The Impact of Corporate Arts Sponsorship on Corporate Image - Berg, Nili
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Corporate image is perceived by banks as an important success-factor and, accordingly, its enhancement plays an increasing role in their overall strategy. Arts sponsorship is one tool that they use in that regard and its appeal stems from several key attributes that the arts and museums in particular inherently possess. The study explores various dimensions of sponsorship programs, with a focus on banks and museums as the two sides of the program, including some critical issues and potential pitfalls that sponsorship arrangements entail. It could be then of potential use to the management of…mehr

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Produktbeschreibung
Corporate image is perceived by banks as an important success-factor and, accordingly, its enhancement plays an increasing role in their overall strategy. Arts sponsorship is one tool that they use in that regard and its appeal stems from several key attributes that the arts and museums in particular inherently possess. The study explores various dimensions of sponsorship programs, with a focus on banks and museums as the two sides of the program, including some critical issues and potential pitfalls that sponsorship arrangements entail. It could be then of potential use to the management of both parties in their relevant planning and pursuit of their respective goals.
Autorenporträt
Nili attended École des beaux-arts de Rennes, France, and holds a BA degree in Intercultural Business Administration from LBS Vienna, Austria, and a MSc in International Management from FHNW, Basel, Switzerland. She lives in Jerusalem and works as an international social and cultural project manager.