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Examining the influence of the individual in arts sponsorship decisions
Victoria University of Wellington, Nya Zeeland.
Victoria University of Wellington, Nya Zeeland.
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies. (International Business)
2013 (English)In: Journal of Nonprofit & Public Sector Marketing, ISSN 1049-5142, Vol. 25, no 1, 81-104 p.Article in journal (Refereed) Published
Abstract [en]

Support from the corporate sector is an important revenue source for many nonprofit organizations.  In this article, we consider individual-level influence within the decision making processes of companies as they make decisions concerning nonprofit arts sponsorship.  These decisions have often been linked to the influence of a single high-level executive, and the research contained here seeks to better understand the role of the individual in influencing these decisions.  Through qualitative multiple-case research the authors find that a single individual, termed the Advocate, is in fact influential.  Furthermore, the advocate is determined not by their title or official ranking but by their possession of expert power, a combination of knowledge and the belief of others in that knowledge.  In addition, how individuals influence these decisions relates to their application not of gut instinct, but of informed intuition.  The paper closes in suggesting new perspectives which will assist in better understanding this role.


Place, publisher, year, edition, pages
2013. Vol. 25, no 1, 81-104 p.
Keyword [en]
arts, corporate philanthropy, decision making, sponsorship
National Category
Social Sciences
Research subject
Business Studies
URN: urn:nbn:se:uu:diva-191212DOI: 10.1080/10495142.2013.759819OAI: oai:DiVA.org:uu-191212DiVA: diva2:585078
Available from: 2013-01-09 Created: 2013-01-09 Last updated: 2013-06-20Bibliographically approved

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