Art and Environmental Sponsoring as Corporate Image Tools: Chances, Limits, and the Role of Thematic Fit

Participants (N = 140) saw a print advertisement of a private bank vs. a detergent producer that referred to the sponsoring activities either inthe art vs. in the environmental sector. Afterwards, they were asked to provide image profiles, overall likeability, and uniqueness ratings. Environmentalsponsoring led to higher ratings in social and ecological responsibility, solidness, and attractiveness. Art sponsoring, in case of thedetergent company, yielded higher ratings in originality and innovation, as well as in dynamics and generosity. Perceived competence andstatus were not affected by sponsoring domain. The environmental sponsor elicited a more positive overall attitude, but art sponsoring createdan image of the extraordinary. Taken together, the results suggest that thematic fit between company and sponsoring domain is not a prerequisitefor positive image effects. In contrast, unusual sponsoring activities may contribute to a corporate image of dynamics and innovation,uniqueness, and generosity.