Bands & Brands: Sponsor Messaging at Festivals Public Deposited
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- Last Modified
- March 20, 2019
- Affiliation: Hussman School of Journalism and Media
- This study represents a qualitative look at messaging strategies employed by major sponsors of the 2011 South by Southwest Music, Film, and Interactive Festival in Austin, TX. By exploring the sponsors' motivations for aligning themselves with this festival, and examining how their messaging strategies change over the course of the week-long festival, the researcher hopes to gain insight into how congruence between each sponsor's product or service and the SXSW festival audience is achieved.
- Date of publication
- August 2011
- Resource type
- Rights statement
- In Copyright
- "... in partial fulfillment of the requirements for the degree of Master of Arts in the School of Journalism and Mass Communication."
- Boynton, Lois A.
- Place of publication
- Chapel Hill, NC
- Open access
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|Bands & brands : sponsorship strategies at festivals||2019-04-11||Public||