François Colbert

An experimental investigation of the use of brand extension and co‐branding strategies in the arts

Purpose – The purpose of this study is to examine the impact of two different extension strategies, namely brand extension and co‐branding, on consumer attitude toward an extension in the context of the arts.Design/methodology/approach – An experiment was conducted in which the type of extension strategy, as well as other variables identified as potentially having an impact on consumer attitudes, were manipulated.Findings – The results showed that, whatever extension strategy is chosen, the new product should be congruent with the arts organizations activities and should be of low complexity. If these conditions are met, a co‐branding strategy appears to be preferable.Research limitations/implications – Because only two arts organizations were analyzed in this study, i.e. museums and symphonic orchestras, future studies should consider other domains of the arts. New products introduced as brand extensions should be simple and congruent with the business activities of the arts organization. If the product...

Positioning cultural arts products in the market

Traditionally, product positioning have been studied on the basis of perceptual maps. Often taking the form of a cartesian map (formed of one, two or more dimensions), these maps provide two important sets of information. First, the dimensions of the maps (made of orthogonal vectors) illustrate the criteria which are being used by consumers to compare and evaluate the products. Second products are being projected on these maps in such a way that their relative position describe the way consumer evaluates them.

CONSUMER PERCEPTIONS OF SPONSORSHIP IN THE ARTS

This article investigates consumers’ perceptions of three types of sponsors that play a role in backing financially Canadian artistic and cultural organisations: government ministries (or departments), Crown corporations and private companies. In addition to the type of sponsor and the nature of the sponsorship (philanthropic or commercial), the perceived congruence between the sponsor and the sponsored event (strong as opposed to weak), and the form of arts and cultural events (high art versus popular art and performing arts versus heritage arts) are explored in an experimental setting combining within‐subjects and between‐subjects factors. The main hypothesis of this research was that consumers’ perceptions are not the same when it comes to the different kinds of sponsors that evolve in the cultural and art fields. As the researchers explored this issue, they observed that significant differences do exist. It is believed that the rich findings of this study will be useful to civil servants.

A Brief History of Arts Marketing Thought in North America

ABSTRACT Marketing is a relatively new academic discipline. Arts marketing as a subfield of marketing began in the 1960s. Sociologists and economists were the first to contribute to the knowledge. American authors then stepped in the late 1970s to the 1990s. Starting in the 2000s, European as well as Australian colleagues took the lead in terms of number of articles published. Currently, academic research by marketing scholars is enriching this new field of inquiry on consumer behaviors and on the four traditional Ps of marketing: product (and brand), price, place, and promotion.

Arts and culture management: Academic research, a key factor for its development: heterogeneous topics that drive knowledge of the sector

Purpose The purpose of this paper is to provide an overall picture of the five articles included in this issue highlighting their contributions and revealing the importance of academic research for arts and culture management as a nascent topic in the Latin American context. Design/methodology/approach This paper elaborates a critical description of the main aspects of the papers included. The contributions are grouped together around central topics pertaining to arts and culture management such as: audience creation and environment; museums, competition and efficiency; and management skills and entrepreneurship. Findings The contributions of the articles are as diverse as the topics included in them. Some highlight the importance of the context in audience creation processes, others reveal the determinants of the institutional variables in the efficiency of artistic organisations, and a final one, reveals the deconstruction of an artistic genre and its contribution to the comprehension of organisations’ innovation processes. However, the most important contribution, within the Latin American context, consists basically in a process of dissemination and knowledge of the research developed in different international contexts and which may apply to the analysis of arts and culture management in the region. Originality/value As noted in the body of this paper, the topic of cultural management is novel and has acquired notable importance in developed economies in which the arts and culture sector has strategic value. Latin America reveals an institutional revolution which situates the cultural sector in a predominant position where its contribution to the creation of social and economic value turns it into a key field in Latin American societies. Arts and culture constitute a factor of value creation which requires carefully planned and pertinent management processes. This publication, through its five contributions, all European, is a valuable tool of dissemination for knowledge and management in Latin America, where academic research into the sector is, as yet, incipient.

L'utilisation de la promotion des ventes dans le contexte des arts de la scène

Cet article presente les resultats d’une etude experimentale dans laquelle quatre caracteristiques d’une promotion des ventes dans le contexte des arts de la scene ont ete examinees : le type de spectacle, le type de promotion, l’attrait du spectacle et le lien entre la promotion et le spectacle. Les resultats de l’etude montrent que ces facteurs ont des effets interactifs sur les reactions des consommateurs. Ainsi, on a observe que le lien entre la promotion et le spectacle a un impact positif sur l’appreciation d’une offre promotionnelle et que cet impact est plus important lorsqu’il s’agit d’un spectacle plus attrayant. Lorsque la promotion des ventes a un lien fort avec le type d’art de la scene, elle est moins susceptible d’etre vue comme une tentative de manipulation. De plus, il semble que la promotion s’appuyant sur un concours soit plus appreciee par les consommateurs interroges. Des implications de gestion sont derivees de ces resultats.

La consultation de critiques de films et son impact sur la consommation

Les dirigeants du domaine culturel imputent a la critique un pouvoir immense sur la survie d’une production. Notre recherche sur l’impact de la consultation de la critique dans le secteur du cinema montre qu’il existe en fait quatre segments sur le marche, chacun ayant des comportements differents; cette categorisation est reliee au processus de traitement de l’information chez le consommateur. Quatre elements importants semblent regir l’impact d’une critique sur chacun de ces segments, que cette critique soit positive ou negative : le fait de consulter regulierement ou non la critique, l’estime de soi du cinephile, sa sensibilite a la pression sociale et son degre de connaissance en matiere de cinema. Pour chaque cas, une strategie de promotion peut etre proposee pour profiter des effets de la critique ou en diminuer l’impact.