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An assessment of the relationship between sponsorship and consumer patronage of GSM service providers in Kano metropolis

This study attempts to explore the relationship between event sponsorship and consumer patronage of GSM service providers. A survey questionnaire was used to gather data from 395 consumers of GSM services in Kano metropolis, Nigeria. Pearson’s Product-Moment Correlation Coefficient test was conducte...

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Main Authors: Adeiza, Adams, Adepoju, Bamidele A.
Format: Non-Indexed Article
Published: Faculty of Entrepreneurship and Business, Universiti Malaysia Kelantan 2017
Online Access:http://discol.umk.edu.my/id/eprint/8474/
http://fkp.umk.edu.my/JEB/download/9-v5i1.002.pdf
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id my.umk.eprints.8474
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spelling my.umk.eprints.84742022-05-23T10:27:41Z http://discol.umk.edu.my/id/eprint/8474/ An assessment of the relationship between sponsorship and consumer patronage of GSM service providers in Kano metropolis Adeiza, Adams Adepoju, Bamidele A. This study attempts to explore the relationship between event sponsorship and consumer patronage of GSM service providers. A survey questionnaire was used to gather data from 395 consumers of GSM services in Kano metropolis, Nigeria. Pearson’s Product-Moment Correlation Coefficient test was conducted. Weighted average was also used to analyze the relative influence of each element of sponsorship on consumer patronage. Contrary to priori expectation, it was found that sponsorship engagements by GSM service providers has no significant relationship with consumer patronage of their services. On the basis of this finding, measures needed to improve return on investment in sponsorship are recommended. Faculty of Entrepreneurship and Business, Universiti Malaysia Kelantan 2017-06 Non-Indexed Article NonPeerReviewed Adeiza, Adams and Adepoju, Bamidele A. (2017) An assessment of the relationship between sponsorship and consumer patronage of GSM service providers in Kano metropolis. Journal of Entrepreneurship and Business, 5 (1). pp. 12-23. ISSN 2289-8298 http://fkp.umk.edu.my/JEB/download/9-v5i1.002.pdf
institution Universiti Malaysia Kelantan
building Perpustakaan Universiti Malaysia Kelantan
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Malaysia Kelantan
content_source UMK Institutional Repository
url_provider http://umkeprints.umk.edu.my/
description This study attempts to explore the relationship between event sponsorship and consumer patronage of GSM service providers. A survey questionnaire was used to gather data from 395 consumers of GSM services in Kano metropolis, Nigeria. Pearson’s Product-Moment Correlation Coefficient test was conducted. Weighted average was also used to analyze the relative influence of each element of sponsorship on consumer patronage. Contrary to priori expectation, it was found that sponsorship engagements by GSM service providers has no significant relationship with consumer patronage of their services. On the basis of this finding, measures needed to improve return on investment in sponsorship are recommended.
format Non-Indexed Article
author Adeiza, Adams
Adepoju, Bamidele A.
spellingShingle Adeiza, Adams
Adepoju, Bamidele A.
An assessment of the relationship between sponsorship and consumer patronage of GSM service providers in Kano metropolis
author_facet Adeiza, Adams
Adepoju, Bamidele A.
author_sort Adeiza, Adams
title An assessment of the relationship between sponsorship and consumer patronage of GSM service providers in Kano metropolis
title_short An assessment of the relationship between sponsorship and consumer patronage of GSM service providers in Kano metropolis
title_full An assessment of the relationship between sponsorship and consumer patronage of GSM service providers in Kano metropolis
title_fullStr An assessment of the relationship between sponsorship and consumer patronage of GSM service providers in Kano metropolis
title_full_unstemmed An assessment of the relationship between sponsorship and consumer patronage of GSM service providers in Kano metropolis
title_sort assessment of the relationship between sponsorship and consumer patronage of gsm service providers in kano metropolis
publisher Faculty of Entrepreneurship and Business, Universiti Malaysia Kelantan
publishDate 2017
url http://discol.umk.edu.my/id/eprint/8474/
http://fkp.umk.edu.my/JEB/download/9-v5i1.002.pdf
_version_ 1763303989346041856
score 13.149126

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