The Personality of Performing Art Venues

They develop and test a measurement scale and test hypotheses derived from the congruence model of consumer behavior. The findings suggest that venue personality can be measured along the dimensions of prestige and trendiness. They further suggest that, while consumers generally seek congruence between their own perceived levels of prestige and trendiness and those of performing arts venues, they tend to react negatively to venues they perceive as more prestigious than themselves and positively to venues they perceive as trendier than themselves.

Details: http://www.gestiondesarts.com/index.php?id=1957

in: International Journal of Arts Management (IJAM), Volume 10 - N° 3 Spring 2008