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 visible element in the marketing communications mix (Cornwell, 2008; Poon and Prendergast, 2006; Wakefield, Becker-Olsen, and Cornwell, 2007). Although sports events are still the predominant area of sponsorship, cultural events have attracted increased attention during the last few decades.