Art for the sake of the corporation: Audi, BMW Group, DaimlerChrysler, Montblanc, Siemens, and Volkswagen help explore the effect of sponsorship on corporate reputations.

Art for the sake of the corporation: Audi, BMW Group, DaimlerChrysler, Montblanc, Siemens, and Volkswagen help explore the effect of sponsorship on corporate reputations.

This article examines whether exposure to a company's sponsorship of cultural activities such as 'high-brow' arts- including classical music, literature, art exhibitions, and museums- provides a long-term increase in the general public's assessment of corporate reputation. As corporate reputation ha...

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Bibliographic Details
Main Authors: Schwaiger, Manfred., Sarstedt, Marko., Taylor, Charles.
Format: Villanova Faculty Authorship
Language:English
Published: 2010
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spelling Art for the sake of the corporation: Audi, BMW Group, DaimlerChrysler, Montblanc, Siemens, and Volkswagen help explore the effect of sponsorship on corporate reputations.
Schwaiger, Manfred.
Sarstedt, Marko.
Taylor, Charles.
This article examines whether exposure to a company's sponsorship of cultural activities such as 'high-brow' arts- including classical music, literature, art exhibitions, and museums- provides a long-term increase in the general public's assessment of corporate reputation. As corporate reputation has been found by previous studies to be composed of two primary dimensions (i.e., the likeability of the firm, the competence of the firm), it is of particular interest to examine whether sponsorship of cultural events affects one or both of these dimensions. A two-dimensional model of image transfer is used as the theoretical basis for a study of more than 3,000 German consumers conducted in collaboration with 10 major multinational companies (e.g., BMW Group and Siemens). Results show that some significant effects of culture-sponsoring activities can be demonstrated for the likeability dimension of corporate reputation and some of its antecedents. However, no significant link between culture sponsorships and consumer perceptions of firm competence is found.
2010
Villanova Faculty Authorship
vudl:178812
Journal of Advertising Research 50(1), 2010, 77-90.
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dc.creator_txt_mv Schwaiger, Manfred.
Sarstedt, Marko.
Taylor, Charles.
dc.description_txt_mv This article examines whether exposure to a company's sponsorship of cultural activities such as 'high-brow' arts- including classical music, literature, art exhibitions, and museums- provides a long-term increase in the general public's assessment of corporate reputation. As corporate reputation has been found by previous studies to be composed of two primary dimensions (i.e., the likeability of the firm, the competence of the firm), it is of particular interest to examine whether sponsorship of cultural events affects one or both of these dimensions. A two-dimensional model of image transfer is used as the theoretical basis for a study of more than 3,000 German consumers conducted in collaboration with 10 major multinational companies (e.g., BMW Group and Siemens). Results show that some significant effects of culture-sponsoring activities can be demonstrated for the likeability dimension of corporate reputation and some of its antecedents. However, no significant link between culture sponsorships and consumer perceptions of firm competence is found.
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author Schwaiger, Manfred.
Sarstedt, Marko.
Taylor, Charles.
spellingShingle Schwaiger, Manfred.
Sarstedt, Marko.
Taylor, Charles.
Art for the sake of the corporation: Audi, BMW Group, DaimlerChrysler, Montblanc, Siemens, and Volkswagen help explore the effect of sponsorship on corporate reputations.
author_facet Schwaiger, Manfred.
Sarstedt, Marko.
Taylor, Charles.
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description This article examines whether exposure to a company's sponsorship of cultural activities such as 'high-brow' arts- including classical music, literature, art exhibitions, and museums- provides a long-term increase in the general public's assessment of corporate reputation. As corporate reputation has been found by previous studies to be composed of two primary dimensions (i.e., the likeability of the firm, the competence of the firm), it is of particular interest to examine whether sponsorship of cultural events affects one or both of these dimensions. A two-dimensional model of image transfer is used as the theoretical basis for a study of more than 3,000 German consumers conducted in collaboration with 10 major multinational companies (e.g., BMW Group and Siemens). Results show that some significant effects of culture-sponsoring activities can be demonstrated for the likeability dimension of corporate reputation and some of its antecedents. However, no significant link between culture sponsorships and consumer perceptions of firm competence is found.
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.
title_full Art for the sake of the corporation: Audi, BMW Group, DaimlerChrysler, Montblanc, Siemens, and Volkswagen help explore the effect of sponsorship on corporate reputations.
title_fullStr Art for the sake of the corporation: Audi, BMW Group, DaimlerChrysler, Montblanc, Siemens, and Volkswagen help explore the effect of sponsorship on corporate reputations.
title_full_unstemmed Art for the sake of the corporation: Audi, BMW Group, DaimlerChrysler, Montblanc, Siemens, and Volkswagen help explore the effect of sponsorship on corporate reputations.
title_short Art for the sake of the corporation: Audi, BMW Group, DaimlerChrysler, Montblanc, Siemens, and Volkswagen help explore the effect of sponsorship on corporate reputations.
title_sort art for the sake of the corporation: audi, bmw group, daimlerchrysler, montblanc, siemens, and volkswagen help explore the effect of sponsorship on corporate reputations.
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