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Exhibitions as sub-brands: an exploratory study

journal contribution
posted on 2014-09-30, 00:00 authored by Ruth Rentschler, Kerrie BridsonKerrie Bridson, J Evans
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?

History

Journal

Arts marketing: an international journal

Volume

4

Issue

1/2

Pagination

45 - 66

Publisher

Emerald Group Publishing

Location

Bingley, Eng.

ISSN

2044-2084

Language

eng

Publication classification

C Journal article; C1 Refereed article in a scholarly journal

Copyright notice

2014, Emerald Group Publishing

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