Consumer Response to Sponsorships of the Performing Arts

Abstract

This study examines the perceptions that patrons of performing arts have regarding sponsors of the performing arts. Surveying patrons at shows of a medium-sized dance production company revealed favorable responses to sponsors of the performing arts, especially among those patrons who had a higher attachment to the show. The findings provide interesting implications for companies interested in pursuing their target consumers through sponsorship partnerships with performing arts organizations and shows.

KEYWORDS:

• consumer behavior
• performing arts
• sponsorships

Notes

∗Indicates that difference is significant at p < .05.