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Journal of Nonprofit & Public Sector Marketing Volume 31, 2019 - Issue 4

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Arts Sponsorship Versus Sports Sponsorship: Which Is Better for Marketing Strategy?

Giulio ToscaniKTH, Royal Institute of Technology, Industrial Economics and Management, Stockholm, SwedenCorrespondence[email protected]

https://orcid.org/0000-0002-1289-4510

Gerard PrendergastDepartment of Marketing, Hong Kong Baptist University, Kowloon Tong, Hong Kong

https://orcid.org/0000-0002-3900-2850

Pages 428-450 | Received 20 Oct 2017, Accepted 31 Jul 2018, Published online: 09 Oct 2018

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https://doi.org/10.1080/10495142.2018.1526748
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Jihye Jung, Minjung Kim & Jiwon Suh. (2022) The scope of “marketing” research in the nonprofit sector: Lessons from the last 20 years literature. Journal of Philanthropy and Marketing 28:4.
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Robert P. Ormrod. 2022. The Palgrave Encyclopedia of Interest Groups, Lobbying and Public Affairs. The Palgrave Encyclopedia of Interest Groups, Lobbying and Public Affairs 217 221 .

Verena Batt, Matthias Holzer, Manfred Bruhn & Sven Tuzovic. (2021) Effects of sponsorship quality and quantity on employee brand behavior. Journal of Brand Management 28:5, pages 495-509.
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Luigi Dolores, Maria Macchiaroli & Gianluigi De Mare. (2021) Sponsorship’s Financial Sustainability for Cultural Conservation and Enhancement Strategies: An Innovative Model for Sponsees and Sponsors. Sustainability 13:16, pages 9070.
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Sheng Yuan. (2021) Comparing International Communication of Corporate Social Responsibility by Chinese and Korean Firms on Social Media. IEEE Transactions on Professional Communication 64:2, pages 154-169.
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Do Young Pyun, Heetae Cho & Ho Keat Leng. (2020) Applicability of belief measures for advertising to sponsorship in sport. International Journal of Sports Marketing and Sponsorship 21:2, pages 351-369.
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Robert P. Ormrod. 2020. The Palgrave Encyclopedia of Interest Groups, Lobbying and Public Affairs. The Palgrave Encyclopedia of Interest Groups, Lobbying and Public Affairs 1 5 .

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