CONSUMER PERCEPTIONS OF SPONSORSHIP IN THE ARTS

This article investigates consumers’ perceptions of three types of sponsors that play a role in backing financially Canadian artistic and cultural organisations: government ministries (or 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 arts and cultural events (high art versus popular art and performing arts versus heritage arts) are explored in an experimental setting combining within‐subjects and between‐subjects factors. The main hypothesis of this research was that consumers’ perceptions are not the same when it comes to the different kinds of sponsors that evolve in the cultural and art fields. As the researchers explored this issue, they observed that significant differences do exist. It is believed that the rich findings of this study will be useful to civil servants.