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

Ngozi Bibian Okeibunor, Nnanyelugo Okoro, Udeh Kenneth, Ugwuoke C. Joel, Oberiri Destiny Apuke and Gever Verlumun Celestine

SAGE Open, 2022, vol. 12, issue 4, 21582440221132733

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reputation (character image), how successful (successful image) the insurance companies are as well as how secretive (withdrawn image), or otherwise of the insurance companies studied.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.

Keywords: corporate image; corporate communication; corporate sponsorship; perception; insurance (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
https://journals.sagepub.com/doi/10.1177/21582440221132733 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:sae:sagope:v:12:y:2022:i:4:p:21582440221132733

DOI: 10.1177/21582440221132733

Access Statistics for this article

More articles in SAGE Open
Bibliographic data for series maintained by SAGE Publications ().