Art Sponsorship and Promotion Strategy: An Investigation of Firm Characteristics that Relate to the Choice of Spronsorship as a Tool in the Promotion Mix

Abstract

This country specific study investigates a set of firm characteristics as discriminating variables that influence the choice of art sponsorship as a tool in the promotion mix. Data were gathered from 110 sponsoring and nonsponsoring companies in Turkiye.The results indicate that company size, tangibility of product, market type, capital structure and the decision maker’s position in the company are variables that have considerable discriminating power between the two groups of companies.