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

Author

Listed:
  • B. Walliser

    (CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine)

  • Mathieu Kacha

    (CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine)

  • Raluca Mogos-Descotes

    (CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine)

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"

Suggested Citation

  • B. Walliser & Mathieu Kacha & Raluca Mogos-Descotes, 2005. "Legitimizing public authorities as sponsors: An inquiry into the factors related to the perception and memorization of their sponsorship," Post-Print hal-04859576, HAL.
    • Handle: RePEc:hal:journl:hal-04859576
    DOI: 10.1007/BF02893250
    as

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