Sports sponsorship as a communication tool used in corporate reputation management: A case study of Kenya Commercial Bank

Abstract

This study aimed at determining the image stakeholders have towards KCB as a sports sponsor. Corporate image is defined by the constructs of good feeling, trust, admiration and respect, as informed by Fombrun and Gardberg’s RepTrakTM Pulse tool. A case study design was used in order to gain in-depth information about KCB. This study was premised on Stakeholder Theory as it focuses on the impact of a company’s activities on stakeholders, whereby these activities may result in a positive or a negative view of the company. Purposive sampling was used to select participants. This study was conducted in Nairobi County, and participants in this study were external stakeholders of KCB. Respondents included 10 players from KCB Rugby Football Club, 10 supporters (fans), 10 KCB agents and 15 KCB clients. A quantitative method of collecting data was used. Data was generated using a Likert-type scale questionnaire informed by RepTrakTM Pulse. Findings from this study revealed that KCB’s reputational capital is enhanced because it sponsored sports. Most of the respondents took a neutral stance on the statements informing the constructs of good feeling, trust, admiration, and respect. A small percentage of the respondents expressed disagreement with the statements, while a considerable percentage were positive and agreed with the statements. KCB’s corporate image is favourable as stakeholders have a good feeling towards it, trust and admire and respect it on account of sponsoring sports.