An Evaluation of Sponsorship Marketing and Its Impact on Brand Image: A Case Study of Coca-Cola Nigeria in Yobe State
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Background of the Study
Sponsorship marketing is a widely used promotional strategy in which organizations associate their brand with events, activities, or causes to increase visibility and improve brand perception. By sponsoring events, companies aim to foster positive emotional connections with their target audience and enhance their brand image (Kotler & Keller, 2023). Globally, companies like Coca-Cola have successfully leveraged sponsorship marketing to maintain their leadership position in competitive markets.
In Nigeria, Coca-Cola has a long-standing tradition of sponsoring cultural, sporting, and community events to promote its brand. In Yobe State, a region with unique socio-cultural dynamics, Coca-Cola’s sponsorship marketing initiatives have been pivotal in driving brand recognition and goodwill (Ogunyemi & Musa, 2024).
This study examines the impact of Coca-Cola Nigeria’s sponsorship marketing on its brand image in Yobe State.
Statement of the Problem
Despite the popularity of sponsorship marketing, its effectiveness in enhancing brand image often depends on the relevance of the sponsored event to the target audience, alignment with brand values, and the visibility of the sponsorship. In Yobe State, Coca-Cola faces challenges such as limited access to sponsorship opportunities and the perception of sponsorship as an elitist activity (Adamu & Hassan, 2023).
This study evaluates the effectiveness of Coca-Cola’s sponsorship marketing strategies in Yobe State, identifying gaps and proposing solutions to improve brand image.
Objectives of the Study
- To assess the impact of sponsorship marketing on Coca-Cola’s brand image in Yobe State.
- To identify challenges affecting the effectiveness of sponsorship marketing at Coca-Cola.
- To propose strategies for optimizing sponsorship marketing practices to enhance brand image.
Research Questions
- How does sponsorship marketing impact Coca-Cola’s brand image in Yobe State?
- What challenges affect the effectiveness of sponsorship marketing at Coca-Cola?
- What strategies can enhance the effectiveness of sponsorship marketing for Coca-Cola?
Research Hypotheses
- Sponsorship marketing does not significantly impact Coca-Cola’s brand image in Yobe State.
- The relevance of sponsored events significantly influences their impact on brand image.
- Consumer awareness does not significantly mediate the relationship between sponsorship marketing and brand image.
Scope and Limitations of the Study
This study focuses on Coca-Cola Nigeria’s sponsorship marketing initiatives in Yobe State, evaluating their impact on brand image. Limitations include limited access to sponsorship impact data, cultural differences in brand perception, and external market factors.
Definitions of Terms
- Sponsorship Marketing: A marketing strategy where a company supports an event, activity, or cause in exchange for brand exposure and association.
- Brand Image: The perception of a brand in the minds of consumers, shaped by its marketing activities and interactions.
Event Relevance: The degree to which a sponsored event aligns with the interests and values of the target audience.
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