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Exhibitions as sub-brands: an exploratory study

Rentschler, Ruth, Bridson, Kerrie and Evans, Jody 2014, Exhibitions as sub-brands: an exploratory study, Arts marketing: an international journal, vol. 4, no. 1/2, pp. 45-66, doi: 10.1108/AM-07-2014-0023.

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Title Exhibitions as sub-brands: an exploratory study
Author(s) Rentschler, Ruth
Bridson, Kerrie
Evans, Jody
Journal name Arts marketing: an international journal
Volume number 4
Issue number 1/2
Start page 45
End page 66
Total pages 23
Publisher Emerald Group Publishing
Place of publication Bingley, Eng.
Publication date 2014-09-30
ISSN 2044-2084
Summary The purpose of this paper is to explore the adoption of major exhibitions, often called blockbusters, as a sub-branding strategy for art museums. Focusing the experience around one location but drawing on a wide data set for comparative purposes, the authors examine the blockbuster phenomenon as exhibition packages sourced from international institutions, based on an artist or collection of quality and significance. The authors answer the questions: what drives an art museum to adopt an exhibition sub-brand strategy that sees exhibitions become blockbusters? What are the characteristics of the blockbuster sub-brand?
Language eng
DOI 10.1108/AM-07-2014-0023
Field of Research 150503 Marketing Management (incl Strategy and Customer Relations)
Socio Economic Objective 970115 Expanding Knowledge in Commerce, Management, Tourism and Services
HERDC Research category C1 Refereed article in a scholarly journal
ERA Research output type C Journal article
Copyright notice ©2014, Emerald Group Publishing
Persistent URL http://hdl.handle.net/10536/DRO/DU:30073239

Document type: Journal Article
Collections: School of Management and Marketing
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Every reasonable effort has been made to ensure that permission has been obtained for items included in DRO. If you believe that your rights have been infringed by this repository, please contact drosupport@deakin.edu.au.