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Extending the theory of metaphor in marketing : the case of the art gallery

Rentschler, Ruth, Jogulu, Uma, Kershaw, Anne and Osborne, Angela 2012, Extending the theory of metaphor in marketing : the case of the art gallery, Journal of marketing management, vol. 28, no. 11-12, pp. 1464-1485.

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Title Extending the theory of metaphor in marketing : the case of the art gallery
Author(s) Rentschler, Ruth
Jogulu, Uma
Kershaw, Anne
Osborne, Angela
Journal name Journal of marketing management
Volume number 28
Issue number 11-12
Start page 1464
End page 1485
Total pages 22
Publisher Routledge
Place of publication Abingdon, England
Publication date 2012
ISSN 0267-257X
Keyword(s) non-profit marketing
case study
art gallery
metaphor
Summary This study analyses the metaphor of spirituality in the non-profit art gallery, a metaphor overlooked in previous marketing research. Using content analysis and interviews in a single depth case study, this article illustrates how spirituality has been a staple in the non-profit art gallery over time. It was found that even though the non-profit art gallery acknowledges its use of spirituality, it has a paradoxical attitude to it. Therefore this article (a) traces the historical influences that led to the extension of metaphor in the art gallery and its relationship to marketing theory, and (b) draws on Hunt and Menon (1995) to identify deliberate and emergent strategies using metaphor in the non-profit cultural organisation.
Language eng
Field of Research 150404 Sport and Leisure Management
Socio Economic Objective 909902 Recreational Services
HERDC Research category C1 Refereed article in a scholarly journal
Copyright notice ©2012, Westburn Publishers Ltd.
Persistent URL http://hdl.handle.net/10536/DRO/DU:30049161

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