Corporate sponsorship for museums in times of crisis.
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ABSTRACT: The COVID-19 pandemic causes museums to seek financial aid from corporate sponsors. However, corporate sponsorship may have negative consequences for museums in terms of their authenticity. In this study, we therefore examine whether the extraordinary circumstances caused by the COVID-19 crisis change tourists' perceptions of corporate sponsorship. Indeed, we find that tourists react more positively to corporate sponsorship if the health crisis is salient. Moreover, we show that corporate sponsorship by multiple smaller- and medium-sized companies generates more positive outcomes for museums than the effort of a single large company, in terms of perceived authenticity loss, visiting intentions, and willingness to pay.
SUBMITTER: Biraglia A
PROVIDER: S-EPMC7526523 | biostudies-literature | 2020 Sep
REPOSITORIES: biostudies-literature
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