The effectiveness of art venue sponsorship: An attribution perspective

Publisher:
Henry Stewart
Publication Type:
Journal Article
Citation:
Journal of Sponsorship, 2008, 1 (3), pp. 274 - 285
Issue Date:
2008-01
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There are few guidelines regarding the relative effectiveness of different types of art event sponsorship. Based on two experimental designs, this study investigates whether high art or popular art event sponsorship is most effective in improving sponsorship programme evaluation, the credibility of the sponsor and intentions to purchase the sponsor's products. In addition, the effect of the type of art event (ie high versus popular art) on sponsorship effectiveness is examined across different degrees of congruence between the event and the sponsor. With respect to the image of the sponsor, the results show that when the commercial intent of the sponsor is explicit, it is more appropriate to sponsor a popular event than a high art event, whereas the opposite is true when commercial intent is more subtle. Regarding consumers' intention to purchase the sponsor's products, however, sponsoring a high art event leads to better results than sponsoring a popular event in all cases. Managerial implications and directions for further research are discussed on the basis of these results.
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