Titre : |
Sponsored art foundations: impact of the attendance of the art foundation towards the set of behavioral and attitudinal constructs towards the sponsoring brand : Example of Louis Vuitton Foundation |
Type de document : |
Mémoire |
Auteurs : |
Ekaterina NECHAEVA, Auteur |
Année de publication : |
2018 |
Importance : |
64 p. |
Note générale : |
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Langues : |
Anglais (eng) |
Mots-clés : |
Management MARKETING STRATEGIQUE ; CONSOMMATEUR ; ART ; INVESTISSEMENT
|
Résumé : |
This paper is dedicated to sponsorship-linked marketing. It studies the effects on the set of the attitudinal and behavioral constructs of the consumers impacted by sponsored art venue attendance. The interest towards this topic is explained by the continually growing investment in this type of marketing communications while other types of marketing communications experience the shortage of budgeting because of increasing investments in digital marketing. This paper aims to provide an exhaustive study on the sponsorship processing in order to explore what is the impact of the attendance of the art foundation towards the set of behavioral and attitudinal constructs towards the brand given that this relationship is influenced by several moderating variable. The hypothesis of the paper is the following: the attendance of the sponsored foundation will have a significant strengthening positive impact on the attitudinal and behavioural constructs towards the brand. In order to check this hypothesis, the research was designed in order to obtain the answer to this question the research was designed as a questionnaire. Further, 79 respondents have participated in it. They were divided into two groups: the ones who visited the foundations and the ones who did not. Their brand attitudes were constricted to each other and referred to the moderating variables in order to observe what variables play the most important roles in this mediation. As for the hypothesis of the research, it was accepted as the attendance of the foundation has impacted the attitudes and behavioural intentions towards the studied brand. Particularly, the attendance of the sponsored foundation make the consumer perceive the brand as more artistic which is crucial for the brands which aim to transfer such a message for their consumers. It is usually an important parameter for luxury brands. The perception of the brand as artistic was the high level of perceived fit and perceived brand familiarity, or in other words, prior experience or re-activation. The behavioural outcomes were presented as the desire to make a purchase provided that the visit was numerous. The work discussed the way these findings can be implements by the companies engaged in art venue sponsorship. |
Note de contenu : |
MSC IN MARKETING FRENCH EXCELLENCE: Bibliogr. 22 p. |
Programme : |
MSc Marketing French Excellence |
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