey-Baah2 , Robert K. Dzogbenuku1 and Samuel Kwesie Junior1
  1Central Business School, Central University College, Accra, Ghana. 2University of Ghana  Business School Accra, Ghana.
Email: [email protected]

  •  Accepted: 09 January 2012
  •  Published: 28 February 2012

Abstract

 

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.

 

Key words: Sponsorship, Ghana, brand image, goodwill and marketing communication performance.