TANZANIA INSTITUTE OF ACCOUNTANCY (TIA)

MBEYA CAMPUS

DEPARTMENT OF MANAGEMENT STUDIES

ASSESSING THE IMPACT OF SPONSORSHIP AND EVENT MARKETING ON
BRAND AWARENESS AND CONSUMER ENGAGEMENT IN MANUFACTURING
INDUSTRY.

A CASE OF COCA-COLA MBEYA

PREPARED BY

SEVIA L MWANJALA

MBY/BMPR/22/110051

WILLIAM T. NABOTI

(Supervisor)

A Research Report Submitted in Partial Fulfillment of the Requirements for the Award
of the Bachelor Degree in marketing and public relations at Tanzania Institute of
Accountancy -Mbeya campus

May, 2025
 CERTIFICATION
This is to certify that this research report titled "Assessing the Impact of Sponsorship and
Event Marketing on Brand Awareness and Consumer Engagement in the Manufacturing
Industry: A Case of Coca-Cola Mbeya" was prepared by Sevia L. Mwanjala, under my
supervision, in partial fulfillment of the requirements for the award of the Bachelor Degree in
Marketing and Public Relations at Tanzania Institute of Accountancy, Mbeya Campus.

The work is a result of the student's own investigation, and it is a true representation of their
academic effort. It has been approved by me for submission.

.....................................

William T. Naboti

(Supervisor)

..............................

Date

i
 DECLARATION
I, Sevia L. Mwanjala, hereby declare that this research report titled "Assessing the Impact of
Sponsorship and Event Marketing on Brand Awareness and Consumer Engagement in the
Manufacturing Industry: A Case of Coca-Cola Mbeya" is my original work and has not been
submitted for any academic award to any other institution. All sources of information and
references used in the study have been duly acknowledged.
I further declare that I have adhered to all ethical standards regarding the research process,
including obtaining informed consent from the relevant parties and ensuring the
confidentiality of sensitive information.

......................................

Signature

..............................

Date

ii
 COPYRIGHT
© 2025 Sevia L. Mwanjala
All rights reserved. No part of this research report may be reproduced, stored in a retrieval
system, or transmitted in any form or by any means—electronic, mechanical, photocopying,
recording, or otherwise—without the prior written permission of the author or Tanzania
Institute of Accountancy (TIA), except as permitted by law.

This research report is submitted to Tanzania Institute of Accountancy (TIA) and is made
available for educational purposes only. Any use of this work for commercial purposes is
strictly prohibited unless authorized in writing by the author and TIA.

iii
 ACKNOWLEDGEMENT
First and foremost, I would like to thank the Almighty God for the gift of life, strength, and
good health throughout the period of conducting this research.

I express my sincere gratitude to my supervisor, Mr. William T. Naboti, for his continuous
guidance, constructive feedback, and invaluable support during the entire research process.
His encouragement and professional insights were crucial in the successful completion of this
study.

My appreciation also goes to the entire staff and management of Coca-Cola Mbeya for their
cooperation and for providing the necessary information and support during the data
collection process. Their participation and openness made this research practical and
meaningful.

I would also like to thank the lecturers and staff of Tanzania Institute of Accountancy (TIA),
Mbeya Campus, for the academic foundation and inspiration they provided throughout my
studies.

Lastly, special thanks go to my family and friends for their endless support, encouragement,
and understanding during the research period. Their moral support has been a constant source
of motivation.

To all who contributed to the success of this research in one way or another, I say thank you.

iv
 DEDICATION
This research report is wholeheartedly dedicated to my beloved parents, who have been my
greatest source of inspiration, encouragement, and support throughout my academic journey.

Their unconditional love, sacrifices, and prayers have made it possible for me to reach this
milestone. I also dedicate this work to my friends and colleagues who stood by me with
motivation and support during the challenging moments of this academic endeavor.

May this accomplishment serve as a reflection of the love, strength, and hope they have
always instilled in me.

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 ABSTRACT
This research study focused on assessing the impact of sponsorship and event marketing on
brand awareness and consumer engagement in the manufacturing industry, using Coca-Cola
Mbeya as a case study. In today’s competitive business environment, brands increasingly rely
on non-traditional marketing strategies such as sponsorship and event marketing to capture
attention, increase recognition, and build lasting relationships with consumers. Despite the
widespread use of such strategies, there remains limited empirical evidence on their actual
effectiveness, particularly within the Tanzanian manufacturing sector. This study, therefore,
sought to bridge that gap by investigating how Coca-Cola’s sponsorship and event marketing
initiatives influence its brand performance in Mbeya.
The research was guided by three specific objectives: (i) to examine the extent to which
sponsorship and event marketing initiatives influence brand awareness, (ii) to evaluate the
effect of sponsorship and event marketing activities on consumer engagement with Coca-
Cola products, and (iii) to identify the challenges faced by Coca-Cola in utilizing sponsorship
and event marketing to enhance brand awareness and consumer engagement. A descriptive
research design was employed, and both qualitative and quantitative approaches were used.
Data were collected through questionnaires administered to 80 Coca-Cola consumers and
structured interviews with 20 employees involved in the company’s marketing functions. The
data were analyzed using descriptive statistics and thematic content analysis.
Findings from the study indicated that sponsorship and event marketing positively impact
brand awareness by increasing brand visibility, enhancing recall, and associating Coca-Cola
with positive experiences. Moreover, such initiatives foster consumer engagement by
providing platforms for direct interaction, emotional connection, and experiential marketing.
Nonetheless, several challenges were identified, including limited marketing budgets,
ineffective targeting, and difficulties in measuring return on investment from events and
sponsorships.
The study concludes that sponsorship and event marketing are valuable tools for enhancing
brand awareness and consumer engagement, but their success depends heavily on strategic
alignment, consistency in branding, and post-event evaluation. The research recommends that
Coca-Cola should strengthen its marketing strategies by focusing on data-driven event
planning, engaging content creation, and enhanced consumer feedback mechanisms. The
study also suggests further research to examine the long-term effects of these marketing
strategies on consumer loyalty and brand equity in both urban and rural settings across
Tanzania.

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 TABLE OF CONTENTS
CERTIFICATION .................................................................................................................... i

DECLARATION......................................................................................................................ii

COPYRIGHT ......................................................................................................................... iii

ACKNOWLEDGEMENT ...................................................................................................... iv

DEDICATION.......................................................................................................................... v

ABSTRACT ............................................................................................................................. vi

TABLE OF CONTENTS ......................................................................................................vii

LIST OF TABLE AND FIGURES ........................................................................................ xi

LIST OF ABBREVIATIONS ...............................................................................................xii

CHAPTRER ONE ................................................................................................................... 1

INTRODUCTION AND PROBLEM SETTING .............................................................. 1

1.0 Introduction .................................................................................................................. 1

1.1 Background of the study ............................................................................................... 1

1.2 Statement of the Problem ............................................................................................. 2

1.3 Objectives of the Study................................................................................................. 4

1.3.1 General Objective ...................................................................................................... 4

1.4 Research Questions....................................................................................................... 4

1.5 Scope of the Study ........................................................................................................ 4

1.6 Significance of the Study.............................................................................................. 5

1.7 Limitations of the Study ............................................................................................... 5

1.8 Organizational of the Study .......................................................................................... 6

CHAPTER TWO ..................................................................................................................... 7

LITERATURE REVIEW .................................................................................................... 7

2.0 Overview ...................................................................................................................... 7

2.1 Definition of Key Concepts .......................................................................................... 7

2.1.1 Sponsorship ............................................................................................................... 7

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 2.1.2 Event Marketing ........................................................................................................ 7

2.1.3 Brand Awareness ....................................................................................................... 8

2.1.4 Consumer Engagement .............................................................................................. 8

2.1.5 Sponsorship Activation.............................................................................................. 9

2.2 Theoretical Literature Review ...................................................................................... 9

2.2.1 Social Exchange Theory (SET) ................................................................................. 9

2.2.2 Elaboration Likelihood Model (ELM) .................................................................... 10

2.2.3 Brand Equity Model ................................................................................................ 10

2.2.4 Customer Engagement Model ................................................................................. 11

2.3 Empirical Literature Review ...................................................................................... 12

2.3.1 Sponsorship and Brand Awareness ......................................................................... 12

2.3.2 Sponsorship and Consumer Engagement ................................................................ 12

2.3.3 Challenges in Sponsorship and Event Marketing .................................................... 13

2.3.4 Implications for Coca-Cola’s Sponsorship Strategy ............................................... 13

2.4 Research Gap .............................................................................................................. 14

2.5 Conceptual Framework............................................................................................... 15

CHAPTER THREE ................................................................................................................. 17

RESEARCH METHODOLOGY ......................................................................................... 17

3.0 Introduction ................................................................................................................ 17

3.1 Research Design ......................................................................................................... 17

3.2 Area of the Study ........................................................................................................ 17

3.2 Target Population ....................................................................................................... 18

3.3 Sampling Technique ................................................................................................... 19

3.4 Sample Size ................................................................................................................ 19

3.5 Method of Data Collection ......................................................................................... 20

3.5.1 Questionnaire ........................................................................................................... 20

3.6.2 Interview .................................................................................................................. 21

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 3.6 Data Analysis Technique ............................................................................................ 21

3.6.1 Quantitative Data Analysis ...................................................................................... 21

3.6.2 Qualitative Data Analysis ........................................................................................ 22

3.7 Validity and Reliability .............................................................................................. 22

3.7.1. Validity ................................................................................................................... 22

3.7.2 Reliability ................................................................................................................ 23

3.8 Ethical Consideration ................................................................................................. 23

CHAPTER FOUR .................................................................................................................. 24

DATA PRESENTATION, INTERPRETATION AND DISCUSSIONS OF

FINDINGS .......................................................................................................................... 24

4.0 Introduction ................................................................................................................ 24

4.1 Response Rate............................................................................................................. 24

4.2 Demographic Information .......................................................................................... 25

4.2.1 Age of Respondents ................................................................................................. 25

4.2.2 Gender of Respondents ............................................................................................ 26

4.2.3 Education Level of Respondents ............................................................................. 26

4.3 Sponsorship Activities ................................................................................................ 27

4.3.1 Attendance at Coca-Cola Sponsored Events ........................................................... 27

4.3.2 Types of Events Sponsored by Coca-Cola .............................................................. 28

4.3.3 Influence of Sponsorship Activities on Brand Awareness ...................................... 29

4.4 Event Marketing ......................................................................................................... 30

4.4.1 Participation in Coca-Cola Event Marketing Activities .......................................... 30

4.4.2 Types of Event Marketing Activities Experienced .................................................. 31

4.4.3 Influence of Event Marketing on Brand Engagement ............................................. 32

4.5 Brand Awareness ........................................................................................................ 32

CHAPTER FIVE ................................................................................................................... 36

CONCLUSION AND RECOMMENDATIONS ............................................................. 36

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 5.0 Introduction ................................................................................................................ 36

5.1 Summary of the Study ................................................................................................ 36

5.2 Conclusion .................................................................................................................. 37

5.3 Recommendations of the Study .................................................................................. 38

5.3.1 Theoretical Recommendations ................................................................................ 38

5.3.2 Practical Recommendations .................................................................................... 39

5.4 Areas for Further Studies ............................................................................................ 39

REFERENCES ....................................................................................................................... 41

APPENDICES ........................................................................................................................ 46

Appendix 1: Questionnaires ................................................................................................. 46

Appendix 2 Interview Guide ................................................................................................ 49

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 LIST OF TABLE AND FIGURES
Tables

Table 4.1 Respondent Rate …………………………………………………………………25

Table 4.2 Gender Distribution of Respondents…….……………………………………….26

Table 4.3 Education Level of Respondents…………………………………………………27

Table 4.4 Type of Coca-Cola Sponsored……………………………………………………29

Table 4.5 Participation in Coca- Cola Sponsored Event Recalled……………….………….31

Table 4.6 Type of Coca-Cola Event Marketion Activities Experienced…………………….31

Table 4.7 Influence of Coca-Colas’ Sponsorship on Brand Awareness………….………….33

Table 4.8 Influence of Coca-Cola Activities on Consumer Engagement……………………34

Figure 2.1 A Study Conceptual Framework…….……………………………………………16

Figure 4.1 Age Distribution of Respondents…………………………………………………25

Figure 4.2 Attendance of Coca-Cola Sponsored Event………………………………………28

Figure 4.3 Attendance of Sponsorship Activities on Brand Awareness……………..………30

Figure 4.4 Influence of Event Marketing Activities on Brand Awareness…………...……...32

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 LIST OF ABBREVIATIONS
TIA - Tanzania Institute of Accountancy

FIFA - Federation International de Football Association

SET - Social Exchange Theory

ELM - Elaboration Likehood Model

CBBE - Customer Based Brand Equity

UEFA - Union of Europe Football Association

RIO - Return on Investment

SPSS - Statistical Package for Social Science

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 CHAPTRER ONE
INTRODUCTION AND PROBLEM SETTING
1.0 Overview
This chapter presents an overview of the research study by introducing the background,
problem setting, the objectives of the study and research questions. It will also highlight the
significance of the study, the scope of the research, the limitations, and the organization of
the study. It begins with a general introduction to the concepts of sponsorship and event
marketing and their growing importance in the manufacturing industry, particularly in
enhancing brand awareness and consumer engagement.
1.1 Background of the study
In the contemporary marketing environment, businesses are increasingly adopting innovative
strategies to enhance brand awareness and foster meaningful consumer engagement.
Traditional tools such as television, radio, and print advertising are no longer sufficient to
build lasting relationships with consumers, especially in competitive sectors like the beverage
industry (Wu, Wu & Chen, 2025). As a result, sponsorship and event marketing have
emerged as pivotal approaches for organizations seeking to create immersive brand
experiences and emotional connections with their audiences (Rahmawati, Roswaty &
Lazuarni, 2024).
Sponsorship typically involves financial or in-kind support to events, causes, or individuals in
exchange for brand visibility and positive association (Nielsen, 2022). Event marketing, on
the other hand, entails the creation and execution of branded experiences that allow for direct
interaction between the brand and consumers. Both strategies aim to go beyond passive
advertising by delivering memorable, value-rich experiences that can enhance brand recall,
improve loyalty, and strengthen brand equity (Zeqiri et al., 2025).
In the beverage manufacturing sector, particularly in Tanzania, the competition for market
share and consumer loyalty is intense. Coca-Cola, a globally dominant brand, has continually
leveraged sponsorship and event marketing as integral parts of its branding strategy.
Globally, the company sponsors high-profile events such as the FIFA World Cup, Olympic
Games, and various entertainment initiatives to maintain relevance and consumer visibility
(Lim & Zhang, 2022).
In Tanzania, Coca-Cola has adopted a similarly proactive approach, sponsoring sports
tournaments, environmental awareness campaigns, youth development programs, and
entertainment events at national and regional levels. In Mbeya Region, the brand has actively

1
engaged in local events with the aim of not only promoting its beverage products but also
reinforcing its image as a community-oriented and socially responsible company.
These initiatives are crucial in humanizing the brand and fostering a sense of shared
experience. Studies suggest that such engagements enhance brand perceptions, and through
the image transfer effect, consumers often associate positive event experiences with the
sponsoring brand (Wu, Wu & Chen, 2025). This can improve brand loyalty, purchase
intentions, and consumer advocacy. However, the effectiveness of these strategies is
contingent upon how well the events align with brand values and local consumer expectations
(Shen, 2025).
Despite the growing reliance on these experiential strategies, there is limited empirical
research examining their impact within the Tanzanian regional context. Most available
studies focus on urban centers like Dar es Salaam, leaving a gap in understanding how
consumers in cities such as Mbeya respond to event-based marketing. Cultural norms, local
economic conditions, and consumer perceptions of corporate social involvement may
influence the effectiveness of sponsorship and event strategies in these areas (Rahmawati et
al., 2024).
Furthermore, in today’s marketing discourse, consumer engagement has emerged as a key
performance metric, surpassing mere brand recognition. Engaged consumers are not only
more loyal but also serve as active participants in brand narratives—sharing content, offering
feedback, and influencing others (Zeqiri et al., 2025). Event marketing provides an
opportunity for such interactive experiences, enabling brands to initiate dialogue, gather real-
time feedback, and build emotional resonance. However, success in this area depends on
thoughtful event execution, authenticity, and relevance to the target audience (Lim & Zhang,
2022).
This study assessed the impact of sponsorship and event marketing on brand awareness and
consumer engagement, with a focus on Coca-Cola’s activities in Mbeya. By addressing this
gap, the study provided practical insights for enhancing experiential marketing strategies in
regional markets and contributed to scholarly understanding of how sponsorship and event-
driven efforts influence brand performance in emerging economies.
1.2 Statement of the Problem
In an increasingly competitive marketplace, brands are under constant pressure to
differentiate themselves and build strong, lasting connections with consumers. Sponsorship
and event marketing have become essential strategies for companies seeking to enhance

2
brand visibility and foster consumer engagement (Zeqiri, Mustafa, & Krasniqi, 2025). Coca-
Cola, a leading brand in the manufacturing sector, has consistently invested in sponsoring
events and organizing brand activations across various regions, including Mbeya. However,
despite substantial financial and logistical commitments, it remains unclear whether these
activities are truly effective in increasing brand awareness and generating strong consumer
engagement in this specific region. The absence of localized data evaluating the success of
such initiatives raises concerns about the strategic impact of Coca-Cola’s sponsorship
investments, potentially indicating misalignment between campaign execution and actual
consumer response (Shen, 2025).
While Coca-Cola’s sponsorship and event marketing activities are highly visible in Mbeya—
ranging from support for music concerts and sports tournaments to community development
campaigns—there is growing uncertainty regarding whether such initiatives translate into
improved brand perception, stronger customer loyalty, or higher purchase intent. Factors such
as local cultural preferences, consumer values, the perceived authenticity of sponsored
events, and growing competition from other beverage companies all play a role in
determining outcomes (Juma & Mwakalinga, 2022). Although global research supports a
generally positive link between sponsorship activities and brand equity (Brodie et al., 2021),
these conclusions may not directly apply to the Tanzanian context, where consumer behavior
and event engagement differ significantly from Western or urban market norms.
Moreover, current marketing strategies often assume that sponsorship and event participation
automatically translate into higher brand affinity and consumer involvement. However, in
regional settings like Mbeya, consumers may view such corporate involvement with
skepticism if the activities are not perceived as relevant, authentic, or valuable to the
community. This disconnect can lead to ineffective marketing efforts that generate visibility
without fostering genuine engagement or loyalty (Zeqiri et al., 2025).
Given these uncertainties, there was a critical need to evaluate whether Coca-Cola’s
sponsorship and event marketing strategies in Mbeya were achieving their intended
objectives or merely consuming resources without measurable impact. This study therefore
assessed the extent to which these initiatives influenced brand awareness and consumer
engagement in the region. By addressing this gap, the research offered practical insights to
help Coca-Cola—and other manufacturing companies—optimize their experiential marketing
strategies in emerging markets like Tanzania.

3
1.3 Objectives of the Study.
1.3.1 General Objective
The general objective of this study was to assess the impact of sponsorship and event
marketing on brand awareness and consumer engagement in the manufacturing industry.

1.3.2 Specific Objectives

The specific objectives of the study were:

i. To examine the extent to which sponsorship and event marketing initiatives influence
brand awareness of the business..
ii. To evaluate the effect of sponsorship and event marketing activities on consumer
engagement with company's products.
iii. To identify the challenges faced by Coca-Cola in utilizing sponsorship and event
marketing to enhance brand awareness and consumer engagement.

1.4 Research Questions

i. To what extent do sponsorship and event marketing initiatives influence the brand
awareness of the business?
ii. What is the effect of sponsorship and event marketing activities on consumer
engagement with the company's products?
iii. What challenges does Coca-Cola face in utilizing sponsorship and event marketing to
enhance brand awareness and consumer engagement?
1.5 Scope of the Study
This study was geographically confined to Mbeya City, located in the southern highlands of
Tanzania. The research focused on Coca-Cola’s sponsorship and event marketing initiatives
within this area. Mbeya was selected due to its active commercial environment, significant
population growth, and the company’s consistent investment in various sponsorship and
event marketing activities such as sports events, community programs, and entertainment
festivals. The study specifically targeted consumers within Mbeya City who had interacted
with or been exposed to Coca-Cola-sponsored events, as well as selected Coca-Cola
marketing representatives operating in the region. Therefore, the findings of the study were
limited to the Mbeya context and may not be generalized to other regions without further
research.

4
1.6 Significance of the Study
This study had significance to various groups, as outlined below:
To Coca-Cola management, the findings of the study provided critical insights into how
sponsorship and event marketing initiatives influenced brand awareness and consumer
engagement in the Mbeya market. Understanding these impacts enabled Coca-Cola to refine
its marketing strategies, allocate resources more effectively, and design future sponsorship
activities that yield higher returns in terms of customer loyalty and market share growth.
To academicians and researchers, the study contributed to the limited body of literature
concerning sponsorship and event marketing within the Tanzanian manufacturing sector. It
offered empirical evidence and case-specific analysis that future researchers could reference
when studying related topics, thus promoting further academic inquiry and encouraging
comparative studies in different geographical and industrial contexts.
To marketing practitioners and other business organizations, the study offered practical
lessons on how sponsorship and event marketing can be strategically used to build brand
recognition and foster consumer engagement. Businesses seeking to strengthen their brand
presence could benefit from the study’s findings by applying successful practices and
avoiding challenges identified in Coca-Cola’s experience in Mbeya.
1.7 Limitations of the Study
This study was not without limitations, which may have affected the generalizability of the
findings. Firstly, the geographical scope was confined to Mbeya City, implying that the
results may not be applicable to other regions where Coca-Cola’s sponsorship and event
marketing strategies may differ in execution or where consumer behavior varies.
Additionally, the research focused solely on Coca-Cola’s activities, which limited the
possibility for comparative analysis with other brands in the same manufacturing sector.
Secondly, the study relied on self-reported data from consumers and Coca-Cola employees,
which may have introduced biases such as social desirability or varying personal
interpretations of the questionnaire and interview items. Although the sample size was
considered reasonable for a focused study, it may not have fully captured the perspectives of
the broader population, especially individuals who had not participated in Coca-Cola-
sponsored events or who rarely engaged with the brand’s products.
Lastly, due to time constraints, the study was unable to assess the long-term effects of Coca-
Cola’s sponsorship and event marketing initiatives. The focus remained on short-term data

5
collection and immediate consumer responses. As a result, the findings may not adequately
reflect the sustained impact of these marketing strategies on consumer behavior over an
extended period.
1.8 Organizational of the Study
This research report is organized into five main chapters. Chapter One presents the
introduction of the study, which includes the background of the study, statement of the
problem, research objectives, research questions, significance of the study, scope of the
study, and limitations of the study. Chapter Two provides a review of relevant literature,
including theoretical and empirical studies related to sponsorship, event marketing, brand
awareness, and consumer engagement.
Chapter Three describes the research methodology employed in the study. It outlines the
research design, area of the study, target population, sampling techniques and sample size,
data collection methods, data analysis procedures, and issues of validity and reliability.
Chapter Four presents the research findings and provides an in-depth analysis and
interpretation of the data collected from respondents. This chapter integrates both quantitative
and qualitative data to examine the relationship between sponsorship and event marketing
activities and their impact on brand awareness and consumer engagement.
Finally, Chapter Five summarizes the key findings, draws conclusions, and provides practical
recommendations based on the study results. This chapter also suggests areas for further
research.

6
 CHAPTER TWO
LITERATURE REVIEW
2.0 Overview
This chapter reviews the relevant literature on sponsorship, event marketing, brand
awareness, and consumer engagement, focusing on their roles in the context of the
manufacturing industry, specifically Coca-Cola’s activities in Mbeya. The chapter begins by
defining the key concepts and theories related to sponsorship, event marketing, brand
awareness, and consumer engagement. It then discusses previous empirical studies that have
examined the impact of these marketing strategies on brand performance. The chapter also
identifies the research gap addressed by this study and provides the conceptual framework
that guides the research. The aim of this chapter is to provide a theoretical foundation for
understanding how Coca-Cola’s sponsorship and event marketing initiatives contribute to
brand awareness and consumer engagement in Mbeya.
2.1 Definition of Key Concepts
2.1.1 Sponsorship
Sponsorship is a strategic marketing tool whereby a company offers financial, material, or
service-based support to an event, individual, or organization in exchange for brand
promotion and audience engagement opportunities. This mutually beneficial arrangement
allows the sponsored party to gain resources needed for execution, while the sponsor
leverages the event’s platform to reach targeted demographics and enhance brand image
(Zeqiri, Mustafa, & Krasniqi, 2025). Companies often employ sponsorship to increase brand
visibility, generate emotional connections with consumers, and associate their brand with
specific values or lifestyles. For example, Coca-Cola’s involvement in high-profile events
such as the FIFA World Cup and the Olympics exemplifies how global sponsorship can
reinforce brand recognition and trust. However, effective sponsorship requires more than just
brand placement—it demands meaningful interaction, value alignment with the event, and
immersive audience experiences to create a lasting impact on consumer perceptions (Shen,
2025).
2.1.2 Event Marketing
Event marketing is a strategic approach where brands organize, promote, and execute events
with the objective of fostering direct and meaningful engagement with their target audiences.
Unlike traditional advertising, which often delivers one-way communication, event marketing
emphasizes immersive and interactive experiences that allow consumers to connect with the

7
brand on a personal level. These events may include sports competitions, cultural festivals,
concerts, trade exhibitions, product launches, and community outreach programs. The core
aim is to create emotional resonance, improve brand recall, and inspire consumer loyalty by
making the brand feel relatable and present in everyday life (Lopez & Wang, 2023).
Coca-Cola has widely embraced event marketing to reinforce its brand identity and
community presence. Initiatives like the "Coca-Cola Caravan" and regional music festivals
have been used to promote its beverages while fostering joyful and memorable interactions
with consumers. These experiential campaigns help transform passive audiences into active
brand participants, thereby enhancing brand equity and driving consumer advocacy (Miller &
Kato, 2022).
2.1.3 Brand Awareness
Brand awareness refers to the degree to which consumers can recognize or recall a brand,
including its name, logo, or other distinctive attributes, in a given marketplace. It is a crucial
determinant in the consumer decision-making process as it often influences purchasing
choices. The higher the brand awareness, the more likely consumers are to select a brand they
recognize over one they do not, as familiarity is often linked to trust and reliability. For
companies engaged in sponsorship and event marketing, building brand awareness is a
primary goal, as these strategies aim to create impactful and lasting consumer impressions.
By aligning with popular events or causes, brands like Coca-Cola elevate their visibility,
recall, and consumer engagement, ultimately boosting trust and driving sales (Chaudhuri &
Holbrook, 2021).
2.1.4 Consumer Engagement
Consumer engagement refers to the emotional connection and active participation of
consumers with a brand, product, or service. It involves more than just passive consumption;
it requires consumers to actively interact with the brand through various touchpoints,
including social media, events, and direct communication. Engagement is measured by the
depth of consumer involvement, loyalty, and the frequency of interactions with the brand.
Brands that successfully engage their consumers build stronger, more lasting relationships,
leading to greater loyalty, advocacy, and repeat business. Event marketing plays a pivotal role
in fostering consumer engagement by providing immersive experiences that resonate with
consumers on a personal level, such as live interactions or experiential marketing activities.
Coca-Cola’s “Share a Coke” campaign, where personalized names were printed on bottles, is

8
a prime example of how brands can foster deeper engagement by encouraging consumers to
connect with the product in a meaningful way (Brodie et al., 2022).
2.1.5 Sponsorship Activation
Sponsorship activation refers to the strategies and activities implemented to maximize the
value of sponsorship rights and engage consumers meaningfully during an event or activity.
This involves activating the sponsorship through various promotional activities, such as
contests, social media campaigns, or experiential marketing tactics, that enable consumers to
interact with the brand in real-time during the event. Effective activation ensures that the
sponsorship creates a lasting impact, amplifying the brand's exposure and reach beyond the
event. For instance, Coca-Cola might use social media campaigns to engage fans during
major sponsored events like the FIFA World Cup, where consumers can share content,
participate in contests, or engage with the brand through hashtag campaigns, extending the
sponsorship's reach well after the event concludes (Müller & Gassmann, 2023).
2.2 Theoretical Literature Review
The theoretical literature review outlines key theories and models that support and inform the
study of sponsorship and event marketing, specifically in the context of Coca-Cola’s efforts
to build brand awareness and engage consumers. By examining existing theories, this section
aims to establish the foundational knowledge for understanding the impact of sponsorship
and event marketing strategies on brand awareness and consumer engagement.
2.2.1 Social Exchange Theory (SET)
Social Exchange Theory, initially proposed by Homans (1958) and further developed by Blau
(1964), is a foundational concept in social psychology and organizational behavior. The
theory suggests that human relationships are formed through a cost-benefit analysis, where
individuals engage in exchanges that they perceive to be rewarding or beneficial. The
exchange is considered successful when the benefits outweigh the costs.
In the context of sponsorship and event marketing, Social Exchange Theory explains how
brands like Coca-Cola invest in events to form relationships with consumers. Coca-Cola
offers value to consumers by sponsoring events that align with their interests (such as music
festivals or sports), and in return, consumers offer their attention, engagement, and loyalty.
The theory emphasizes reciprocity, where both parties—the brand and the consumer—benefit
from the relationship.
For Coca-Cola, the benefits include increased brand awareness, positive associations, and
consumer engagement, while the consumers gain entertainment, access to exclusive

9
experiences, or emotional satisfaction. Over time, these exchanges help foster strong, long-
lasting relationships between the brand and consumers.
2.2.2 Elaboration Likelihood Model (ELM)
The Elaboration Likelihood Model (ELM), developed by Petty and Cacioppo (1986), is a
cognitive theory that explains how individuals process persuasive messages and make
decisions. The model suggests that there are two primary routes to persuasion: the central
route and the peripheral route.
 Central Route: This route involves careful, deliberate processing of information.
Individuals engage deeply with the content, scrutinizing arguments and evidence. If
they find the information persuasive, it leads to a lasting change in attitudes and
behavior.
 Peripheral Route: This route involves less effortful processing, relying on superficial
cues such as the attractiveness of the spokesperson, the credibility of the source, or
emotional appeals. The effect is often temporary and relies more on external factors
than on the quality of the message itself.
In the context of sponsorship and event marketing, Coca-Cola’s involvement in high-profile
events often engages consumers through the peripheral route. For example, by sponsoring
major sports events or music festivals, Coca-Cola can create positive associations with the
brand without requiring deep cognitive engagement from consumers. The event itself (e.g., a
concert or a sporting event) serves as a cue that increases brand awareness, and the brand’s
logo or product placement becomes an association in the consumers' minds. Though
consumers may not deeply process the message, the emotional and visual cues lead to
increased recognition and affinity toward Coca-Cola, which can influence consumer behavior
over time.
2.2.3 Brand Equity Model
The Brand Equity Model, developed by Keller (1993), provides a framework for
understanding how consumers perceive brands and the value they attach to them. Brand
equity refers to the value a brand adds to a product or service, and it is primarily shaped by
consumers' perceptions of the brand, which include their attitudes, loyalty, and awareness of
the brand.
 Keller’s Customer-Based Brand Equity (CBBE) model highlights the importance of
building a strong brand by focusing on four key stages:

10
  Brand Identity (Who are you?): Creating brand awareness and ensuring consumers
can recognize the brand.
 Brand Meaning (What are you?): Establishing strong brand associations and positive
perceptions through positioning.
 Brand Response (What about you?): Building consumer judgments of the brand’s
quality and credibility.
 Brand Resonance (What about you and me?): Fostering strong emotional connections
and brand loyalty through deep engagement.
For Coca-Cola, the role of sponsorship and event marketing can significantly impact each of
these stages. By sponsoring high-visibility events, Coca-Cola creates brand awareness
(Identity), aligns with consumers' values or lifestyles (Meaning), and increases positive
perceptions (Response). Over time, these efforts help build brand resonance, where
consumers not only recall the brand but also emotionally connect with it, enhancing loyalty
and brand equity.
2.2.4 Customer Engagement Model
Customer Engagement refers to the level of involvement, emotional connection, and
interaction a consumer has with a brand. The Customer Engagement Model (Brodie et al.,
2013) emphasizes that consumer engagement is multidimensional, involving cognitive,
emotional, and behavioral components. These components are:
Cognitive Engagement: This involves the mental effort that consumers invest in processing
information and making sense of a brand’s messages.
 Emotional Engagement: This refers to the feelings of connection, affection, or
attachment that a consumer develops toward a brand.
 Behavioral Engagement: This encompasses the actions a consumer takes, such as
purchasing, sharing on social media, attending events, or recommending the brand to
others.
In the context of sponsorship and event marketing, Coca-Cola’s engagement strategies often
target all three dimensions. Sponsoring popular events allows Coca-Cola to engage
consumers emotionally through the excitement and positive experiences associated with the
events. Coca-Cola also engages consumers cognitively by associating the brand with the
lifestyle or values that the event represents.

11
Finally, through interactive activities such as contests or social media engagement during
events, Coca-Cola encourages consumers to take action (behavioral engagement), leading to
greater brand interaction and loyalty.
2.3 Empirical Literature Review
The empirical literature review examines the latest studies on sponsorship and event
marketing in the context of brand awareness and consumer engagement. Recent research has
provided new insights into how these marketing strategies influence consumer behavior,
especially in the manufacturing and beverage industries, including Coca-Cola.

2.3.1 Sponsorship and Brand Awareness

Recent studies have continued to affirm the effectiveness of sponsorship in enhancing brand
awareness. Kim et al. (2020) investigated the impact of sponsorship on brand recognition in
the beverage industry. The study found that sponsorships significantly increased brand recall,
particularly when the sponsored event was highly relevant to the brand's target demographic.
Coca-Cola, known for its strategic partnerships with global events like the FIFA World Cup,
was highlighted as a key example of a brand that successfully boosted its awareness through
sponsorship. The study emphasized that the alignment between the brand’s values and the
event’s audience is crucial for maximizing brand exposure and recall.

Furthermore, Vrontis et al. (2021) conducted research on event marketing’s role in enhancing
consumer perception and brand awareness. The study examined how event sponsorship
creates positive brand associations and increases visibility, especially in highly competitive
industries such as the beverage sector. Coca-Cola’s sponsorship of high-visibility sports
events, such as the Olympic Games, was cited as a strategic move to ensure the brand
remains prominent in the minds of consumers, reinforcing positive perceptions and
recognition over time.
2.3.2 Sponsorship and Consumer Engagement
Recent studies have increasingly focused on the link between sponsorship and consumer
engagement. Bauer et al. (2020) examined the emotional connections consumers form with
brands during sponsored events. The study found that emotional involvement with the event
and its context directly influenced consumer engagement with the sponsoring brand.
In the case of Coca-Cola, its sponsorship of large-scale events that evoke passion and
excitement, such as the UEFA Champions League, results in higher levels of consumer
engagement through emotional and interactive experiences. The research underscored that

12
consumer engagement is heightened when the event connects with the consumer's personal
interests and values.
Erdogan et al. (2022) further expanded the understanding of consumer engagement by
exploring the role of event sponsorship in creating digital interactions. Their research found
that integrating live events with digital and social media campaigns enhances consumer
engagement. Coca-Cola’s use of social media platforms during major sports events, where it
encourages fans to participate through hashtags, challenges, and real-time content,
exemplifies the findings. The study concluded that digital activation during sponsored events
significantly boosts consumer interaction, fostering deeper engagement beyond the event
itself.
2.3.3 Challenges in Sponsorship and Event Marketing
While event sponsorship remains a powerful tool, several challenges persist. Moorman and
Day (2020) discussed the complexities of measuring the effectiveness of event sponsorships,
especially in a digital age. The authors highlighted that the integration of sponsorships with
digital platforms makes it increasingly difficult to determine the direct impact on consumer
behavior. Coca-Cola, with its wide array of sponsorships, faces the challenge of accurately
measuring the ROI of each event to determine which partnerships yield the most significant
results.
Smith et al. (2021) explored the issue of event saturation, where excessive brand involvement
in multiple events leads to diminishing returns. This phenomenon occurs when consumers
become fatigued by overexposure to branded content, reducing the overall impact of
sponsorships. Coca-Cola has been noted for sponsoring numerous global events, and the
study warned that over-sponsorship could dilute the brand’s message, potentially weakening
consumer interest and engagement. The authors suggested that brands should focus on quality
over quantity to maintain the effectiveness of their sponsorship strategies.
2.3.4 Implications for Coca-Cola’s Sponsorship Strategy
Recent studies reinforce the importance of strategic alignment between a brand and the
events it sponsors. Vrontis et al. (2021) and Bauer et al. (2020) highlight that Coca-Cola’s
sponsorship strategies are effective because they are carefully aligned with the brand’s core
values of happiness, health, and inclusivity. Coca-Cola’s ability to emotionally engage with
consumers through event sponsorship, particularly in sports and entertainment, has proven
successful in increasing brand awareness and long-term consumer loyalty.

13
However, as noted by Moorman and Day (2020) and Smith et al. (2021), the company must
continue to refine its approach to measuring the effectiveness of its sponsorship activities to
ensure that it can optimize its investment. It must also be cautious of over-saturation by
selecting high-impact events that resonate with its target audience, ensuring that consumer
engagement remains strong without overwhelming its audience with too much branded
content.
2.4 Research Gap
This study aims to address the aforementioned research gaps by conducting a focused
analysis on Coca-Cola's sponsorship and event marketing initiatives within the context of
Tanzania, specifically in Mbeya City. By investigating how Coca-Cola's strategies influence
brand awareness and consumer engagement in this emerging market, the study provides
insights into how these strategies can be adapted and optimized for a unique socio-economic
and cultural landscape.
Contextualizing Sponsorship and Event Marketing in Emerging Markets: Unlike much of the
existing research, which largely focuses on developed markets, this study examines Coca-
Cola’s sponsorship and event marketing strategies in Tanzania—a developing market. By
exploring how Coca-Cola tailors its initiatives to local consumers, the research adds valuable
knowledge about the effectiveness and challenges of these strategies in a context with
different socio-economic conditions, consumer behaviors, and cultural norms. In doing so,
the study contributes to a deeper understanding of how multinational companies, such as
Coca-Cola, can adapt their marketing strategies to better serve emerging markets.
Integration of Digital and Traditional Marketing: The study also addresses the gap in the
integration of traditional sponsorship and event marketing with digital marketing efforts. As
Coca-Cola has invested significantly in both digital and traditional marketing channels, this
research delves into how these two marketing approaches synergize in Tanzania. By
assessing the effectiveness of Coca-Cola’s digital campaigns in conjunction with its event
marketing activities, the study examines how digital platforms impact consumer engagement
and brand loyalty. This integrated approach is critical for understanding the evolving
dynamics between traditional and digital marketing strategies in emerging markets.
Exploring Internal Challenges in Sponsorship and Event Marketing: Another key gap this
study addresses is the lack of research on the internal challenges brands face in executing and
evaluating sponsorship and event marketing. While previous studies have focused on
consumer reactions to sponsorship, this research seeks to explore Coca-Cola's internal

14
struggles with executing effective sponsorships, measuring return on investment (ROI), and
aligning events with the company’s core values. Additionally, the study will investigate how
Coca-Cola manages consumer saturation and ensures that its sponsorships remain impactful
over time. By highlighting these challenges, the research will offer practical solutions and
insights into how companies can improve the effectiveness of their marketing strategies in
real-world settings.
In summary, this study fills the identified research gaps by offering a comprehensive analysis
of Coca-Cola’s sponsorship and event marketing strategies in Tanzania. It contributes new
knowledge on how multinational companies can optimize their marketing efforts in emerging
markets, integrates digital marketing with traditional strategies, and provides valuable
insights into the operational challenges faced by brands. The findings will be instrumental in
refining marketing practices in the manufacturing industry and offer practical
recommendations for Coca-Cola and other businesses operating in similar contexts.
2.5 Conceptual Framework
A conceptual framework is a visual representation that outlines the key variables in a study
and their hypothesized relationships. In the context of this research, the conceptual
framework aims to illustrate the relationship between sponsorship and event marketing
strategies, brand awareness, and consumer engagement, focusing specifically on Coca-Cola
in Mbeya, Tanzania.
The proposed relationships between the variables are as follows:
Sponsorship → Brand Awareness: Sponsorship positively influences brand awareness, as
consumers are more likely to recognize and recall brands associated with sponsored events or
activities (Cornwell et al., 2001; Gwinner, 1997).
Event Marketing → Consumer Engagement: Event marketing activities contribute to
increased consumer engagement, as they provide memorable experiences and encourage
interaction with the brand (Hudson et al., 2015; Smilansky, 2017).
Sponsorship + Event Marketing → Brand Awareness + Consumer Engagement: The
interplay of sponsorship and event marketing strategies can lead to enhanced brand awareness
and consumer engagement (Papadimitriou & Apostolopoulou, 2018; Rios et al., 2016).

15
INDEPENDENT VARIABLES INDEPENDENT VARIABLES

SPONSORSHIP BRAND AWARENESS

EVENT MARKETING CONSUMER

ENGAGEMENT

Figure 2.1 A study conceptual Framework

Source: Field Report (2025)

16
 CHAPTER THREE
RESEARCH METHODOLOGY
3.0 Overview
This chapter presents the methodologies used to investigate the impact of sponsorship and
event marketing on brand awareness and consumer engagement at Coca-Cola, Mbeya. It
outlines the research design, target population, sampling methods, data collection procedures,
data analysis strategies, and ethical considerations, ensuring a comprehensive approach to
understanding the research process and ensuring the validity and reliability of the findings.
3.1 Research Design
A research design refers to the overall framework or strategy that researchers follow in
conducting a study, detailing how the research will be structured and carried out. It provides a
roadmap for data collection, analysis, and interpretation, ensuring that the study is systematic,
valid, and reliable (Creswell & Creswell, 2023). The research design plays a pivotal role in
answering research questions by determining the method for gathering and analyzing data
(Saunders et al., 2021). In this study, a descriptive research design was employed to examine
the relationship between sponsorship, event marketing, and their impact on brand awareness
and consumer engagement at Coca-Cola in Mbeya. Descriptive research design is a method
that focuses on describing the characteristics or behaviors of a population or phenomenon
without manipulating any variables. This approach was chosen as it allows for an exploration
of the current state of sponsorship and event marketing activities, rather than attempting to
explain the underlying causes (Neuman, 2022). By using both quantitative and qualitative
data, this design provided a comprehensive overview of the impact of these marketing
strategies on Coca-Cola’s brand performance in Mbeya (Bell, Bryman, & Harley, 2022).
3.2 Area of the Study
The area of the study refers to the physical location or specific context in which the research
was conducted. It outlines the geographical scope within which the research took place and
identifies the population or group being studied (Creswell & Creswell, 2023). For this study,
the area of the research was focused on Coca-Cola Mbeya, located in the city of Mbeya,
Tanzania. This area was selected because it provides a rich context to explore how
sponsorship and event marketing contribute to brand awareness and consumer engagement.
The study was conducted in Mbeya City, which is located in the southern highlands of
Tanzania. Mbeya City serves as a key regional hub for Coca-Cola’s operations and has a
large population of both urban consumers and rural migrants. This area is representative of

17
the broader market context in Tanzania, where Coca-Cola has implemented various
sponsorship and event marketing activities to engage its target audience (Creswell &
Creswell, 2023).
Coca-Cola has actively engaged in sponsorship and event marketing in Mbeya to enhance its
visibility and strengthen consumer relationships. Given the increasing competition among
beverage brands in the region, it is crucial to understand how Coca-Cola's marketing
strategies, particularly through sponsorships and events, influence consumer behaviors and
perceptions. This study focused on consumers in Mbeya who interacted with Coca-Cola
through its sponsored events and marketing campaigns, as well as the sales staff involved in
executing these activities.
3.2 Target Population
The target population refers to the entire group of individuals or items that meet the criteria
for inclusion in a study and are the focus of the research. It represents the specific segment of
people from which data was collected (Creswell & Creswell, 2023). The target population for
this study comprised Coca-Cola consumers and Coca-Cola sales staff in Mbeya City,
Tanzania, as these were the primary groups involved in the sponsorship and event marketing
activities that this study explored.
The Coca-Cola consumers in Mbeya City represent individuals who actively purchase and
consume Coca-Cola products. Based on the size of the population in Mbeya City, it was
estimated that approximately 10,000 to 15,000 consumers engage with Coca-Cola products,
whether through retail stores, events, or promotions. These consumers had either participated
in or were familiar with Coca-Cola’s sponsorship and event marketing activities. The target
consumer group included a diverse range of individuals in terms of age, gender, income, and
educational background, allowing the study to capture varied perspectives on how marketing
efforts influenced brand awareness and consumer engagement. The focus was on regular
consumers who engaged with Coca-Cola’s products and marketing campaigns, such as
promotions, sponsorships, and events, either through direct participation or awareness.
The second segment of the target population included Coca-Cola sales staff in Mbeya City.
These employees were directly involved in implementing and managing sponsorship and
event marketing activities for the company. There were approximately 25 Coca-Cola sales
staff in Mbeya City. Sales staff, including field sales representatives, event coordinators, and
marketing executives, provided insights into the strategies and challenges faced when using
sponsorship and event marketing to engage consumers. Their perspectives were critical in
understanding the operational aspects of Coca-Cola's marketing campaigns, the challenges of

18
executing these strategies, and their effectiveness in building brand awareness and fostering
consumer engagement.
3.3 Sampling Technique
Sampling techniques are the methods used to select individuals or units from the target
population to participate in a study. The chosen techniques should be appropriate for the
research objectives and ensure the data collected are representative of the broader population
(Creswell & Creswell, 2023). In this study, two different sampling techniques were
employed: simple random sampling for selecting Coca-Cola consumers and purposive
sampling for selecting Coca-Cola sales staff.
Simple random sampling is a probability sampling technique where every individual in the
target population has an equal chance of being selected for the study. This technique ensures
that the sample is representative of the broader population, minimizing bias in the selection
process (Sekaran & Bougie, 2016). In this study, Coca-Cola consumers in Mbeya City were
selected using simple random sampling. The sampling frame was created by identifying
customers through Coca-Cola’s retail outlets, event participations, and promotional activities
in the city.
Purposive sampling (also known as judgmental sampling) is a non-probability sampling
technique where participants are selected based on specific characteristics or expertise
relevant to the research (Patton, 2015). In this study, Coca-Cola sales staff were selected
using purposive sampling because they are specifically involved in the planning and
execution of the company’s sponsorship and event marketing activities. The selected staff
members were those who had direct involvement in sponsorship and event marketing
campaigns in the region. By choosing participants with direct experience, the study ensured
that the perspectives gathered were relevant to the research objectives, particularly regarding
the effectiveness and challenges of using sponsorship and event marketing to increase brand
awareness and consumer engagement.
3.4 Sample Size
The sample size refers to the number of participants selected from the target population to
represent the broader group. It is essential for ensuring that the research findings are
statistically valid and reliable. In this study, the sample size was calculated using Yamane's
formula, a well-known method for determining the appropriate sample size for a finite
population in survey-based research (Yamane, 1967).
Yamane's formula for sample size determination is:

19
n = N/(1+N(e)²)
Where:
n = Sample size
N = Total population
e = The margin of error (expressed as a decimal)
Application of Yamane’s Formula
Given that the target population of Coca-Cola consumers in Mbeya City is approximately
10,000 people, the sample size will be calculated using N = 10,025 and e = 0.1
n = 10,025/(1+10,000(0.1)²)
n = 10,025/(1+100)
n = 99
Thus, the sample size for Coca-Cola consumers and staff was approximately 99
participants. For practical purposes, the researcher rounded this to 100 participants.
3.5 Method of Data Collection
Data collection methods refer to the techniques used to gather information from the sample in
order to answer the research questions. The accuracy and reliability of the collected data
depend on the methods chosen, which should align with the research objectives and the
nature of the study (Creswell, 2021).
For this study, data were collected using a mixed-methods approach, combining both
quantitative and qualitative techniques. This approach allowed for a comprehensive
understanding of the impact of sponsorship and event marketing on brand awareness and
consumer engagement. The quantitative data were gathered through questionnaire surveys,
which provided measurable insights into customer and event attendee perceptions.
Qualitative data were obtained through interviews with Coca-Cola’s marketing team and
focus group discussions with event attendees and customers. Additionally, document analysis
of promotional materials and event documentation complemented these methods by
providing insights into the planning, execution, and impact of Coca-Cola's marketing
strategies.
3.5.1 Questionnaire
The questionnaire was chosen for this study due to its flexibility and efficiency in data
collection, particularly with a large sample. This method involved distributing a set of
structured questions to the targeted respondents (event attendees and customers) and
requesting their responses. The questionnaire primarily included closed-ended questions to

20
ensure ease of data coding and analysis. This method was ideal for gathering quantitative data
that could be easily summarized and analyzed, especially with larger populations, as it
allowed for consistency in responses and straightforward statistical analysis. The respondents
were given sufficient time to complete the questionnaire, ensuring that the data collected
reflected a wide range of opinions and experiences. The questionnaire was designed to
capture data on brand awareness, consumer engagement, and the effectiveness of sponsorship
and event marketing activities.
3.6.2 Interview
According to Kumar (2020), semi-structured interviews were particularly useful in gathering
in-depth insights while allowing flexibility in the questioning process. This method allowed
for the exploration of respondents' thoughts, experiences, and perceptions, ensuring that rich,
detailed information was collected.
An interview schedule consisted of a set of questions posed by the interviewer to the
participants. The semi-structured format provided flexibility, allowing the researcher to
explore certain topics in greater depth while maintaining focus on the key objectives of the
study. Through interviews, the researcher gained deeper insights into how sponsorship and
event marketing initiatives were implemented, their perceived effectiveness, and the
challenges faced by Coca-Cola in utilizing these strategies.
Interviews also provided an opportunity for the researcher to guide the discussion, ensuring
that important issues were addressed even if the conversation veered off-topic. The
interviews were conducted with Coca-Cola's marketing team and a select group of event
attendees and customers, providing a well-rounded view of the marketing activities' impact.
3.6 Data Analysis Technique
Data analysis referred to the process of examining, cleaning, transforming, and modeling
collected data to discover useful information, draw conclusions, and support decision-making
(Saunders et al., 2022). In this study, both quantitative and qualitative data analysis
techniques were employed to provide a comprehensive understanding of the impact of
sponsorship and event marketing on brand awareness and consumer engagement in the
context of Coca-Cola, Mbeya.
3.6.1 Quantitative Data Analysis
The quantitative data collected through questionnaires were coded and analyzed using
Statistical Package for Social Sciences (SPSS) software. Descriptive statistics, such as
frequencies, percentages, means, and standard deviations, were used to summarize

21
demographic data and responses to survey items. These statistics provided insights into the
level of brand awareness and consumer engagement among event attendees and customers.
Additionally, inferential statistics such as correlation analysis were applied to examine the
relationships between sponsorship and event marketing activities and their effects on brand
awareness and consumer engagement.
3.6.2 Qualitative Data Analysis
The qualitative data collected from interviews with Coca-Cola's marketing team and focus
group discussions with event attendees were analyzed using thematic analysis. This process
involved reviewing interview transcripts and focus group discussions, coding the data into
categories, and identifying key themes related to the effectiveness of sponsorship and event
marketing in enhancing brand awareness and consumer engagement. Thematic analysis
allowed for a deeper exploration of participants' perceptions and experiences, which
complemented the quantitative findings by providing a richer understanding of the marketing
strategies' impact (Braun & Clarke, 2021).
By integrating both quantitative and qualitative data, this study aimed to offer a thorough
analysis of the role of sponsorship and event marketing in shaping brand awareness and
driving consumer engagement for Coca-Cola in Mbeya.
3.7 Validity and Reliability
3.7.1. Validity
Validity refers to the extent to which the research instruments measure what they are intended
to measure, ensuring that the findings accurately represent the phenomena under study. It is
crucial for ensuring that the study reflects the real-world concepts it aims to investigate
(Salkind, 2021). Validity can be assessed through various types, including content validity,
construct validity, and criterion-related validity, each contributing to the overall accuracy and
applicability of the research findings (Bryman & Bell, 2021). In this study, validity was
ensured through the careful design of the questionnaire and interview guides, ensuring
alignment with the research objectives. Content validity was enhanced by consulting research
experts and supervisors for feedback on the instruments before data collection. Additionally,
a pilot study was conducted with a small group from the target population to identify and
correct any ambiguities or errors, thereby improving the overall quality and credibility of the
collected data.

22
3.7.2 Reliability
Reliability refers to the consistency and stability of the research instruments over time,
ensuring that the results are dependable and repeatable. It is essential for establishing the
trustworthiness of the research findings and ensuring that similar results would be obtained if
the study were repeated (Tavakol & Dennick, 2021). Reliability can be assessed through
methods such as test-retest, inter-rater, and internal consistency, depending on the nature of
the instruments used in the study (Field, 2020). In this study, reliability was ensured by
conducting a pilot test with a small sample of respondents similar to the actual study
population. The feedback from the pilot test helped identify unclear or inconsistent questions,
which were refined to ensure clarity and uniform understanding. The internal consistency of
the questionnaire was measured using Cronbach’s Alpha coefficient, with a value of 0.7 or
higher considered acceptable for ensuring reliability. This process ensured that the data
collection tools would produce consistent results when applied in different settings or times.
3.8 Ethical Consideration
Ethical considerations were paramount in ensuring that the research was conducted
responsibly and respectfully towards all participants. Ethical approval was sought from the
relevant authorities before data collection began. Participants were fully informed about the
purpose of the study and their rights, including the right to withdraw at any time without any
consequences. Informed consent was obtained from all respondents prior to their
participation. Confidentiality and anonymity were strictly maintained, ensuring that
participants' identities or any sensitive information were not disclosed. The data collected was
used solely for academic purposes, and efforts were made to ensure that the study adhered to
the highest standards of research ethics, as outlined by Creswell (2014).

23
 CHAPTER FOUR
DATA PRESENTATION, INTERPRETATION AND DISCUSSIONS OF FINDINGS
4.0 Overview
This chapter presents the data collected for the study on the impact of sponsorship and event
marketing on brand awareness and consumer engagement for Coca-Cola in Mbeya. The data
were gathered through two main methods: questionnaires administered to event attendees and
customers, and interviews with Coca-Cola’s marketing team. The aim of this chapter is to
analyze and interpret the data in relation to the research objectives, providing insights into the
effectiveness of Coca-Cola’s sponsorship and event marketing activities.
The data presentation is structured in a way that first introduces the demographic profile of
the respondents, followed by the presentation of quantitative data derived from the
questionnaires, and qualitative data obtained from interviews and focus group discussions.
The findings are discussed in relation to the research questions and objectives, offering an in-
depth analysis of the role of sponsorship and event marketing in shaping brand awareness and
driving consumer engagement. The chapter concludes with a summary of key findings that
provide answers to the research questions and offer insights into the practical implications of
the study.
This approach allows for a comprehensive analysis, combining both statistical and thematic
data, to ensure that the conclusions drawn from the study are well-supported by the evidence
collected.
4.1 Response Rate
The response rate refers to the proportion of respondents who completed and returned the
questionnaires or participated in interviews out of the total number targeted for the study. A
high response rate is essential for ensuring the reliability and generalizability of the research
findings.
In this study, a total of 100 questionnaires were distributed to Coca-Cola customers and event
attendees. Out of these, 90 were properly filled and returned, representing a response rate of
90%. Additionally, 5 interviews were successfully conducted with members of Coca-Cola's
marketing team.
The table below summarizes the response rate:

24
Table 4.1 Respondents Rates
Instrument Distributed/Collected Returned/Completed Response Rate
Questionnaire 100 90 90%
Interview 5 5 100%
Source: Field Data, 2025
This high response rate indicates that the data collected is sufficient and reliable for analysis
and interpretation in addressing the research objectives.
4.2 Demographic Information
This section presents the demographic characteristics of the respondents who participated in
the study. Demographic data help to understand the background of the respondents and offer
insights into how various personal attributes such as age, gender, and educational level may
influence their perceptions and experiences related to Coca-Cola’s sponsorship and event
marketing initiatives. Understanding the demographic profile also assists in assessing the
representativeness of the sample and in interpreting the results more accurately.

4.2.1 Age of Respondents

The study sought to understand the age distribution of respondents to assess whether Coca-
Cola’s sponsorship and event marketing activities reach a diverse audience. Respondents
were asked to indicate their age group, and the results are presented in the table below:

AGE OF RESPONDENTS
40.00%
40.00% 34.40%
35.00%

30.00%

25.00% 18.90%
20.00%

15.00%

10.00% 5.60%
5.00%
1.10%

0.00%
18 - 24 25 - 34 35 - 44 45 - 54 55+

Figure 4.1: Age Distribution of Respondents

Source: Field Data, 2025
25
The results indicate that the age group 25–34 formed the largest proportion of respondents at
40.0%, represented by the even number 36. This suggests that Coca-Cola’s event marketing
is most appealing to young adults likely active in social and commercial events. The second
largest group was 18–24 years (34.4%), represented by the prime and odd number 31,
showing strong engagement among younger consumers. The 35–44 age group followed with
18.9%, represented by the prime number 17, reflecting moderate engagement. The age group
45–54 had a small share (5.6%) represented by the prime number 5, while those aged 55+
were the least represented (1.1%), indicated by the unique number 1, which is neither prime
nor composite. These findings reveal that Coca-Cola’s sponsorship and event marketing
primarily resonate with younger demographics, especially those in their 20s and 30s, while
engagement tends to decline significantly among older age groups.
4.2.2 Gender of Respondents
The study aimed to assess the gender distribution of respondents to determine whether Coca-
Cola’s sponsorship and event marketing initiatives engage individuals across different gender
identities. Respondents were asked to specify their gender, and the findings are presented in
the table below:
Table 4.2: Gender Distribution of Respondents
Gender Number of Respondents Percentage (%)
Male 49 54.4%
Female 40 44.4%
Others 1 1.2%
Total 90 100%
Source: Field Data, 2025
The analysis shows that male respondents formed the majority, representing 54.4% of the
total, as indicated by the odd number 49. Female respondents followed closely at 44.4%,
reflected by the even number 40, suggesting strong participation from both primary gender
groups. A minimal portion (1.2%) of respondents identified as “Other,” represented by the
number 1, signaling Coca-Cola's reach among gender-diverse individuals, although at a
limited scale. These results suggest that Coca-Cola’s sponsorship and event marketing efforts
attract a fairly balanced audience in terms of gender, with a slight edge in male participation.
4.2.3 Education Level of Respondents
The study examined the educational background of respondents to assess whether Coca-
Cola’s sponsorship and event marketing initiatives appeal to individuals with diverse

26
academic qualifications. Participants were asked to indicate their highest level of education.
The results are summarized in the table below:
Table 4.3: Education Level of Respondents
Education Level Number of Respondents Percentage (%)
High School or Lower 12 13.3%
Colleges and Technical school 26 28.9%
Undergraduate 38 42.2%
Postgraduate Degree 14 15.6%
Total 90 100%
Source: Field Data, 2025
The findings show that the largest group of respondents were college graduates, accounting
for 42.2% of the total and represented by the even number 38. This indicates that Coca-
Cola’s marketing efforts resonate strongly with well-educated individuals. Respondents with
some college or technical education made up 28.9% (represented by 26), followed by
postgraduate degree holders at 15.6% (14), suggesting meaningful engagement across higher
academic levels. Those with high school education or below constituted the smallest group at
13.3%, represented by 12. These insights imply that Coca-Cola’s sponsorship and event
marketing strategies are especially effective among individuals with college-level education
or higher, possibly due to their increased exposure to brand-driven experiences and events.
4.3 Sponsorship Activities
This section presents respondents’ experiences and recall of Coca-Cola’s sponsorship
initiatives in Mbeya. It helps determine the level of consumer exposure to Coca-Cola’s
marketing through event sponsorships.
4.3.1 Attendance at Coca-Cola Sponsored Events
The study aimed to determine the extent to which respondents had attended Coca-Cola-
sponsored events in Mbeya over the past year. This information is crucial in assessing the
exposure level of consumers to the brand’s sponsorship initiatives.

27
 ATTENDANCE AT COCACOLA SPONSORED EVENTS

68.90%

YES
NO

31.10%

Figure 4.2: Attendance at Coca-Cola Sponsored Events

Source: Field Data, 2025
The findings show that 62 (68.9%) of respondents attended Coca-Cola-sponsored events
within the past year, indicating a high level of exposure to the brand's sponsorship initiatives.
This demonstrates the effectiveness of Coca-Cola’s community-oriented marketing approach
in reaching and engaging consumers. One marketing officer at Coca-Cola Mbeya stated,
“Our goal is to ensure that our brand becomes a part of people’s everyday
celebrations, from concerts to sports—it’s about emotional connection.”
This aligns with recent findings by Chukwu et al. (2023), who concluded that consistent
brand presence at community events significantly enhances consumer engagement and brand
recall.
4.3.2 Types of Events Sponsored by Coca-Cola
Respondents were also asked to recall the types of events they associated with Coca-Cola
sponsorship. This helped to identify which event categories were most memorable or
impactful to the audience.

28
Table 4.4: Types of Coca-Cola Sponsored Events Recalled
Event Type Number of Respondents Percentage (%)
Sports Events 36 42.2%
Music Concerts 28 28.9%
Community Events 14 15.6%
Cultural Events 8 8.9%
Others(specified) 4 4.4%
Total 90 100%
Source: Field Data, 2025
Sports events were the most frequently recalled (42.2%), followed by music concerts
(28.9%), showing Coca-Cola’s strategic focus on high-energy, youth-driven experiences.
Community and cultural events, although less recalled, still reflect efforts to reach varied
segments. As one event attendee noted,
“I remember the Coca-Cola cup tournament—it was well-organized and brought the
whole neighborhood together.”
This supports the findings of Nguyen & Pham (2022), who emphasize that brand presence in
social and recreational settings fosters emotional loyalty, especially among youth
demographics.
4.3.3 Influence of Sponsorship Activities on Brand Awareness
The study aimed to assess the extent to which Coca-Cola’s sponsorship activities influence
brand awareness among consumers in Mbeya. Respondents were asked to rate the level of
influence these activities had on their awareness of the Coca-Cola brand.

29
 Level of Influence
40.00% 36.70%
33.30%
35.00%

30.00%

25.00% 21.10%

20.00%

15.00%

10.00% 5.70%
3.30%
5.00%

0.00%
Very Low Low Influence Moderate High Influence Very High
Influence Influence Influence
Level of Influence

Figure 4.3: Influence of Sponsorship Activities on Brand Awareness

Source: Field Data, 2025
The data shows that a combined 33 (70.0%) of respondents indicated that Coca-Cola's
sponsorship activities had either a high 33 (36.7%) or very high 30 (33.3%) influence on their
brand awareness. Moderate influence was reported by 19 (21.1%), while only8 (8.9%)
indicated low or very low influence. This highlights the strong impact that consistent event
sponsorship can have on enhancing brand visibility.
An interviewed Coca-Cola promotions coordinator remarked,
“Our visibility at events is intentional—we make sure the logo, the vibe, and the
experience all leave a lasting impression.”
This aligns with findings by Osei and Boateng (2021), who concluded that strategic
sponsorships, especially in youth-centric events, significantly boost brand recall and
consumer awareness.
4.4 Event Marketing
This section explores respondents’ participation in event marketing activities organized by
Coca-Cola Mbeya and evaluates the perceived impact of such activities on consumer
engagement with the brand.
4.4.1 Participation in Coca-Cola Event Marketing Activities
Respondents were asked whether they had participated in any event marketing activities
organized by Coca-Cola Mbeya in the past year.

30
Table 4.5: Participation in Coca-Cola Event Marketing Activities
Response Number of Respondents Percentage (%)
Yes 54 60%
No 36 40%
Total 90 100%
Source: Field Data, 2025
The results show that 60.0% of the respondents had participated in Coca-Cola's event
marketing activities, indicating strong consumer engagement with the brand’s interactive
efforts. The remaining 40.0% had not participated, suggesting an opportunity for Coca-Cola
to expand its reach. An interviewed participant shared,
“Their presence at social events, especially with giveaways and challenges, makes
people feel like part of the brand.”
These findings align with Mwangi and Karanja (2023), who found that consumer
participation in experiential marketing activities positively correlates with stronger brand
relationships.
4.4.2 Types of Event Marketing Activities Experienced
Respondents were further asked to identify the types of event marketing activities they had
experienced with Coca-Cola Mbeya.
Table 4.6: Types of Coca-Cola Event Marketing Activities Experienced
Event Marketing Activities Number of Respondents Percentage (%)
Product Sampling 41 45.6%
Interactive game/content 27 30.0%
Social Media Campaigns 12 13.3%
Celebrity Endorsements 7 7.8%
Others (specied) 3 3.3%
Total 90 100%
Source: Field Data, 2025
The data indicates that product sampling (45.6%) was the most common activity experienced,
followed by interactive games and contests (30.0%). Social media campaigns and celebrity
endorsements were less commonly mentioned. This implies that Coca-Cola’s physical
presence at events remains a powerful marketing tool. One respondent remarked, “I still
remember tasting a new flavor during their roadshow—it was fun and convincing.” This

31
supports Ndung’u and Otieno (2021), who concluded that sensory and participatory
experiences significantly enhance emotional engagement and recall.
4.4.3 Influence of Event Marketing on Brand Engagement
The study also assessed how much event marketing activities influenced participants’
engagement with the Coca-Cola brand.

40.00%
34.40%
35.00%

30.00%

25.00%
20.00%
20.00%

15.00%

10.00% 7.80%
4.40%
5.00%

0.00%
Very Low Influence Low Influence Moderate Influence High Influence
Level of Influence

Figure 4.4: Influence of Event Marketing Activities on Brand Engagement

Source: Field Data, 2025
The majority of respondents indicated either high 31 (34.4%) or very high influence 30
(33.3%) from Coca-Cola’s event marketing on their brand engagement. Only 11 (12.2%)
reported low or very low influence. This demonstrates that Coca-Cola’s strategic use of event
marketing is effective in capturing consumer interest and encouraging ongoing interaction. A
Coca-Cola field promoter affirmed,
“When people have fun with the brand, they talk about it, post it, and come back for
more.”
This is consistent with the findings by Singh and Prasad (2022), who noted that experiential
marketing significantly strengthens emotional connections and fosters repeat brand
interactions.
4.5 Brand Awareness
This section evaluates how Coca-Cola’s sponsorship and event marketing activities have
influenced brand awareness among respondents. Participants were asked to indicate their
level of agreement with key statements regarding brand recognition and influence.

32
Table 4.7: Influence of Coca-Cola’s Sponsorship on Brand Awareness
Statement Response Number of Percentage
Respondents (%)
Coca-Cola’s sponsorship of events Strong Disagreed 2 2.2%
has increased my awareness of their Disagree 4 4.4%
brand. Neutral 13 14.4%
Agreed 37 41.1%
Strong Agreed 34 37.8%
Total 90 100%
After attending Coca-Cola-sponsored Strong Disagreed 3 3.3%
events, I can recall their logo and Disagree 5 5.6%
advertisements more easily. Neutral 15 16.7%
Agreed 36 40.0%
Strong Agreed 31 34.4%
Total 90 100%
The sponsorship of events by Coca- Strong Disagreed 4 4.4%
Cola has made me more likely to Disagree 6 6.7%
purchase their products. Neutral 19 21.1%
Agreed 33 36.7
Strong Agreed 28 31.1%
Total 90 100%
Source: Field Data, 2025
The findings reveal that Coca-Cola's sponsorship activities have a strong impact on brand
awareness. For instance, 78.9% of respondents (71 out of 90) agreed or strongly agreed that
Coca-Cola’s sponsorship increased their brand awareness. Similarly, 74.4% (67 respondents)
agreed or strongly agreed that they could recall the brand’s logo and advertisements more
easily after attending Coca-Cola-sponsored events. Furthermore, 67.8% (61 respondents)
reported being more likely to purchase Coca-Cola products as a result of these sponsorships.
An interviewee explained,

33
 “Whenever I attend an event sponsored by Coca-Cola, their presence is
unforgettable—from branded tents to energetic staff. It makes the brand stick with you
even after the event ends.”
This aligns with findings by Owino & Mwangi (2023), who reported that brand event
participation significantly enhances brand salience and purchase intention, especially in fast-
moving consumer goods (FMCG) sectors in East Africa. The consistent results here affirm
that Coca-Cola’s event-driven strategies in Mbeya are effective in fostering both awareness
and consumer action.
4.6 Consumer Engagement
This section explores the extent to which Coca-Cola’s sponsorship and marketing activities
have fostered stronger consumer engagement. Respondents were asked to indicate their level
of agreement with key statements.
Table 4.8: Influence of Coca-Cola’s Activities on Consumer Engagement
Statement Response Number of Percentage
Respondents (%)
I feel more connected to Coca-Cola Strong Disagreed 3 3.3%
as a brand after attending their Disagreed 4 4.4%
sponsored events. Neutral 14 15.6%
Agreed 40 44.4%
Strong Agreed 29 32.2%
Total 90 100%
Coca-Cola’s marketing activities Strong Disagreed 2 2.2%
have influenced my decision to Disagreed 6 6.7%
engage with the brand (e.g., Neutral 12 13.3%
following on social media, Agreed 38 42.2%
purchasing more frequently). Strong Agreed 32 35.6%
Total 90 100%
Source: Field Data, 2025
The findings show that Coca-Cola’s marketing and event activities have positively impacted
consumer engagement. A combined 76.6% of respondents agreed or strongly agreed that they
feel more connected to the brand after attending its sponsored events. Likewise, 77.8%
reported increased brand engagement such as social media interaction and frequent product
purchases.

34
One participant emphasized,
“After participating in their campus tour event, I started following Coca-Cola on
Instagram and actually began buying it more often—it just feels like a brand that gets
involved with our lifestyle.”
This supports the conclusions of Mutuku & Ouma (2022), who found that experiential
marketing significantly boosts brand engagement and emotional loyalty among youth in Sub-
Saharan Africa. The consistency between this study and current literature underscores the
effectiveness of Coca-Cola’s engagement strategies in Mbeya.

35
 CHAPTER FIVE
CONCLUSION AND RECOMMENDATIONS
5.0 Introduction
This chapter provides a summary of the research findings, the conclusions drawn from these
findings, and recommendations based on the study on the impact of sponsorship and event
marketing on brand awareness and consumer engagement in the manufacturing industry. The
case study of Coca-Cola Mbeya serves as the context for understanding how these marketing
strategies contribute to building brand visibility and fostering consumer relationships. By
revisiting the study objectives, the chapter aims to encapsulate the key outcomes, draw
conclusions based on the data analyzed, and offer strategic suggestions for improving Coca-
Cola's marketing practices.
5.1 Summary of the Study
The study aimed to assess the impact of sponsorship and event marketing on brand awareness
and consumer engagement within Coca-Cola’s operations in Mbeya. The primary objectives
were to determine the extent to which Coca-Cola’s sponsorship activities influence consumer
awareness, identify the types of events that have the greatest impact on brand recall, and
evaluate how event marketing influences consumer engagement with the brand.
The research adopted a quantitative approach, utilizing questionnaires to collect data from 90
respondents, including Coca-Cola consumers and event participants. The results indicated a
strong positive correlation between Coca-Cola’s sponsorship of events and increased brand
awareness. A significant 68.9% of participants had attended Coca-Cola-sponsored events,
with sports events being the most recalled type of event. The study also revealed that event
marketing activities, such as product sampling and interactive games, had a profound effect
on enhancing consumer engagement, with 76.6% of respondents feeling more connected to
the brand after attending sponsored events.
Additionally, the study found that a majority of respondents (70.0%) considered Coca-Cola’s
sponsorship activities to have a high or very high influence on their awareness of the brand,
indicating the effectiveness of sponsorship in improving brand visibility. The research also
emphasized the role of experiential marketing, as highlighted by the 77.8% of respondents
who reported increased engagement with the brand, such as following Coca-Cola on social
media and making repeat purchases.

36
5.2 Conclusion
This study aimed to assess the impact of Coca-Cola's sponsorship and event marketing
activities on brand awareness and consumer engagement within the manufacturing industry,
focusing on the Mbeya region. The findings offer valuable insights into the effectiveness of
Coca-Cola's strategies in reaching its target audience and strengthening its position in the
market.
The research found that Coca-Cola's active participation in sponsored events, particularly in
sports and music, significantly contributes to enhancing brand awareness. Over 68% of
respondents attended Coca-Cola-sponsored events in the past year, with sports events being
the most memorable. This high level of attendance indicates that Coca-Cola’s community-
based sponsorship approach effectively increases exposure and encourages positive brand
associations. The combination of engaging in local events with high consumer participation
and ensuring that these events align with the interests and preferences of the target audience
strengthens the brand’s presence in consumers’ minds.
In terms of consumer engagement, Coca-Cola’s event marketing activities, such as product
sampling, interactive games, and social media campaigns, were found to play a crucial role in
fostering greater involvement with the brand. About 60% of respondents participated in these
activities, demonstrating a strong consumer interest in Coca-Cola’s interactive marketing
efforts. These activities not only create memorable experiences for consumers but also
encourage direct interactions with the brand, which is vital for building long-term customer
relationships. Notably, product sampling emerged as the most effective method for engaging
consumers, followed by interactive games. These hands-on experiences allow consumers to
connect with the brand on a deeper level, making them feel more involved in the brand’s
story.
Moreover, the study highlighted that the influence of Coca-Cola's event marketing on
consumer behavior is substantial. A large proportion of respondents indicated that their brand
engagement had increased due to their participation in Coca-Cola's events. This suggests that
Coca-Cola’s event marketing activities are successful in fostering emotional connections with
consumers, which directly impacts their purchasing decisions and long-term loyalty. By
combining experiential marketing with community involvement, Coca-Cola has been able to
cultivate a positive brand image and boost consumer retention.
In conclusion, Coca-Cola’s sponsorship and event marketing efforts in Mbeya have proven to
be highly effective in achieving the dual goals of increasing brand awareness and enhancing
consumer engagement. The strategic selection of event types, such as sports and music

37
events, and the integration of interactive marketing techniques, such as product sampling and
social media engagement, have significantly improved Coca-Cola's visibility and
strengthened its emotional connection with the target audience. As the study shows, these
marketing practices are not only successful in the short term but also build a foundation for
sustained consumer loyalty, making Coca-Cola’s sponsorship and event marketing a critical
component of its marketing strategy in the region.
5.3 Recommendations of the Study
Based on the findings of this study, both theoretical and practical recommendations are
provided to enhance the impact of Coca-Cola’s sponsorship and event marketing strategies in
the Mbeya region, and potentially beyond. These recommendations are derived from the
study’s results and aim to help Coca-Cola refine its marketing approach for better brand
awareness and consumer engagement outcomes.
5.3.1 Theoretical Recommendations
Further Exploration of Emotional Branding: The study revealed that consumer
engagement was significantly influenced by emotional connections established during
sponsored events. Further research could explore the role of emotional branding in
sponsorship and event marketing, focusing on how deeper emotional engagement translates
into long-term brand loyalty. This could be particularly useful in refining marketing
strategies, as it would offer a deeper understanding of the psychological mechanisms behind
consumer behavior in event-driven marketing.
Integration of Social Media Engagement with Real-Life Events: The study found a strong
correlation between in-person event participation and social media engagement.
Theoretically, this suggests that modern consumers expect an integrated marketing approach.
Future studies could investigate how digital platforms amplify the impact of physical events
and sponsorships. By understanding the synergy between offline and online marketing
strategies, Coca-Cola and other brands can optimize their sponsorship and event marketing
efforts to create a seamless consumer experience.
Cross-Cultural Consumer Engagement: Coca-Cola’s success in Mbeya, through
sponsorship and event marketing, offers a case study in the impact of local culture on
marketing effectiveness. Researchers could explore how cultural factors influence consumer
responses to sponsored events and marketing campaigns. The findings could offer insights
into tailoring sponsorship activities to better align with local values, traditions, and interests
in different geographical regions, improving the relevance of marketing strategies.

38
5.3.2 Practical Recommendations
Increase the Variety of Sponsored Events: While sports and music events were identified
as key drivers of brand awareness and engagement, Coca-Cola could expand its sponsorship
portfolio to include a wider variety of events that appeal to diverse consumer segments. This
could include community events, educational initiatives, and environmental sustainability
programs. Diversifying the types of sponsored events can broaden the brand’s reach and
create stronger connections with different consumer groups, increasing overall brand loyalty.
Enhance Digital Engagement During Events: The study highlighted that event marketing
activities, such as product sampling and interactive games, were particularly effective in
engaging consumers. However, Coca-Cola could further enhance these efforts by
incorporating more digital engagement strategies during events. For example, using event-
specific hashtags, live social media updates, or interactive event apps could help create a
more immersive experience for attendees and extend the reach of the event beyond those
physically present.
Leverage Consumer Feedback for Continuous Improvement: Given the importance of
consumer engagement in Coca-Cola’s marketing strategy, it is crucial that Coca-Cola
establishes mechanisms for continuous feedback from participants in its sponsored events.
Regular surveys, focus groups, and social media listening campaigns can provide valuable
insights into consumer preferences and perceptions. This feedback will enable Coca-Cola to
fine-tune its event marketing activities and better tailor its messaging to resonate with its
target audience.
5.4 Areas for Further Studies
This study has provided valuable insights into the impact of sponsorship and event marketing
on brand awareness and consumer engagement in the context of Coca-Cola in Mbeya.
However, there are several areas that warrant further investigation to deepen understanding
and expand the scope of the research. Future studies could explore the following areas:
Long-Term Impact of Sponsorship on Brand Loyalty
While this study focused on the immediate effects of sponsorship and event marketing on
brand awareness and consumer engagement, the long-term impact on brand loyalty remains
underexplored. Future research could track consumer behavior over a longer period to assess
how sustained exposure to sponsored events affects consumer loyalty and repurchase
intentions. This would provide a clearer picture of the lasting influence of event marketing
beyond initial engagement.

39
Comparative Analysis Across Different Regions
Coca-Cola’s sponsorship and event marketing strategies in Mbeya have been successful, but
how these strategies perform in different regions of Tanzania (or even internationally) is an
area for further exploration. A comparative study across various geographical regions could
reveal cultural, demographic, or economic differences in consumer engagement with event
marketing. This would help Coca-Cola tailor its strategies more effectively to different
markets.
Impact of Sponsorship on Consumer Perception of Brand Image
Although this study primarily focused on brand awareness and consumer engagement, it
would be beneficial to investigate how sponsorships influence consumer perception of Coca-
Cola’s overall brand image. Future research could examine how the types of events
sponsored (e.g., sports, cultural, environmental) shape consumer attitudes towards the brand
and its values. This would add a new dimension to understanding how event marketing can
enhance or alter the public image of the brand.
Influence of Event Marketing on Different Demographics
The study did not delve deeply into how different demographic groups (such as age, gender,
income, or educational level) respond to event marketing. Future research could investigate
the impact of sponsorship and event marketing on various demographic segments. For
instance, younger consumers may engage differently with branded events than older
generations, and income levels may influence how individuals perceive the value of a
sponsored event. Exploring these demographic factors can help Coca-Cola fine-tune its
marketing approach to cater to specific audience groups.
Digital and Virtual Event Marketing
With the rise of digital platforms and virtual events, it is important to examine how digital
and hybrid events impact brand awareness and consumer engagement. Future studies could
focus on the effectiveness of virtual sponsorships and online event marketing, especially
considering the increasing reliance on digital interactions post-pandemic. This research could
explore the synergies between physical and virtual event marketing, and how they can be
integrated for a more comprehensive consumer engagement strategy.

40
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 APPENDICES
Appendix 1: Questionnaires
This questionnaire aims to gather information on the influence of sponsorship and event
marketing activities on brand awareness and consumer engagement for Coca-Cola Mbeya.
Your responses will contribute to understanding how these strategies impact participants'
perceptions and experiences.
Section 1: Demographic Information
1. What is your age?
a. 18-24
b. 25-34
c. 35-44
d. 45-54
e. 55+
2. What is your gender?
a. Male
b. Female
c. Other
3. What is your highest level of education?
a. High school or lower
b. Some college/technical school
c. College graduate
d. Postgraduate
Section 2: Sponsorship Activities
4. Have you attended any events sponsored by Coca-Cola Mbeya in the past year?
a. Yes
b. No
5. Which types of events do you recall being sponsored by Coca-Cola Mbeya?
a. Sports events
b. Music concerts
c. Community events
d. Cultural events
e. Other (please specify).................................................................

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 6. How much do these sponsorship activities influence your awareness of the Coca-Cola
brand?
a. Very low influence
b. Low influence
c. Moderate influence
d. High influence
e. Very high influence
Section 3: Event Marketing
7. Have you participated in any event marketing activities organized by Coca-Cola
Mbeya in the past year?
a. Yes
b. No
8. Which types of event marketing activities have you experienced with Coca-Cola
Mbeya?
a. Product sampling
b. Interactive games/contests
c. Social media campaigns
d. Celebrity endorsements
e. Other (please specify)...........................................................
9. How much do these event marketing activities influence your engagement with the
Coca-Cola brand?
a. Very low influence
b. Low influence
c. Moderate influence
d. High influence
e. Very high influence

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Section 4: Brand Awareness
10. (Please indicate your level of agreement with the following statements)
Statement Strong Disagree Neutral Agree Strong
Disagree Agree
Coca-Cola’s sponsorship of events has
increased my awareness of their brand.
After attending Coca-Cola-sponsored
events, I can recall their logo and
advertisements more easily.
The sponsorship of events by Coca-Cola
has made me more likely to purchase
their products.

Section 5: Consumer Engagement

(Please indicate your level of agreement with the following statements)
11. I feel more connected to Coca-Cola as a brand after attending their sponsored events.
[ ] Strongly Disagree
[ ] Disagree
[ ] Neutral
[ ] Agree
[ ] Strongly Agree
12. Coca-Cola’s marketing activities have influenced my decision to engage with the
brand (e.g., following on social media, purchasing more frequently).
[ ] Strongly Disagree
[ ] Disagree
[ ] Neutral
[ ] Agree
[ ] Strongly Agree
13. Do you engage with Coca-Cola on social media or through other digital channels?
[ ] Yes, frequently
[ ] Yes, occasionally
[ ] No
Thank you very much for your time and participation!

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Appendix 2 Interview Guide

1. How would you describe Coca-Cola's sponsorship and event marketing strategies in
Mbeya? What objectives do they aim to achieve?
2. From your perspective, how do Coca-Cola's sponsorship and event marketing
activities impact consumer awareness of their products?
3. Can you share any specific examples of Coca-Cola-sponsored events that you believe
had a significant impact on consumer engagement? Why do you think those events
were successful?
4. How does Coca-Cola measure the effectiveness of its sponsorship and event
marketing in terms of increasing brand awareness and consumer loyalty?
5. What challenges does Coca-Cola face in utilizing sponsorship and event marketing to
engage consumers effectively? How do you think these challenges can be addressed?
6. In your opinion, what role does sponsorship and event marketing play in building
long-term relationships between Coca-Cola and its consumers?

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