Engaging consumers in esthetic offerings: conceptualizing and developing a measure for arts engagement

Q3 Economics, Econometrics and Finance International Journal of Nonprofit and Voluntary Sector Marketing Pub Date : 2015-05-01 DOI:10.1002/NVSM.1525

Elyria A. Kemp

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引用次数: 18

Abstract

As the arts face a number of challenges, including changing audience tastes and inconsistent ticket purchasing behavior, there have been calls for innovative approaches to marketing. Experts in the field have suggested that “engaging experiences” in the arts be cultivated to aid in audience development efforts. However, in the literature, little attention has been devoted to defining what encompasses an “engaging experience” in the arts. This research addresses this gap by exploring the concept of “engagement in the arts” and developing a measurement tool, which accesses overall “arts engagement.” It applies emerging theories from the customer engagement and brand experience literatures to conceptualize “arts engagement.” In four studies, an arts engagement scale is tested for its validity, reliability, and its relationship with important outcomes in the consumption experience. Implications are discussed for marketing the arts as well as other consumption contexts that incorporate performance and artistic-based elements, including service delivery and experiential marketing. Copyright © 2015 John Wiley & Sons, Ltd.

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吸引消费者参与美学产品:概念化和发展艺术参与的措施

由于艺术面临着许多挑战，包括观众口味的变化和不一致的购票行为，人们一直呼吁采用创新的营销方法。该领域的专家建议，应该培养艺术中的“引人入胜的体验”，以帮助发展观众。然而，在文献中，很少有人关注艺术中“引人入胜的体验”的定义。本研究通过探索“艺术参与”的概念和开发一种测量工具来解决这一差距，该工具可以访问整体的“艺术参与”。它应用了来自客户参与和品牌体验文献的新兴理论来概念化“艺术参与”。在四项研究中，对艺术参与量表的有效性、可靠性及其与消费体验中重要结果的关系进行了测试。本文讨论了艺术营销的影响，以及其他包含表演和艺术元素的消费环境，包括服务交付和体验式营销。版权所有©2015 John Wiley & Sons, Ltd

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来源期刊

International Journal of Nonprofit and Voluntary Sector Marketing BUSINESS-

CiteScore

1.60

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0.00%

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期刊介绍： International Journal of Nonprofit and Voluntary Sector Marketing provides an international forum for peer-reviewed papers and case studies on the latest techniques, thinking and best practice in marketing for the not-for-profit sector. Its objective is to provide a forum for the publication of refereed papers and practice notes which are of direct relevance to the practitioner while meeting the highest standards of intellectual rigour. In so doing, the Journal seeks to encourage communication and the sharing of expertise between all those concerned with nonprofit marketing, including those who are involved with fundraising and marketing, public relations, advertising and communications, IT and database management, academics and consultants to the sector. The main sectors covered by International Journal of Nonprofit and Voluntary Sector Marketing are: Goods and services marketing, Fundraising, Advertising and promotion, Branding and positioning, Campaigns and lobbying, Ethics and fundraising, Information technology and database management, Sponsorship, Public relations, Events management.