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. Attached Files Name Description MIMEType Size Downloads rentschler-exhibitionsas-post-2014.pdf Authors' post print application/pdf 517.44KB 572 Title Exhibitions as sub-brands: an exploratory study Author(s) Rentschler, Ruth Bridson, Kerrie orcid.org/0000-0002-3454-9910 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 Free to Read? Yes Persistent URL http://hdl.handle.net/10536/DRO/DU:30073239 Document type: Journal Article Collections: Faculty of Business and Law School of Management and Marketing Open Access Collection Related Links Link Description Connect to Elements publication management system Go to link with your DU access privileges   Connect to published version Go to link with your DU access privileges     Unless expressly stated otherwise, the copyright for items in DRO is owned by the author, with all rights reserved. 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. Versions Version Filter Type Wed, 13 May 2015, 12:57:46 EST Thu, 14 May 2015, 05:00:11 EST Thu, 14 May 2015, 08:04:05 EST Fri, 15 May 2015, 06:26:37 EST Tue, 19 May 2015, 16:05:38 EST Tue, 19 May 2015, 16:10:08 EST Tue, 19 May 2015, 16:12:36 EST Wed, 20 May 2015, 10:11:31 EST Wed, 06 Dec 2017, 06:14:48 EST Fri, 07 Sep 2018, 17:32:05 EST Filtered Full Citation counts:   Cited 0 times in TR Web of Science Cited 0 times in Scopus Search Google Scholar Access Statistics: 586 Abstract Views, 575 File Downloads  -  Detailed Statistics Created: Wed, 13 May 2015, 12:57:46 EST