Understanding the contributions of regional art gallery members.

Jodie Kleinschafer; David Dowell; Mark Morrison

Understanding the contributions of regional art gallery members.

Jodie Kleinschafer, David Dowell, Mark Morrison

Aberystwyth Business School

Research output: Contribution to conference › Paper › peer-review

Abstract

Past research has demonstrated the positive outcomes for organisations when their members feel a strong sense of identification with the organisation. These outcomes include purchase intentions, participation and promotion behaviours such as positive word of mouth (Arnett, German and Hunt 2003; Bhattacharya and Elsbash 2002; Madrigal, 2001). However, not all members engage in all of these behaviours. The findings of this research suggest that gallery
members can be differentiated in terms of the way that they contribute to their art gallery. In particular, using a cluster analysis, three types of gallery members were identified: Promoters, Donators and Committee members. An understanding of the differences between each of these member types will allow galleries to use their finite resources better by targeting their offerings to specific members of their gallery to facilitate these positive behaviours and therefore achieve more with less.

Original language	English
Publication status	Published - Nov 2010
Event	Australian and New Zealand Marketing Academy Conference 2010 - University of Canterbury, Christchurch, New Zealand Duration: 29 Nov 2010 → 01 Dec 2010 http://www.anzmac.org/conference_archive/2010/

Conference

Conference	Australian and New Zealand Marketing Academy Conference 2010
Abbreviated title	ANZMAC 2010
Country/Territory	New Zealand
City	Christchurch
Period	29 Nov 2010 → 01 Dec 2010
Other	Doing More with Less
Internet address	http://www.anzmac.org/conference_archive/2010/

Keywords

Identification
Membership
Segmentation
Art
Non-profit
Relationship marketing

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http://www.anzmac.org/conference_archive/2010/pdf/anzmac10Final00342.pdf

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title = "Understanding the contributions of regional art gallery members.",

abstract = "Past research has demonstrated the positive outcomes for organisations when their members feel a strong sense of identification with the organisation. These outcomes include purchase intentions, participation and promotion behaviours such as positive word of mouth (Arnett, German and Hunt 2003; Bhattacharya and Elsbash 2002; Madrigal, 2001). However, not all members engage in all of these behaviours. The findings of this research suggest that gallerymembers can be differentiated in terms of the way that they contribute to their art gallery. In particular, using a cluster analysis, three types of gallery members were identified: Promoters, Donators and Committee members. An understanding of the differences between each of these member types will allow galleries to use their finite resources better by targeting their offerings to specific members of their gallery to facilitate these positive behaviours and therefore achieve more with less. ",

keywords = "Identification, Membership, Segmentation, Art, Non-profit, Relationship marketing",

author = "Jodie Kleinschafer and David Dowell and Mark Morrison",

year = "2010",

month = nov,

language = "English",

note = "Australian and New Zealand Marketing Academy Conference 2010, ANZMAC 2010 ; Conference date: 29-11-2010 Through 01-12-2010",

url = "http://www.anzmac.org/conference_archive/2010/",

}

TY - CONF

T1 - Understanding the contributions of regional art gallery members.

AU - Kleinschafer, Jodie

AU - Dowell, David

AU - Morrison, Mark

PY - 2010/11

Y1 - 2010/11

N2 - Past research has demonstrated the positive outcomes for organisations when their members feel a strong sense of identification with the organisation. These outcomes include purchase intentions, participation and promotion behaviours such as positive word of mouth (Arnett, German and Hunt 2003; Bhattacharya and Elsbash 2002; Madrigal, 2001). However, not all members engage in all of these behaviours. The findings of this research suggest that gallerymembers can be differentiated in terms of the way that they contribute to their art gallery. In particular, using a cluster analysis, three types of gallery members were identified: Promoters, Donators and Committee members. An understanding of the differences between each of these member types will allow galleries to use their finite resources better by targeting their offerings to specific members of their gallery to facilitate these positive behaviours and therefore achieve more with less.

AB - Past research has demonstrated the positive outcomes for organisations when their members feel a strong sense of identification with the organisation. These outcomes include purchase intentions, participation and promotion behaviours such as positive word of mouth (Arnett, German and Hunt 2003; Bhattacharya and Elsbash 2002; Madrigal, 2001). However, not all members engage in all of these behaviours. The findings of this research suggest that gallerymembers can be differentiated in terms of the way that they contribute to their art gallery. In particular, using a cluster analysis, three types of gallery members were identified: Promoters, Donators and Committee members. An understanding of the differences between each of these member types will allow galleries to use their finite resources better by targeting their offerings to specific members of their gallery to facilitate these positive behaviours and therefore achieve more with less.

KW - Identification

KW - Membership

KW - Segmentation

KW - Art

KW - Non-profit

KW - Relationship marketing

UR - http://hdl.handle.net/2160/40917

M3 - Paper

T2 - Australian and New Zealand Marketing Academy Conference 2010

Y2 - 29 November 2010 through 1 December 2010

ER -

Understanding the contributions of regional art gallery members.

Abstract

Conference

Keywords

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