Browsing by Subject "Patrocinio"

Now showing 1 - 3 of 3
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    Coleccionismo y patrocinio de arte en el siglo XVII: el ejemplo de la familia Muñoz de Otálora.
    (Universidad de Murcia, Servicio de Publicaciones, 2021) Martínez Martínez, José Antonio
    En este artículo se pretende ilustrar el auge del coleccionismo y del patrocinio artístico en el siglo XVII a través del ejemplo concreto que nos proporcionan los inventarios de bienes inéditos del licenciado Alonso Muñoz de Otálora, alcalde de casa y corte, y de Juana Clara Muñoz de Otálora, esposa del licenciado Juan Bautista Muñoz Sáenz de Navarrete, fiscal del consejo de Castilla. El coleccionismo se presenta desde la perspectiva social como una manifestación inherente a las clases privilegiadas y a los grupos de poder, aunque tampoco resulte extraño encontrar notables colecciones de pintura y esculturas en los hogares de los artesanos, comerciantes y oficiales. Interpretamos el coleccionismo como símbolo del estatus social y económico y como una manifestación del prestigio de los individuos y de las instituciones, circunstancia que se evidencia claramente en la colección de pintura y en la biblioteca del licenciado Alonso Muñoz de Otálora. El patrocinio y el mecenazgo artístico se presentan como una herramienta de las élites de poder al servicio de la perpetuación de la memoria del linaje, especialmente a través de la asociación de lo sagrado y lo piadoso con los escudos de armas de la familia.
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    Involvement and loyalty of runners in sponsorship effectiveness -The case of athletics races
    (Universidad de Murcia. Servicio de publicaciones, 2021) Silva, Alfredo
    Running is a popular and convenient leisure activity. The most popular distance is the 5 km that amassed 8.9 million registrations in 2018. Investments by companies in sponsorship around the world exceeded US$ 65 billion in the same year. Increasing brand awareness is one of the main goals for companies to get involved in sponsorships. Most of the research to date into sponsorship has not been done from the perspective of participation-based sports. Some results obtained are contradictory and the relationship between the sponsor's brand recognition rate and the distance of the race (half-marathon, 10 km or 5 km) has not been evaluated, nor the relationship with running involvement or loyalty to running.This research aims to show the effects of race distance, running involvement and loyalty to runningon sponsor brand recognition rates in runners of athletics races.A sample of 736 runners from one of Portugal's most popular athletics races completed a questionnaire. A Chi-square Test and T-Test were carried out to evaluate the differences between the groups of runners.The group of runners who completed the 5 km race showed better results in the sponsors’ brand recognition rate. The runners with a low level of running involvement showed superior results, but no significant differences were found between groups with different levels of loyalty to running. The sponsorship of mass participation-based athletics races is an impressive tool to raise sponsors’ brand awareness.
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    The decoration of the Danila Bible: Aniconism as royal ideology in ninth-century Iberia.
    (Sociedad Española de Estudios Medievales, 2019-12-18) Rodríguez Viejo, Jesús
    The so-called Danila Bible (Cava dei Tirreni, Biblioteca della Badia, Ms. 1) is the earliest surviving manuscript created in the early medieval Iberian Peninsula displaying a cohesive decorative programme of figurative nature. Although its exact provenance has been matter of extensive discussion, current research points to the northern Kingdom of Asturias during the reign of King Alfonso II (791-842). The decoration of this monumental bible displays a complex aniconic programme made of decorated initials, frontispieces, and other symbols, such a number of crosses and cross-shaped motifs of large dimensions and different forms. This study aims to analyse in particular the different nature of these cross-shaped motifs displayed in the Danila Bible. This research also intends to shed light on the reception of aniconism in the Kingdom of Asturias, as well as its Visigothic background, one century after the Islamic conquest of 711 and in the wake of the First Iconoclasm and the Council of Frankfurt.