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| Tekijä: | Colbert, F. d'Astous, A. Parmentier, M-A. |
| Otsikko: | Consumer perception of private versus public sponsorship of the arts |
| Lehti: | International Journal of Arts Management
2005 : FALL; VOL 8:1, p. 48-60 |
| Asiasana: | Arts Culture Sponsorship Consumer behaviour Canada Europe |
| Kieli: | eng |
| Tiivistelmä: | This article reports the results of an experimental study examining the impact of three types of sponsor, that is, a private company (hereafter as: p-comps.), a Crown corporation (here as: C-corps.), and a government ministry or department (here as: publs.), on consumers' evaluation of cultural sponsorships (here as: s-ships). The most appreciated s-ships. were those associated with p-comps., followed by C-corps. and publs., respectively. Philanthropic as well as performing arts s-ships. were rated more highly than commercial and heritage arts s-ships. The hypothesis of a positive impact of the sponsor-event link was not supported. |
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