The Impact of Event Sponsorship on Brand Awareness in Jos South Local Government Area, Plateau State
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- 1-5 Chapters
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- Table of Content: Available
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- NGN 5000
Chapter One: Introduction
1.1 Background of the Study
Event sponsorship has emerged as a powerful marketing strategy in today’s competitive business environment. Companies and organizations increasingly leverage event sponsorship to enhance brand visibility, connect with target audiences, and foster goodwill within communities. In Jos South Local Government Area (LGA), Plateau State, event sponsorship plays a significant role in promoting both corporate and community events, from cultural festivals to sports tournaments. Sponsorship offers brands the opportunity to align themselves with events that resonate with their target audience, creating a positive association that drives brand recall and loyalty. According to recent studies (Adeyemi & Eze, 2024), event sponsorship has proven to be a cost-effective means of increasing brand awareness, particularly in local communities where traditional advertising may have limited reach. However, while sponsorship creates visibility, its effectiveness in fostering lasting brand awareness in Jos South LGA requires further exploration.
1.2 Statement of the Problem
Despite the growing use of event sponsorship as a branding tool, many organizations in Jos South LGA face challenges in measuring its impact on brand awareness. Questions remain about the extent to which sponsorship activities translate into consumer engagement and loyalty. Additionally, the lack of strategic alignment between sponsored events and brand objectives often diminishes the effectiveness of sponsorship campaigns. This study aims to assess the impact of event sponsorship on brand awareness in Jos South LGA, focusing on its influence on consumer perceptions and brand recall.
1.3 Objectives of the Study
- To examine the role of event sponsorship in enhancing brand awareness in Jos South LGA.
- To assess the relationship between event sponsorship and consumer perception of brands.
- To identify challenges faced by organizations in leveraging sponsorship for brand awareness.
1.4 Research Questions
- How does event sponsorship contribute to brand awareness in Jos South LGA?
- What is the relationship between event sponsorship and consumer perception of brands?
- What challenges do organizations face in implementing effective sponsorship strategies?
1.5 Research Hypothesis
- Event sponsorship significantly enhances brand awareness in Jos South LGA.
- There is a positive relationship between event sponsorship and consumer perception of brands.
- Effective sponsorship strategies are hindered by specific challenges in Jos South LGA.
1.6 Significance of the Study
This study contributes to the understanding of how event sponsorship influences brand awareness in a local context. It provides actionable insights for businesses seeking to optimize their sponsorship strategies and for event organizers aiming to attract sponsors. Additionally, it offers a framework for evaluating the effectiveness of sponsorship campaigns in fostering brand loyalty.
1.7 Scope and Limitations of the Study
The study focuses on event sponsorship activities and their impact on brand awareness within Jos South LGA, Plateau State.
1.8 Operational Definition of Terms
- Event Sponsorship: Financial or material support provided by a brand to an event to achieve marketing objectives.
- Brand Awareness: The extent to which consumers recognize and recall a brand.
- Consumer Perception: How consumers view and interpret a brand based on its sponsorship activities.
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