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

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Listed:
  • Ngozi Bibian Okeibunor
  • Nnanyelugo Okoro
  • Udeh Kenneth
  • Ugwuoke C. Joel
  • Oberiri Destiny Apuke
  • Gever Verlumun Celestine

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reputation (character image), how successful (successful image) the insurance companies are as well as how secretive (withdrawn image), or otherwise of the insurance companies studied.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

Suggested Citation

  • Ngozi Bibian Okeibunor & Nnanyelugo Okoro & Udeh Kenneth & Ugwuoke C. Joel & Oberiri Destiny Apuke & Gever Verlumun Celestine, 2022. "Modeling the Effect of Corporate Sponsorship on the Organizational Image of Selected Insurance Companies in Edo State, Nigeria," SAGE Open, , vol. 12(4), pages 21582440221, November.
    • Handle: RePEc:sae:sagope:v:12:y:2022:i:4:p:21582440221132733
    DOI: 10.1177/21582440221132733
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    References listed on IDEAS

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    1. Elham Tomalieh, 2016. "The Impact of Events Sponsorship on Attendee’s Purchase Intention: The Mediating Role of Brand Image," International Journal of Business and Management, Canadian Center of Science and Education, vol. 11(8), pages 162-162, July.
    2. Joseph F. Hair & G. Tomas M. Hult & Christian M. Ringle & Marko Sarstedt & Kai Oliver Thiele, 2017. "Mirror, mirror on the wall: a comparative evaluation of composite-based structural equation modeling methods," Journal of the Academy of Marketing Science, Springer, vol. 45(5), pages 616-632, September.
    3. Joseph F. Hair & Christian M. Ringle & Siegfried P. Gudergan & Andreas Fischer & Christian Nitzl & Con Menictas, 2019. "Partial least squares structural equation modeling-based discrete choice modeling: an illustration in modeling retailer choice," Business Research, Springer;German Academic Association for Business Research, vol. 12(1), pages 115-142, April.
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