Purpose – The purpose of this paper is to explore the implications of a greater marketing orientation among arts organisations and its impact on funding through sponsorship. Design/methodology/approach – Utilising a qualitative methodology, the study employs case studies for the purpose of...

Purpose – The purpose of this paper is to evaluate the connections between art and marketing in order to develop enhanced insight into how visual art and the art world can inform marketing theory and practice. Design/methodology/approach – An indepth analysis of a range of relevant...

Purpose – The purpose of this paper is to consider whether art experiences can inform service‐dominant logic (SDL) discourse through an exploration of the co‐production and co‐creation processes of art experiences. Design/methodology/approach – Empirical knowledge gained about art...

Purpose – The purpose of this paper is to examine the characteristics and usefulness of opinion leaders and market mavens in relation to theatre guides as a way for theatres to develop new audiences. Design/methodology/approach – Surveys and a small number of in‐depth interviews are...

Purpose – The purpose of this paper is to empirically investigate the influences of sociodemographic (SD), environmental, and marketing mix variables on household art expenditure. Design/methodology/approach – Using the latest US census data collect from 140 metropolitan statistical areas,...

Purpose – Harry Potter is one of the world's most remarkable marketing phenomena. The purpose of this paper is to reveal that consumers interact with the Potter brand in a variety of ways, ways that parallel the four archetypal houses at Hogwarts School of Witchcraft and Wizardry....

Purpose – The purpose of this paper is to draw together the previous academic and industry research on non‐attendance of cultural attractions, followed by qualitative in‐depth interviews to identify commonalities or gaps in the previous research on barriers, constraints and inhibitors, as...