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首页> 外文期刊>Journal of advertising research >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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Art for the Sake of the Corporation Audi, BMW Group, DaimlerChrysler, Montblanc, Siemens, and Volkswagen Help Explore the Effect of Sponsorship on Corporate Reputations

机译：奥迪，宝马集团，戴姆勒克莱斯勒，万宝龙，西门子和大众汽车公司的艺术宗旨有助于探索赞助对企业声誉的影响

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摘要

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.
机译：本文研究了是否接触公司赞助的文化活动（例如古典音乐，文学，艺术展览和博物馆等“高调”艺术）是否可以长期提高公众对公司声誉的评估。由于先前的研究发现公司声誉是由两个主要方面组成的（即，公司的可喜程度，公司的能力），因此特别重要的是研究文化活动的赞助是否会影响这两个方面中的一个或两个尺寸。二维图像传输模型被用作与10家大型跨国公司（例如BMW集团和西门子）合作对3,000多名德国消费者进行研究的理论基础。结果表明，对于公司声誉及其某些前因的可喜度，文化赞助活动具有显着影响。但是，没有发现文化赞助与消费者对公司能力的看法之间存在显着联系。

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