Understanding value from arts sponsorship: a social exchange theory perspective

ISSN： 2044-2084

Source： Arts Marketing, Vol.3, Iss.2, 2013-10, pp. : 131-153

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Abstract

Purpose - Social exchange theory literature posits that a relationship is dependent on the strength of its social interactions and is clear upon the role of trust, power and commitment within that relationship as a means of value creation. However, an understanding of the nature of experiences, expectations, motivations and perceptions as components of the value derivation process are missing. SET literature does not identify these components as antecedents to value creation but central to value derived. This research builds upon that premise to give understanding into how value is derived from arts sponsorships. Design/methodology/approach - A qualitative exploratory approach is used to research arts sponsorships in New Zealand of differing size, duration and profile. Findings - This research gives understanding into the nature of experiences, expectations, motivations and perceptions as components parts of value derivation and their interactions resulting in the creation of an iterative value derivation model of the life cycle of an arts sponsorship relationship from a business perspective. Originality/value - This research has relevance for both academics and marketing managers involved in arts sponsorship. The findings from this research can be used as an analytical tool to help businesses when evaluating their arts sponsorship.