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n African Journal of Business and Economic Research - Mega-events corporate image & reputation : preliminary insights from Nigeria

Volume 7, Issue 2_3
  • ISSN : 1750-4554
  • E-ISSN: 1750-4562

Abstract

Three mega-events of three Nigerian organizations form the basis of this paper: Star Trek - a musical show sponsored by Nigerian Breweries Plc.; "Who Wants to be a Millionaire" - an audience-participation TV game show created and sponsored by MTN Nigeria Ltd.; and "Glo, Rule Your World", a musical talent hunt show sponsored by Global Communication Limited. Using survey research method, the study sampled 1080 event attendees, audience participants and TV viewers of these three mega-events. Empirical findings show that the crowd pulling effect, fun-fair or entertainment nature and broad-based target audience participation of mega-events if sustained, can leverage on corporate image and reputation. Mega-events' high attendance/participation or viewership profile translates to high corporate image and reputation ratings of organizations associated with the events. These opportunities can be maximized by events sponsors. It was equally revealed that the events that were built around brands possess potentials for building brand equity, higher customer patronage value, brand image, customer retention and satisfaction.

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/content/aa_ajber/7/2_3/EJC128579
2012-01-01
2019-08-20

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