Modeling the Effect of Corporate Sponsorship on the Organizational Image of Selected Insurance Companies in Edo State, Nigeria

Author:

Okeibunor Ngozi Bibian1ORCID,Okoro Nnanyelugo2,Kenneth Udeh3,Joel Ugwuoke C.2,Apuke Oberiri Destiny4ORCID,Celestine Gever Verlumun2ORCID

Affiliation:

1. Benson Idahosa University, Benin City, Nigeria

2. University of Nigeria, Nsukka, Nigeria

3. Mountain Top University, Ibafo, Nigeria

4. Taraba State University, Jalingo, Nigeria

Abstract

This study current study examines the influence of corporate sponsorship on the organizational image of selected insurance companies in Edo State, Nigeria. The study was guided by six hypotheses. The survey research design was used for the study. A sample of 385 respondents was selected through a multi-stage sampling technique. The result of the study showed that corporate sponsorship programs of the selected insurance companies influence public perception of the image of insurance companies in the area of how flexible (dynamic image), friendliness (cooperative image), as well as how organized (business-wise image) the insurance companies are. The result of this study also showed that corporate sponsorship programs influence public perception of the reputation (character image), how successful (successful image) the insurance companies are as well as how secretive (withdrawn image), or otherwise of the insurance companies studied. Based on these results, the researcher recommends, among others, that insurance companies should improve on their communication approaches to ensure that there is a high level of awareness regarding their corporate sponsorship programs.

Publisher

SAGE Publications

Subject

General Social Sciences,General Arts and Humanities

Reference35 articles.

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2. An Assessment of the Relationship between Sponsorship and Consumer Patronage of GSM Service Providers in Kano Metropolis

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