Sponsorship Culture in the German University Popular Music Festival Market
商品資訊
ISBN13：9783837665789
出版社：Transcript Verlag
出版日：2023/02/27
裝訂：平裝
商品簡介
Music festivals have become important events for people to experience music collectively and take a break from their everyday lives. Companies and institutions like to use music festivals as opportunities for advertising their products and services through sponsorship. Dominik N飉ner examines professional stakeholder's assessments of the market as well as patterns of existing procedural elements of sponsorship culture, factors determining existing communication and decision-making culture and interrelations between sponsors and audience with emphasis on university popular music festivals. Building on that, he further explores motivational constructs for popular music festival attendance via a survey study.
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