Arts Marketing: An International Journal: Volume 4 Issue 1/2

Brands in the arts and culture sector

Carsten Baumgarth, Daragh O’Reilly

The purposes of this editorial are first, to review the background to, and development of, the Special Issue call for papers issued in March 2013 on the topic of “Brands in the…

Artist brand building: towards a spatial perspective

Jenny Sjöholm, Cecilia Pasquinelli

The purpose of this paper is to analyse how contemporary artists construct and position their “person brands” and reflects on the extent to which artist brand building results…

The branding of contemporary Chinese art and its politics: Unpacking the power discourses of the art market

Chloe Preece

The purpose of this paper is to examine the branding of the Cynical Realist and Political Pop contemporary art movements in China. The trajectory this brand has taken over the…

Exhibitions as sub-brands: an exploratory study

Ruth Rentschler, Kerrie Bridson, Jody 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…

Enhancing museum brands with experiential design to attract low-involvement visitors

Nadine Ober-Heilig, Sigrid Bekmeier-Feuerhahn, Joerg Sikkenga

This purpose of this paper is to discuss how experiential design can provide a basis for museums’ branding strategies in order to attract visitors, particularly those visitors…

“This theatre is a part of me” contrasting brand attitude and brand attachment as drivers of audience behaviour

Carsten Baumgarth

– The purpose of this paper is to investigate the influence of brand attitude and brand attachment on different categories of visitors’ behaviour.

The art of branding − lessons from visual artists

Victoria L. Rodner, Finola Kerrigan

The purpose of this paper is to highlight the importance of the field of visual arts marketing in the development of wider branding theory and practice. Drawing on examples from…

Millennial cultural consumers: co-creating value through brand communities

Sue Vaux Halliday, Alexandra Astafyeva

The purpose of this paper is to conceptualise millennial cultural consumers (MCCs) to bring together strands of consumer theory with branding theory to consider how to attract and…

Star quality: celebrity casting in London West End theatres

Niall Caldwell, Kathryn Nicholson

The purpose of this paper is to investigate the practice of casting celebrity performers in London West End theatres. The paper uses the literature on celebrity to explore the…