Corporate sponsorship for museums in times of crisis

Alessandro Biraglia and Maximilian H.E.E. Gerrath

Annals of Tourism Research, 2021, vol. 88, issue C

Abstract: •We experimentally test the effects of COVID-19 on corporate sponsorship perceptions.•Tourists are more welcoming of corporate sponsorship if COVID-19 is salient.•Effects are stronger when the sponsor is a group of SMEs instead of a large company.•The results are mediated by a lower perception of authenticity loss.•We discuss implications for theory and practice and future research directions.

Keywords: COVID-19; Corporate sponsorship; Museums; Authenticity; Small businesses; Sense of community (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (3)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0160738320302000
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:anture:v:88:y:2021:i:c:s0160738320302000

DOI: 10.1016/j.annals.2020.103056

Access Statistics for this article

Annals of Tourism Research is currently edited by John Tribe

More articles in Annals of Tourism Research from Elsevier
Bibliographic data for series maintained by Catherine Liu ().