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.

Art for the Sake of the Corporation: Audi, BMW Group, DaimlerChrysler, Montblanc, Siemens, and Volkswagen Help Explore the Effect of Sponsorship on Corporate Reputations

Manfred Schwaiger

Ludwig-Maximilians-University of Munich

Marko Sarstedt

Institute for Market-Based Management, Ludwig-Maximilians-University of Munich

Charles R. Taylor

Villanova School of Business

INTRODUCTION

The problem of diminishing efficiency of traditional advertising due to a more cluttered environment has given rise to the increased use of other forms of promotion in an effort to achieve company objectives (Ha and McCann, 2008; Sung, de Gregorio, and Jung, 2009). Corporate sponsorship programs are one tool that has become an increasingly...

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