CAUSE MARKETING AND CORPORATE IMAGE OF TELECOMMUNICATION COMPANIES IN RIVERS STATE

Abstract The study investigated the relationship between cause marketing and corporate image of telecommunication companies in Rivers State. A cross-sectional survey design was adopted in accessing the study’s subjects. Population of this study was limited to total active voice subscription in Rivers State, which according to National Bureau of Statistics, the total active voice subscription is 7,674,338. Spearman’s Rank Correlation Coefficient and Partial Correlation Coefficient were used in testing the 4 proposed hypotheses. Findings indicated that there is a significant relationship between the dimensions of cause marketing (advocacy marketing and philanthropic sponsorship) and the measures of corporate image (referral and stakeholders’ trust). It was therefore concluded that the dimensions of cause marketing (advocacy marketing and philanthropic sponsorship) contribute significantly towards achieving corporate image (corporate reputation and stakeholders’ trust) of telecommunication companies in Rivers State. Thus, the study recommended that management of telecommunication companies should engage in programme that promote social values and have some element of social justice, as these actions would improve their public image. Additionally, strategists of telecommunication companies are encouraged to invest in sponsorship marketing in the area of social causes that improve the well-being of the society. These programmes are capable of enhancing stakeholder loyalty; particularly customers. Keywords: Advocacy Marketing, Philanthropic Sponsorship, Corporate Reputation, Stakeholder Trust.