Research in Arts Marketing: Evolution and Future Directions

Colbert, François; St-James, Yannik

doi:10.1002/mar.20718

Cited by 58 publications

(46 citation statements)

References 79 publications

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“…In short, cultural capital is a key to understand cultural consumption and its heterogeneity. See for instance Colbert and St‐James () on a general discussion of the marketing management literature, Yaish and Katz‐Gerro () on the role of cultural resources from a sociological standpoint, or Montoro‐Pons and Cuadrado‐García () on the cultural economics approach to live consumption in the cultural industries.…”

Section: Literature Reviewmentioning

confidence: 99%

Religiosity and cultural consumption

Montoro–Pons

García

2018

Int J Consumer Studies

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This article empirically investigates the impact of religiosity on cultural consumption. To this end we extend the standard model of cultural participation by hypothesizing that religious beliefs and religiosity shape preferences. In so doing, we identify two latent traits through which religiosity affects cultural consumption. First, a general religiosity factor which stands out for the functional aspects of religion, through which individuals build and enhance social relations and the belonging to a specific group. Second, an attribute linked to the intensity of beliefs and which manifests itself on an individual's degree of attachment to religion. Using U.S. data, the estimation of a simultaneous equations model shows that while the former increases the likelihood of participation in highbrow cultural manifestations, the latter decreases it. Additionally, we find evidence of religiosity marginally affecting popular forms of cultural consumption.

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Section: Literature Reviewmentioning

confidence: 99%

Religiosity and cultural consumption

Montoro–Pons

García

2018

Int J Consumer Studies

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“…19 Nevertheless, over the last few decades, marketing research in arts has emerged, 20 and with the advent of relationship marketing, more and more arts organizations are engaging in research. 21 A study on the subject of community theater patronage, 22 suggests that local theaters should spend more time analyzing the demographics of their patrons in identifying the most suited marketing strategies, a call that was repeated by Colbert.…”

Section: Literature Review Challenges In the Nonprofit Art Industrymentioning

confidence: 99%

The Path to Loyalty Among Theater Patrons: The Importance of Interaction and a Sense of Brand Community

Shaomian¹,

Heere²

2015

MEIEA Journal

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The purpose of this study is to understand to what extent a theater serves as a focal point for community development, and whether that sense of community leads to more loyal patrons who are more likely to attend shows and donate to the theater. Additionally, the authors wanted to know to what extent interaction between patrons and personnel contribute to this sense of community. Our results support the view that the theater is a focal point for community development, and emphasizes the importance of interaction for a sense of community with the theater. Consequently, this sense of community contributes to a sense of loyalty towards the theater, and the associated consumer behavior (attendance, donations). Managerial implications are that theater managers are encouraged to allow for extensive interaction between patrons, and between staff and patrons, before and after the show, so patrons can develop a sense of community towards the theater.

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“…Therefore, enabling consumers to contact the artwork and consequently achieve goals related to the mission of cultural institutions are the premises for the application of marketing. The role of marketing is perceived through the prism of the symbolic dimension of cultural experience, brand of cultural institution, and artwork, shaping the tastes of culture recipients, establishing relationships with them, and developing culture sensitivity that does not only include satisfaction of currently experienced needs [5][6][7][8][9][10]. Consumers, artists, as well as their works are the center of interest of marketing.…”

Section: Introductionmentioning

confidence: 99%

The Role of Marketing in Cultural Institutions in the Context of Assumptions of Sustainable Development Concept—A Polish Case Study

Sobocińska

2019

Sustainability

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Development of both the marketing and cultural sectors have multi-directional natures, showing relationships with sustainable development that should be considered at various levels of cultural sector management in cultural institutions, at the level of the cultural policy of the state or region, and on the micro-scale. Not only do the natural environment, economy, and technology constitute areas of sustainable development, but also society and culture. The assumptions about sustainable development by cultural institutions are related to implementing marketing concepts in this sphere, in that they are the expression of market orientation (on consumer of culture). The goal of this study was to show that marketing by cultural institutions, as a reflection of their market orientation, translates into these institutions’ implementation of the assumptions of sustainable development. This paper is based on literature studies and the results of empirical and quantitative research that was conducted on a sample of 451 people managing cultural institutions in Poland. The research included general managers, managers, artistic directors, managers of marketing, promotion and sales departments, as well as owners of cultural institutions. Analysis of research results shows that consumers of culture are ranked first as recipients of targeted actions conducted by cultural institutions. An increase in the diversity of cultural offers, including the concept of sustainable development, emerged as a factor stimulating the development of the culture market, being closely related to growth of the quality of cultural offer.

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Research in Arts Marketing: Evolution and Future Directions

Cited by 58 publications

References 79 publications

Religiosity and cultural consumption

Religiosity and cultural consumption

The Path to Loyalty Among Theater Patrons: The Importance of Interaction and a Sense of Brand Community

The Role of Marketing in Cultural Institutions in the Context of Assumptions of Sustainable Development Concept—A Polish Case Study

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