ABSTRACT
Corporate sponsorship promotion needs to be understood as a legitimized
Marketing Communication strategy for creating higher value for the customers or
publics of an organization. This study shows that corporate sponsorship
promotion is customers or public centered, and that effective applications can
lead to increase awareness, attract patronage, and rising profile of organizations
products and services. Drawing from the findings of a mixed-methods-multiple
case study, this thesis explores – ‘Corporate Sponsorship Promotion Issues and
Practice in Industries.
Focusing on two major industries – brewery and
communication; this study evaluates the impact of Corporate Sponsorship
Promotion on the sustainable growth and development of these industries within
the Nigeria economic sector. The increasing demands for corporations to be
socially responsible further make the concepts viable strategies for establishing a
more profitable future close to the public. The study recommends application of
the concept by organizations to encourage sustainable social development for
profit, as this will bring organisation nearer to the public and help cultivate
competitiveness in the future.
