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Legitimizing public authorities as sponsors: An inquiry into the factors related to the perception and memorization of their sponsorship

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Abstract

This study investigates the effectiveness of sponsorship for public authorities. In the specific context of a European region (the Département Moselle in the East of France) supporting a professional tennis event, it is shown that public authorities are most likely to be recognized as sponsors by young spectators interested in the activity sponsored and residents of the region concerned

As public sponsorship being believed to be beneficial for the region both in terms of image and awareness, increases with liking of the event, and is not perceived as a waste of tax money. Thus, this research provides evidence legitimizing public authorities in their role of “sponsors”

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Authors and Affiliations

  1. ICN School of Management and IAE, Université Nancy 2, 13 Rue Michel Ney, 54000, Nancy, France

    Björn Walliser

  2. INPL / GREFIGE, Université Nancy 2, 13 Rue Michel Ney, 54000, Nancy, France

    Mathieu Kacha

  3. IAE / GREFIGE, Université Nancy 2, 13 Rue Michel Ney, 54000, Nancy, France

    Raluca Mogos-Descotes

Authors
  1. Björn Walliser
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  2. Mathieu Kacha
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  3. Raluca Mogos-Descotes
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Corresponding authors

Correspondence to Björn Walliser, Mathieu Kacha or Raluca Mogos-Descotes.

Additional information

A previous version of this paper was presented atIV International Congress on Public and Non Profit Marketing (Jerez de la Frontera-Spain-; May 26th and 27th, 2005).

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Walliser, B., Kacha, M. & Mogos-Descotes, R. Legitimizing public authorities as sponsors: An inquiry into the factors related to the perception and memorization of their sponsorship. Int Rev Public Nonprofit Mark 2, 51–58 (2005). https://doi.org/10.1007/BF02893250

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  • DOI: https://doi.org/10.1007/BF02893250

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