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...
保存先:
| 主要な著者: | , |
|---|---|
| フォーマット: | Non-Indexed Article |
| 出版事項: |
Faculty of Entrepreneurship and Business, Universiti Malaysia Kelantan
2017
|
| オンライン･アクセス: | http://discol.umk.edu.my/id/eprint/8474/ http://fkp.umk.edu.my/JEB/download/9-v5i1.002.pdf |
| タグ: |
タグ追加
タグなし, このレコードへの初めてのタグを付けませんか!
|
| id |
my.umk.eprints.8474 |
|---|---|
| record_format |
eprints |
| 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 |
13.251813 |