RT Journal Article
T1 Building mutual rewarding sponsor relationship between museums and corporations.
A1 Casado-Molina, Ana María
A1 Alarcón-Urbistondo, María del Pilar
A1 van Riel, Cees B.M.
K1 Mecenazgo
K1 Patrocinio
AB This paper proposes a theoretical model for the holistic description of the conditions to be met for a mutually beneficial relationship between museums and sponsoring corporations, from the perspectives of both parties. Based on interviews of sponsorship managers in top Dutch museums and their sponsoring corporations, and the application of Grounded Theory, the categories and relationships that describe the model are identified. We conclude that for a successful sponsorship, both the commercial and cultural drivers behind this relationship must be considered, and the organisational performance, management and joint cooperation should be deemed satisfactory. Moreover, such sponsorships should be aligned with the demands and requirements of society.
PB Taylor & Francis
YR 2023
FD 2023
LK https://hdl.handle.net/10630/35999
UL https://hdl.handle.net/10630/35999
LA eng
NO Casado-Molina, A. M., Alarcón-Urbistondo, P., & van Riel, C. B. M. (2023). Building mutual rewarding sponsor relationships between museums and corporations. Cultural Trends, 33(5), 580–599.
NO Publicado en repositorio institucional: https://pure.eur.nl/en/publications/building-mutual-rewarding-sponsor-relationships-between-museums-aAutorización en correo RIUMA (07/01/25)
DS RIUMA. Repositorio Institucional de la Universidad de Málaga
RD 21 ene 2026