The sponsorhip of jazz musical concerts by corporate organizations in Ghana: A case of Stanbic Bank Ghana
Date
2017-04
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Abstract
Sponsorship of musical concerts by corporate organisations has over the years
become a common practise used to communicate to a specific target group.
This approach has helped corporate organisations present themselves to more
clients and improve the perception held of the brand. Ghana has over the years
experienced this practise of sponsoring musical concerts growing among its
organisations. One of such sponsorships that sparked an interest was Stanbic
Bank’s sponsorship of Jazz Musical concerts. The aim of this study is to
understand why corporate organisations in the country are sponsoring Jazz
musical concerts, further to find out what motivates the attendees of such
concerts to do so. The data for the study was obtained through in-depth
interviews and questionnaires.
The results from the study revealed that the major reason for sponsoring jazz
musical concerts was because jazz was is attractive avenue which appeals and
attracts the elite in the society. As such, sponsoring such events helps the
organisations to improve their image and build a perception of the barnd
among the elite. Also, people are motivated to attend jazz musical concerts
because they enjoy jazz music and the relaxed atmosphere that accompanies
the music. Recommendations for the study include an increase in the
advertisement of jazz concerts or bars through newspapers, magazines, and
social media.
Description
Thesis submitted to the Department of Business Administration, Ashesi University College, in partial fulfillment of Bachelor of Science degree in Business Administration, April 2017
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Keywords
Ghana, concerts, Stanbic Bank Ghana, sponsorship, jazz, music