Understanding the contributions of regional art gallery members.

Jodie Kleinschafer, David Dowell, Mark Morrison

Research output: Contribution to conferencePaperpeer-review


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 languageEnglish
Publication statusPublished - Nov 2010
EventAustralian and New Zealand Marketing Academy Conference 2010 - University of Canterbury, Christchurch, New Zealand
Duration: 29 Nov 201001 Dec 2010


ConferenceAustralian and New Zealand Marketing Academy Conference 2010
Abbreviated titleANZMAC 2010
Country/TerritoryNew Zealand
Period29 Nov 201001 Dec 2010
OtherDoing More with Less
Internet address


  • Identification
  • Membership
  • Segmentation
  • Art
  • Non-profit
  • Relationship marketing


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