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Sponsorship Culture in the German University Popular Music Festival Market
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ManagementMusic BusinessMusic Reference
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ISBN10: 383766578X
ISBN13: 9783837665789
Publisher: Transcript Publishing
Published: Apr 18 2023
Pages: 260
Weight: 0.78
Height: 0.55 Width: 6.00 Depth: 9.00
Language: English
ISBN13: 9783837665789
Publisher: Transcript Publishing
Published: Apr 18 2023
Pages: 260
Weight: 0.78
Height: 0.55 Width: 6.00 Depth: 9.00
Language: English
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 Nösner 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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