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Art Sponsorship Success: An Empirical Investigation into Sponsor Recall and the Ambiguous Role of Visitors' Involvement

机译：艺术赞助成功：对召回赞助商和访客参与歧义作用的实证研究

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摘要

This paper investigates the success of corporate art sponsorships with a special focus on sponsor recall and visitors' involvement. A field experiment provides interesting insights into the relationship between two different types of visitors' involvement and the sponsor's corporate image, reputation and trust. While situational (i. e., art exhibition) involvement leads to more positive image ratings for the sponsor, high enduring art involvement has a negative effect. This latter negative relationship does not exist for those visitors who can recall the sponsor. Conversely, from the sponsee's (i. e., museum's) perspective, both art exhibition and art involvement have positive effects. Art exhibition involvement positively influences the sponsee's reputation and art involvement positively affects the sponsee's image and reputation. The results further show that visitors' ratings of corporate image, reputation, and trust are higher among those visitors who can recall the sponsor after their museum visit. The findings provide a rich basis for deriving implications for the design of art sponsorships and for art sponsorships as a marketing communication tool.
机译：本文研究了企业艺术品赞助的成功，特别关注赞助商召回和参观者的参与。现场实验对两种不同类型的访客参与与赞助商的公司形象，声誉和信任之间的关系提供了有趣的见解。尽管情境（即，艺术展览）的参与为赞助者带来了更高的正面图像评级，但是持久的艺术参与却具有负面影响。对于那些可以回忆起赞助商的访客而言，后一种负面关系并不存在。相反，从赞助人（即博物馆）的角度来看，艺术展览和艺术参与都具有积极作用。艺术展览的参与会积极影响受访者的声誉，艺术参与会影响到受访者的形象和声誉。结果进一步表明，在博物馆参观后可以召回赞助商的访问者中，访问者对公司形象，声誉和信任的评价较高。这些发现为推导艺术赞助设计和将艺术赞助作为营销传播工具提供了丰富的基础。

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