Bands & Brands: Sponsor Messaging at Festivals Public Deposited

Downloadable Content

Download PDF
Last Modified
  • March 20, 2019
Creator
  • Volborth, Miranda
    • Affiliation: Hussman School of Journalism and Media
Abstract
  • 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
DOI
Resource type
Rights statement
  • In Copyright
Note
  • "... in partial fulfillment of the requirements for the degree of Master of Arts in the School of Journalism and Mass Communication."
Advisor
  • Boynton, Lois A.
Language
Publisher
Place of publication
  • Chapel Hill, NC
Access
  • Open access
Parents:

This work has no parents.

Items