The Impact of Sponsorship Activities on Consumer Based Brand Equity Behaviours: Evidence from the Mobile Telecommunication Industry in Ghana

Abstract

This study examined the impact of sponsorship on consumer behaviour in the Ghanaian telecommunication sector for which a conceptual frame work was developed. The research was conducted using self-administered questionnaire as the main method of data collection tool. A total of four hundred and twenty (420) questionnaire on the purpose of this study were sent to customer of all the telecom companies in Ghana specifically Accra. Out of this, a total of four hundred and eighteen (418) valid questionnaires were obtained from respondents within a span of two months. The findings of the study revealed that out of the four (4) consumer based brand equity behaviour understudied, brand awareness is the foremost effect of sponsorship activities on mobile telecommunication subscribers. Brand image was also found to be positively and significantly related to sponsorship activities. Additionally, the study also affirms the assertion that sponsorship activities carried out by firms result in high patronage of products and services offered by these firms. Finally, brand loyalty was also found to be positively and significantly related to sponsorship activities. Furthermore, for sponsorship to effectively have an impact on consumers’ behaviour, it should not be used in isolation but as an integrated approach with other marketing communications tools such as public relations, exhibitions and trade shows, advertising, direct marketing and sales promotions. Moreover, marketing practitioners are keen to use the effects of sponsorship on consumer behaviour to influence management and board of director’s decisions on increase investment for sponsorship activities. Nevertheless, the subjected has been limited to comprehensive studies in and outside Ghana, it is interesting and deemed to be appropriate to further investigate the topic and address the knowledge gap.

Keywords – Sponsorship, Consumer bahaviour, Consumer based brand equity, Brand awareness, Brand image, Purchase intention/Brand usage and Brand loyalty.