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Keywords: Blockbusters
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Journal Articles
Exhibitions as sub-brands: an exploratory study
Available to Purchase
Journal:
Arts and the Market
Arts Marketing: An International Journal (2014) 4 (1-2): 45–66.
Published: 30 September 2014
...Professor Carsten Baumgarth and Dr Daragh O'Reilly; Ruth Rentschler; Kerrie Bridson; Jody Evans Purpose – 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 one location...
