The arts and cultural sector offers a beneficial field of cross-sector collaboration for businesses as it is closely related to contemporary consumers’ lifestyle and civilization. This study examined the impact of two prominent cross-sector collaborations (i.e. partnership and sponsorship) on corporate reputation in the arts and culture sector, with the focus on a specific stakeholder group—the millennials. 154 millennials were recruited for an online experiment, using a convenience sampling through posting an open-call on the Facebook pages of the 100 most visited art museums in the world. The results show that partnership and sponsorship both indicate a positive effect on corporate reputation, whereas partnership is more appealing to the millennials than sponsorship. We also examined the moderation effects of sincerity, value alignment and credibility on the relationship of cross-sector collaboration and corporate reputation. All three moderators are found to strengthen the relationship, while the impact of credibility is the strongest among them. The findings imply that companies should be aware of the need to present themselves as a trustworthy collaborator and the necessity to fulfil their duties deriving from the engagement in a particular cross-sector collaboration.

中文翻译：

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不断发展的艺术和文化领域的跨部门合作：从赞助到合作

艺术文化产业与当代消费者的生活方式和文明息息相关，为企业提供了一个有益的跨界合作领域。本研究考察了两个突出的跨部门合作（即伙伴关系和赞助）对艺术和文化领域企业声誉的影响，重点关注特定的利益相关者群体——千禧一代。154 名千禧一代被招募进行在线实验，通过在世界上访问量最大的 100 家艺术博物馆的 Facebook 页面上发布公开电话，使用便利抽样。结果表明，伙伴关系和赞助都表明对企业声誉有积极影响，而伙伴关系比赞助对千禧一代更具吸引力。我们还研究了诚意的调节作用，跨部门合作与企业声誉关系的价值一致性和可信度。发现所有三个主持人都加强了这种关系，而可信度的影响是其中最强的。调查结果表明，公司应该意识到需要将自己展示为值得信赖的合作者，以及履行因参与特定跨部门合作而产生的职责的必要性。