Since the advent of the contract culture, the reduction in museum budgets, and the implementation of performance measures based on customer satisfaction management, museums have faced increasing pressure to attract wider audiences. This requires an understanding of visitor expectations, and...

Aims to explore the nature of authenticity as defined and constructed by visitors to sites of heritage. The concept of authenticity is explored through the literature relating to the commodification of the past and also in the context of postmodern theories regarding the blurring of the...

This paper looks at “dance” or “rave”, a phenomenon usually associated with youth culture. It suggests that there is a hidden consumer who falls into the 30‐40 age group. The paper examines the emergence of dance/rave, and the process of commodification of a sub‐cultural movement. It...

Purpose – The paper aims to look at some of the problems commonly associated with qualitative methodologies, suggesting that there is a need for a more rigorous application in order to develop theory and aid effective decision making. Design/methodology/approach – The paper examines three...

Purpose – Studies of marketplace cultures emphasize the benefits of communal consumption and explain the ways that brand managers can leverage subcultures and brand communities. The ephemeral and often non‐commercial nature of consumer tribes means that they are more difficult to manage....

The 1980s and 1990s have witnessed a growing application of qualitative methods, particularly in the study of consumer behaviour. This has led to some division between researchers on the basis of methodological orientation, or a positivist/interpretivist split. Much of the criticism regarding...

Purpose The purpose of the paper is to build a sociocultural perspective of brand revitalization. Maintaining brands and bringing them back to life in the market has received much less interest than their creation. Moreover, the existing literature is dominated by the marketing management...

PurposeThis paper aims to examine how and why an “old” technology and mode of consumption – vinyl records, which should have become obsolete – has managed not only to survive but also revive in the face of supposedly cheaper and superior digital formats.Design/methodology/approachThe...

Purpose – The purpose of this paper is to suggest grounded theory as a potential methodology within the field of arts marketing and the creative industries in general, particularly if the research aims to gain insights into consumer experiences. Design/methodology/approach – Grounded theory...