摘要：Due to a better use of marketing tools as an alternative cultural strategy for achieving competitive advantage, seems to be growing tendency for companies to associate their brands to cultural events in order to gain prominence in the arena market. This research aims to verify whether the cultural events, specifically music for young people, change the corporate image of the sponsoring company from the perspective of consumers. Through 16 open questions that made up the questionnaire administered to students of an institution of higher education policy, sought to obtain information to achieve this goal. The survey results show that the majority of students surveyed do not remember which company was the sponsor of an event taken by them as unforgettable. The company's image was not modified after the event in the perception of most respondents and no one declared their intention to purchase about the products of the sponsoring company has somehow been changed.
