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THE DECISION PROCESS INVOLVED IN CORPORATE SPONSORSHIP FOR THE ARTS

Normand Turgeon and François Colbert
Journal of Cultural Economics
Vol. 16, No. 1 (June, 1992), pp. 41-51
Published by: Springer
Stable URL: http://www.jstor.org/stable/41810470
Page Count: 11
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THE DECISION PROCESS INVOLVED IN CORPORATE SPONSORSHIP FOR THE ARTS
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Abstract

Arts sponsorship is being used increasingly by businesses as a marketing communication device. Sponsors can choose from an array of activities and events, and the choice of a particular sponsorship is based on a decision-making process. Three components, that is the decision-making unit, the decision-making criteria and the decisionmaking outcome, were found to be important in this research. As regards decision-making criteria, a content analysis of reports on nine sponsored events revealed that the effect-related category (corporate objectives, product related objectives, and sales related objectives was the most important for Canadian arts supporters.

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