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Information source usage and enthusiasm in opera : a comparative study

Higgs, Bronwyn and Shaw, Robin N. 2008, Information source usage and enthusiasm in opera : a comparative study, in ANZMAC 2008 : Australian and New Zealand Marketing Academy Conference 2008 : Marketing : shifting the focus from mainstream to offbeat, Promaco Conventions, Canning Bridge, W.A., pp. 1-7.

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Title Information source usage and enthusiasm in opera : a comparative study
Author(s) Higgs, Bronwyn
Shaw, Robin N.
Conference name Australian and New Zealand Marketing Academy Conference (2008 : Sydney, N.S.W.)
Conference location Olympic Park, Sydney, N.S.W.
Conference dates 1-3 December 2008
Title of proceedings ANZMAC 2008 : Australian and New Zealand Marketing Academy Conference 2008 : Marketing : shifting the focus from mainstream to offbeat
Editor(s) Spanjaard, Daniela
Denize, Sara
Sharma, Neeru
Publication date 2008
Conference series Australian and New Zealand Marketing Academy Conference
Start page 1
End page 7
Publisher Promaco Conventions
Place of publication Canning Bridge, W.A.
Summary The research reported in this paper investigated the relationship between information usage and individual ticket-purchasing activity of Opera Australia customers in relation to specific Opera Australia products, namely, operetta and opera. The results provide some support for the notion that consumers of operetta and opera can be distinguished on the basis of their different behaviour in some areas. However, there is substantial “crossing-over” or inconsistency in the data. Longevity of association with the art-form, and purchasing tickets to both types of productions, tended to be related to increased reliance on information sources closer to Opera Australia.
ISBN 9781863081443
1863081445
Language eng
Field of Research 150599 Marketing not elsewhere classified
Socio Economic Objective 970115 Expanding Knowledge in Commerce, Management, Tourism and Services
HERDC Research category E1 Full written paper - refereed
Copyright notice ©2008, ANZMAC
Persistent URL http://hdl.handle.net/10536/DRO/DU:30018249

Document type: Conference Paper
Collection: Deakin Graduate School of Business
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