Sponsorship Culture in the German University Popular Music Festival Market

By Dominik Nösner

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 sner 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.

• Format: Paperback
• Language: English
• ISBN: 383766578X
• ISBN13: 9783837665789
• Release Date: April 2023
• Publisher: Transcript Publishing
• Length: 260 Pages
• Weight: 0.78 lbs.
• Dimensions: 0.6" x 6.0" x 9.0"