Purpose – The purpose of this paper is to empirically investigate the influences of sociodemographic (SD), environmental, and marketing mix variables on household art expenditure. Design/methodology/approach – Using the latest US census data collect from 140 metropolitan statistical areas,...

Purpose – Harry Potter is one of the world's most remarkable marketing phenomena. The purpose of this paper is to reveal that consumers interact with the Potter brand in a variety of ways, ways that parallel the four archetypal houses at Hogwarts School of Witchcraft and Wizardry....