INFLUENCE OF BRANDING AND CONSULTANCY SERVICES ON SPORTS DEVELOPMENT IN NIGERIA
INFLUENCE OF BRANDING AND CONSULTANCY SERVICES ON SPORTS DEVELOPMENT IN NIGERIA
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Date
2015-03
Authors
BITYONG, Yakubu Nkom
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Abstract
ABSTRACT
This dissertation was a perceptional study in which the influence of branding and consultancy
services on sports development in Nigeria was investigated. The indices were; Construction and
management of sporting facilities, Funding and financial management, Performance of coaches,
athletes and sports managers, Sports organizational structure and personnel management and
Hosting of the National Sports Festival. Related literature was reviewed. From a population of
7,441 made up of coaches, athletes and sports managers, 372 respondents were sampled for the
study. A set of questionnaire designed by the researcher, vetted by supervisors and jurors and
tested through a pilot study, was used to solicit the opinion of respondents. The data generated was
analysed using descriptive statistics (one-tailed t-test) to test the major and first six sub-hypotheses
while the Pearson Product Moment was used to test the sub-hypothesis on the correlation between
the influence of branding and consultancy services on the indices of sports development in Nigeria.
Results revealed that branding and consultancy services influence funding and financial
management, performances of coaches, athletes and sports managers as well as selection and
specialization in sports by athletes in Nigeria. However there is no significant influence of
branding and consultancy services on the construction and management of sporting facilities,
organisational structure and personnel management in sports and hosting of the National Sports
Festival in Nigeria. It was recommended that National Policy on Sports should be reviewed in
order to inculcate new methods and strategies towards enhancing sports development initiatives in
the country while branding experts and sports consultants should intensify regular training and
retraining programmes for coaches, athletes and sports managers to update their knowledge and
skills. For further studies, it would be of academic interest to investigate why sports fans in Nigeria
prefer foreign clubs and athletes to their home based counterparts.
Description
A DISSERTATION SUBMITTED TO THE SCHOOL OF POSTGRADUATE STUDIES,
AHMADU BELLO UNIVERSITY, ZARIA
IN PARTIAL FULFILMENT OF THE REQUIREMENTS FOR THE AWARD
OF A
DOCTORAL DEGREE IN SPORTS MANAGEMENT.
DEPARTMENT OF PHYSICAL AND HEALTH EDUCATION,
FACULTY OF EDUCATION
AHMADU BELLO UNIVERSITY, ZARIA NIGERIA
Keywords
INFLUENCE, BRANDING, CONSULTANCY, SPORTS, DEVELOPMENT, NIGERIA