2007-01-23

Consumer Evaluation of Government Sponsorship in the Arts

This paper investigates consumers perception of the three kinds of sponsor that play a role in backing financially Canadian artistic and cultural organisations: government departments, crown corporations and private companies.

In addition to the type of sponsor and the nature of the sponsorship (philanthropic or commercial), the perceived congruence between the sponsor and the sponsored event (strong as opposed to weak) and the form of cultural and artistic events (high art versus popular art and performing arts versus patrimonial arts) are explored in an experimental setting combining repeated measures and between-subjects factors. The main hypothesis of this research was that consumers perceptions were not the same when it comes to the different kinds of sponsors that evolve in the cultural and art fields. As we were exploring this issue, we saw that significant differences do exist, and that rich findings useful to civil servants came up from this study.

Download:
http://www.gestiondesarts.com/fileadmin/media/images/Francois_colbert/ICCPR_Colb_dAst_Parm.pdf

Authors:
1. François Colbert
Full Professor of Marketing at HEC Montréal
2. Alain dAstous
Professor of Marketing and Chair of the Marketing Department at HEC Montréal.
3. Marie-Agnès Parmentier
Doctoral Student, York University.