IMPACT OF CORPORATE PHILANTHROPY ON PERFORMANCE OF SELECTED POLITICAL PARTIES IN SOUTHEAST, NIGERIA

IMPACT OF CORPORATE
PHILANTHROPY ON
PERFORMANCE OF SELECTED
POLITICAL PARTIES IN
SOUTHEAST, NIGERIA
Flint Ikechukwu Obiekwe and Shed C.
Moguluwa
Department of Marketing, University of
Nigeria, Enugu Campus.
obiflint@yahoo.com
ABSTRACT
This study examines the impact of corporate
philanthropy (CP) on the performance of
selected political parties in South East,
Nigeria. The research design adopted was a
descriptive survey design. The main
instrument used for data collection was
questionnaire. The population consisted of
7,423 members/officials of the three
randomly selected political parties (APC, PDP,
APGA) in the South East Nigeria. A total
sample size of 555 was drawn from the
population. The hypothesis formulated was
tested using Friedman chi-square statistics.
The finding indicates that corporate
philanthropy improved the performance of
political organizations in South East, Nigeria.
It was advised that political organizations'
corporate philanthropy should ideally be
driven by strategic considerations. This is not
to dismiss the other motivations for corporate
philanthropy. Hence, the altruistic motives
which expect nothing in return for a
philanthropic gift other than social
advancement, should dominate the thinking
in political parties. Keywords: Political
Institutions, Party Officials, Corporate
Philanthropy,
Altruistic Motives

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