Opera participants’ perceptions of brand resonance

Abstract

The Australian performing arts industry, in the decade prior to COVID-19, was operating on a knife's edge with dwindling attendance and reductions in revenue (Fanelli et al., 2019). Reverberations from the pandemic created a crucial tipping point for the ongoing viability of performing arts organizations, including the subject company, Big Opera (Westwood, 2020). Adding to the traditional challenges of appealing to generationally shifting audiences, COVID-19, with its aerosol infectivity, required vocal arts organizations to rethink their production methods and venues as a matter of business survival (Terracini, 2020). This study postulates that organizations such as Big Opera, while aiming to operationally reconfigure after the pandemic, also need marketing innovations to restore and enhance their brand relationships with customers to improve patronage. As such, the objective of this study is to examine traditionally successful brand resonance concepts of loyalty, attachment, community and engagement (Keller, 2001(Keller, , 2020 specifically for rebuilding and sustaining attendance at the opera in the post-crisis period. The paper responds to the calls by Kemp (2015, p. 186) to undertake research to, "examine arts engagement from a … situational perspective".Operatic events are the pinnacle of the performing arts industry, both artistically and financially. Fanelli et al. (2019, p. 78) stated that, "opera is one of the most fascinating forms of performing arts which gives expression to human passions and emotions at the crossroads between music and theatre". Further extending these sentiments, Edelman et al. (2016, p. 25) mentioned that "opera is one of the most aesthetically complex of art forms, often portrayed in the popular media as cultivating an "élite" audience with high cultural capital and

“Regions” as brands: an empirical validation of consumer-based brand equity framework and demonstration of cross-over effect

“…This is particularly significant as earlier CBBE research often focused on specific links, possibly leading to an incomplete understanding of the combined efficacy of emotional and rational elements. This study fulfills the future research direction highlighted by Hall et al. (2021).…”

“…This paper indicates that consumers enhance brand equity and develop a strong ongoing relationship with regional wine brands by simultaneously engaging in both mental behavior paths, where, in the meantime, rational processing has a cross-over effect on emotional processing. Originality/value -This study expands the brand management literature by answering the future research on the CBBE model identified by Hall et al (2021). Moreover, it establishes the underexplored cross-over effect within the CBBE literature.…”

“…Furthermore, recent research by Hall et al. (2021, p. 12) called for future quantitative research to examine whether “components of CBBE framework (brand salience, judgment, imagery, performance, and consumer brand feelings) can create stronger brand resonance”.…”

“…Furthermore, recent research by Hall et al (2021, p. 12) called for future quantitative research to examine whether "components of CBBE framework (brand salience, judgment, imagery, performance, and consumer brand feelings) can create stronger brand resonance". These components build a brand foundation, culminating in brand resonance, a powerful predictor of consumer engagement, commitment and consumption behaviors (Hall et al, 2021;Husain et al, 2022). For example, Huo et al (2022) highlighted loyal customers' steadfast commitment regardless of inducements to switch.…”

A influência da geração alfa na socialização do consumidor: um estudo exploratório no contexto brasileiro

“…Os dados foram comparados com a literatura originalmente consultada, em conjunto com a literatura atualizada para contextualizar os temas com os mais recentes achados sobre o comportamento do consumidor (Hall et al, 2021).…”