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Corporate sponsorship for museums in times of crisis

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  • Biraglia, Alessandro
  • Gerrath, Maximilian H.E.E.

Abstract

•We experimentally test the effects of COVID-19 on corporate sponsorship perceptions.•Tourists are more welcoming of corporate sponsorship if COVID-19 is salient.•Effects are stronger when the sponsor is a group of SMEs instead of a large company.•The results are mediated by a lower perception of authenticity loss.•We discuss implications for theory and practice and future research directions.

Suggested Citation

  • Biraglia, Alessandro & Gerrath, Maximilian H.E.E., 2021. "Corporate sponsorship for museums in times of crisis," Annals of Tourism Research, Elsevier, vol. 88(C).
    • Handle: RePEc:eee:anture:v:88:y:2021:i:c:s0160738320302000
    DOI: 10.1016/j.annals.2020.103056
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    References listed on IDEAS

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    1. Viglia, Giampaolo & Dolnicar, Sara, 2020. "A review of experiments in tourism and hospitality," Annals of Tourism Research, Elsevier, vol. 80(C).
    2. He, Hongwei & Harris, Lloyd, 2020. "The impact of Covid-19 pandemic on corporate social responsibility and marketing philosophy," Journal of Business Research, Elsevier, vol. 116(C), pages 176-182.
    3. De Vries, Eline L.E. & Duque, Lola C., 2018. "Small but Sincere: How Firm Size and Gratitude Determine the Effectiveness of Cause Marketing Campaigns," Journal of Retailing, Elsevier, vol. 94(4), pages 352-363.
    4. Cornwell, T. Bettina & Coote, Leonard V., 2005. "Corporate sponsorship of a cause: the role of identification in purchase intent," Journal of Business Research, Elsevier, vol. 58(3), pages 268-276, March.
    5. Ritchie, Brent W. & Jiang, Yawei, 2019. "A review of research on tourism risk, crisis and disaster management: Launching the annals of tourism research curated collection on tourism risk, crisis and disaster management," Annals of Tourism Research, Elsevier, vol. 79(C).
    6. Alhouti, Sarah & Johnson, Catherine M. & Holloway, Betsy Bugg, 2016. "Corporate social responsibility authenticity: Investigating its antecedents and outcomes," Journal of Business Research, Elsevier, vol. 69(3), pages 1242-1249.
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    Cited by:

    1. Li, Yuan (William) & Wan, Lisa C. & Luo, Xiaoyan & Wu, Chuanlong, 2023. "If museum treasures could talk: How anthropomorphism increases favorable visitor responses," Annals of Tourism Research, Elsevier, vol. 99(C).
    2. Md. Mahiuddin Sabbir & Khan Md Raziuddin Taufique, 2022. "Sustainable employee green behavior in the workplace: Integrating cognitive and non‐cognitive factors in corporate environmental policy," Business Strategy and the Environment, Wiley Blackwell, vol. 31(1), pages 110-128, January.
    3. Shruti, R. & Thenmozhi, M., 2024. "Foreign institutional ownership stability and stock price crash risk," Journal of International Financial Markets, Institutions and Money, Elsevier, vol. 91(C).

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