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
Published: 2010
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