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...
| Main Authors: | , , |
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| Language: | English |
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2010
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| Online Access: | http://ezproxy.villanova.edu/login?url=https://digital.library.villanova.edu/Item/vudl:178812 |