search query: @indexterm Multinational companies / total: 2251
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| Author: | Schwaiger, M. Sarstedt, M. Taylor, C. R. |
| Title: | Art for the sake of the corporation: Audi, BMW Group, DaimlerChrysler, Montblanc, Siemens, and Volkswagen help explore the effect of sponsorship on corporate reputations |
| Journal: | Journal of Advertising Research
2010 : MAR, VOL 50:1, p. 77-90 |
| Index terms: | sponsorship culture multinational companies corporate image |
| Language: | eng |
| Abstract: | The purpose of the article is to study the possible long-term effect of a company's sponsorship in cultural activities (seen here as arts such as classical music, literature, museums etc.) on its corporate reputation among general public. The authors examine the impact of cultural sponsorship activities on two dimensions of corporate reputation: the likeability and the competence of the firm. The results indicate that culture-sponsoring has a significant effect on a company's likeability, but no major effect on consumer perceptions of firm competence. |
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