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

Figures & data

Table 1. Interviewees.

	Interviewee’s position	Arts sponsee	Years	Country	Interview type	Language
1	Adjoined General Director	Theatre	4	Spain	Personal	Spanish
2	General Manager	Museum	3	Peru	Personal	English
3	Director Partnership Development	Dance	8,5	Singapore	Telephone	English
4	Executive Director, Institutional Relations	Museum	8	USA	Skype video	English
5	Sponsorship Director	Museum	8	Canada	Telephone	English
6	International Development	Museum	6	France	Telephone	English
7	Adjoined Director	Dance	10	Spain	Personal	English
8	Development Manager	Museum	6	UAE	Telephone	English
9	Director	Museum	4	Spain	Personal	English
10	Director	Museum	15	Panama	Personal	Spanish
11	Director	Museum	0,5	Guatemala	Personal	Spanish
12	Marketing Manager	Orchestra	4	Brasil	Personal	Spanish
13	Director of the Culture Department	Museum	12	Easter Island	Personal	Spanish
14	Institutional Relationships Coordinator	Theatre	4	Chile	Personal	Spanish
15	Head of Corporate Relations	Orchestra	17	Australia	Telephone	English
16	Marketing and Sponsorship Manager	Museum	11	Spain	Personal	English
17	Sponsorship & Partnership	Dance	7	Netherlands	Telephone	English
18	Senior Manager, Corporate Partnerships	Dance	20	Canada	Telephone	English
19	Director of External Relations	Dance	20	Australia	Telephone	English
20	Corporate Partnerships & Development Special Events	Museum	10	Canada	Telephone	English
21	Fund Raising, Sponsorship, & Events	Orchestra	8	Italy	Telephone	English
22	Sponsorship Director	Theatre	15	Spain	Personal	Spanish
23	Institutional Relationships Director	Museum	10	Chile	Personal	Spanish

Table

RANK	JOURNAL TITLE	IMPACT FACTOR	PAPERS ON SPONSORSHIP
1	ACADEMY OF MANAGEMENT REVIEW	7.288
2	ACADEMY OF MANAGEMENT JOURNAL	6.233
3	JOURNAL OF MANAGEMENT	6.051
4	ADMINISTRATIVE SCIENCE QUARTERLY	5.316
5	INTERNATIONAL JOURNAL OF MANAGEMENT REVIEWS	4.854
6	JOURNAL OF MANAGEMENT STUDIES	4.26
7	JOURNAL OF BUSINESS VENTURING	4.204
8	FAMILY BUSINESS REVIEW	4.147
9	ACADEMY OF MANAGEMENT PERSPECTIVES	3.94
10	JOURNAL OF MARKETING	3.885	1
11	JOURNAL OF THE ACADEMY OF MARKETING SCIENCE	3.744	7
12	JOURNAL OF INTERNATIONAL BUSINESS STUDIES	3.62
13	BUSINESS STRATEGY AND THE ENVIRONMENT	3.479
14	ENTREPRENEURSHIP THEORY AND PRACTICE	3.414
15	STRATEGIC MANAGEMENT JOURNAL	3.38
16	JOURNAL OF INTERACTIVE MARKETING	3.256
17	JOURNAL OF INTERNATIONAL MARKETING	3.25
18	JOURNAL OF CONSUMER RESEARCH	3.187	1
19	JOURNAL OF MARKETING RESEARCH	3.109	2
20	JOURNAL OF PRODUCT AND BRAND MANAGEMENT	3.017	1
21	JOURNAL OF ORGANIZATIONAL BEHAVIOR	2.986
22	LONG RANGE PLANNING	2.936
23	JOURNAL OF WORLD BUSINESS	2.811
24	SUPPLY CHAIN MANAGEMENT––AN INTERNATIONAL JOURNAL	2.731
25	TECHNOLOGICAL FORECASTING AND SOCIAL CHANGE	2.678
26	MARKETING THEORY	2.673
27	CONSUMPTION MARKETS & CULTURE	2.659
28	CORPORATE SOCIAL RESPONSIBILITY AND ENVIRONMENTAL MANAGEMENT	2.647
29	JOURNAL OF SERVICE RESEARCH	2.462	1
30	STRATEGIC ORGANIZATION	2.444
31	JOURNAL OF ADVERTISING	2.288	20
32	JOURNAL OF BUSINESS AND PSYCHOLOGY	2.25
33	HARVARD BUSINESS REVIEW	2.249	1
34	INTERNATIONAL SMALL BUSINESS JOURNAL	2.215
35	JOURNAL OF ENVIRONMENTAL ECONOMICS AND MANAGEMENT	2.197
36	BRITISH JOURNAL OF MANAGEMENT	2.188
37	CORPORATE GOVERNANCE––AN INTERNATIONAL REVIEW	2.169
38	ELECTRONIC COMMERCE RESEARCH AND APPLICATIONS	2.139
39	BUSINESS & SOCIETY	2.135
40	JOURNAL OF BUSINESS RESEARCH	2.129	10
41	MIT SLOAN MANAGEMENT REVIEW	2.114	1
42	JOURNAL OF PRODUCT INNOVATION MANAGEMENT	2.086
43	JOURNAL OF RETAILING	2.014
44	JOURNAL OF CONSUMER PSYCHOLOGY	2.009	1
45	INDUSTRIAL MARKETING MANAGEMENT	1.93	3
46	INTERNATIONAL JOURNAL OF ELECTRONIC COMMERCE	1.853
47	JOURNAL OF BUSINESS ETHICS	1.837	1
48	INTERNATIONAL JOURNAL OF RESEARCH IN MARKETING	1.833	1
49	STRATEGIC ENTREPRENEURSHIP JOURNAL	1.8
50	SMALL BUSINESS ECONOMICS	1.795
51	BUSINESS ETHICS QUARTERLY	1.735
52	INTERNATIONAL BUSINESS REVIEW	1.669
53	MARKETING SCIENCE	1.647
54	ENTREPRENEURSHIP AND REGIONAL DEVELOPMENT	1.629
55	INTERNATIONAL MARKETING REVIEW	1.588	4
56	MARKETING LETTERS	1.508	3
57	JOURNAL OF ENGINEERING AND TECHNOLOGY MANAGEMENT	1.474
58	IEEE TRANSACTIONS ON ENGINEERING MANAGEMENT	1.454
59	EUROPEAN MANAGEMENT JOURNAL	1.437
60	JOURNAL OF MACROMARKETING	1.429
61	ELECTRONIC MARKETS	1.404
62	AUSTRALIAN JOURNAL OF MANAGEMENT	1.4
63	BUSINESS ETHICS––A EUROPEAN REVIEW	1.386	1
64	PSYCHOLOGY & MARKETING	1.367	21
65	INDUSTRIAL AND CORPORATE CHANGE	1.327
66	ELECTRONIC COMMERCE RESEARCH	1.275
67	JOURNAL OF ELECTRONIC COMMERCE RESEARCH	1.255
68	PUBLIC RELATIONS REVIEW	1.249	2
69	ENGINEERING ECONOMIST	1.207
70	R & D MANAGEMENT	1.19
71	INTERNATIONAL JOURNAL OF ADVERTISING	1.169	35
72	JOURNAL OF PUBLIC POLICY & MARKETING	1.15
73	MANAGEMENT DECISION	1.134	1
74	INTERNATIONAL JOURNAL OF ACCOUNTING INFORMATION SYSTEMS	1.128
75	CALIFORNIA MANAGEMENT REVIEW	1.109
76	EUROPEAN JOURNAL OF MARKETING	1.088	27
76	JOURNAL OF FAMILY BUSINESS STRATEGY	1.088
78	INTERNATIONAL JOURNAL OF CONSUMER STUDIES	1.086
79	JOURNAL OF CONSUMER AFFAIRS	1.053	1
80	RESEARCH-TECHNOLOGY MANAGEMENT	1.052
81	JOURNAL OF CONSUMER BEHAVIOUR	1.022
82	JOURNAL OF SERVICES MARKETING	1.021	3
83	BUSINESS HORIZONS	1.008	4
84	SERVICE BUSINESS	0.985
85	JOURNAL OF BUSINESS & INDUSTRIAL MARKETING	0.973	9
85	JOURNAL OF PRODUCTIVITY ANALYSIS	0.973
87	INFORMATION SYSTEMS AND E-BUSINESS MANAGEMENT	0.953
88	BRQ––BUSINESS RESEARCH QUARTERLY	0.857
89	ASIAN BUSINESS & MANAGEMENT	0.85	1
90	QME––QUANTITATIVE MARKETING AND ECONOMICS	0.846
91	JOURNAL OF ADVERTISING RESEARCH	0.825	20
92	EMERGING MARKETS FINANCE AND TRADE	0.768
93	SERVICE SCIENCE (MASS)	0.711	1
94	BUSINESS HISTORY	0.709	1
95	INTERNATIONAL JOURNAL OF MARKET RESEARCH	0.697	1
96	ASIAN JOURNAL OF TECHNOLOGY INNOVATION	0.684
97	ASIA PACIFIC BUSINESS REVIEW	0.683
98	ENTERPRISE & SOCIETY	0.680
99	INTERNATIONAL ENTREPRENEURSHIP AND MANAGEMENT JOURNAL	0.659
100	BUSINESS HISTORY REVIEW	0.634
101	JOURNAL OF BUSINESS ECONOMICS AND MANAGEMENT	0.618
102	CLOTHING AND TEXTILE RESEARCH JOURNAL	0.680
103	JOURNAL OF BUSINESS AND TECHNICAL COMMUNICATION	0.594
104	AMERICAN BUSINESS LAW JOURNAL	0.576
105	ORGANIZATIONAL DYNAMICS	0.522
106	ENTREPRENEURSHIP RESEARCH JOURNAL	0.515

Table

WORD	COUNT
SPONSORSHIP	21,928
SPONSOR/COMPANY	16,596
BRAND	16,011
EVENT	7202
CONSUMER	5817
SPORTS	6373
ADVERTISING	5347
CONGRUENCE/CONGRUITY/FIT	5100
IMAGE	4717
SPONSORED/PROPERTY/SPONSEE	3479
RELATIONSHIP	2248
RESULTS	2104
ATTITUDE	1990
SPONSORED/PROPERTY/SPONSEE	3479
INTERNATIONAL	1985
MANAGEMENT	1904
OLYMPIC	1861
SOCIAL	1773
EVENTS	1737
ATTITUDES	1631
MARKET	1497
PURCHASE	1370
TIME	1269
CORNWELL	1221
RECALL	1210
IDENTIFICATION	1191
TRANSFER	1014
MEMORY	991
RELATIONSHIPS	893
AFFECT	858
COMMUNITY	776
EVALUATION	687
AMBUSH	668
INTENTIONS	665
MEASUREMENT	555
ARTS	496
ONLINE	492
PROMINENCE	491
MANAGERS	485
PROMINENT	481
CONGRUENT	342
GOODWILL	312
PERSUASION	286