>
>
> CALL FOR PAPERS
>
> Special Issue: Brands in the Arts and Culture Sector
>
> Guest Editors:
>
> Professor Carsten Baumgarth (Berlin School of Economics and Law, Germany)
> Dr Daragh O'Reilly (University of Sheffield, UK)
>
> Arts Marketing: An International Journal is pleased to announce a
> Special Issue focused on advances and development with regard to
> scholarship on Brand Management and Brand Effects in the Cultural and
> Arts Sector
>
> The brand approach is a relatively new and neglected concept in the
> arts and cultural marketing domain (e.g., O’Reilly 2011). Yet strong
> and world-famous museum brands like MOMA or TATE, opera house brands
> like the MET or TEATRO ALLA SCALA, entertainment brands like CIRQUE DU
> SOLEIL, or successful artists brand like HIRST, PICASSO, or LADY GAGA
> underline the relevance of the brand concept for the art and cultural
> sector.
>
> On the one hand, some researchers have analysed the application of
> brand management ideas and techniques in the art sector, for example
> brand orientation (e.g., Baumgarth 2009), positioning (e.g., Pulh,
> Marteaux and Mencarelli 2008), and brand management for cultural
> institutions (e.g., Wallace 2006) or single artists (e.g., Schroeder
> 2005). On the other hand, few papers have dealt with the effects of
> brands on visitors to cultural institutions and events as well as on
> other stakeholders. For example, some papers present special
> techniques in order to measure brand images of cultural institutions
> (e.g., Caldwell and Coshall 2002), discuss the concept of brand equity
> in the art sector (e.g., Camarero, Garrido and Vincente 2009), adapt
> the brand community concept to the art sector (e.g., Baumgarth and
> Kaluza 2012) or analyse the construction of brand meaning by
> individual persons and society (e.g., O’Reilly 2005).
>
> This Special Issue of AMAIJ aims to bring together collaborative
> efforts from different perspectives. It is timely for leading
> researchers and practitioners to be part of the greater understanding
> and broader application of branding ideas to the art and cultural
> sector.
>
> Accordingly, the Guest Editors welcome submissions offering innovative
> insights into issues surrounding brands in the art and cultural
> sector. All rigorous and thoughtful conceptual papers, literature
> reviews, case studies, empirical studies and practice papers using a
> wide range of methodologies are encouraged. A wide variety of topics
> will be suitable for this special edition and might include (but are
> not limited to) the following:
>
> Branding and design in the field of cultural institutions and art;
> Anchoring the brand in the cultural institution (internal branding,
> behavioural branding, brand orientation, leadership);
> Areas of tension between branding and "artistic freedom";
> Arts branding and neo-liberal ideology;
> Relationship between brand and visitor orientation (and other
> orientations like custodial orientation) in the cultural sector;
> Development and management of location brands in the arts and cultural sector;
> Brand management for special cultural sectors and forms (such as festivals);
> Commercial and artistic brand values in arts and cultural organisations;
> Concepts and instruments for controlling brands in the arts and culture sector;
> Brand equity and brand strength in the arts and cultural sector;
> Arts brand experiences;
> Cooperation of brands in the arts and cultural sector and the
> commercial sector (cultural sponsoring, co-branding, theme parks,
> etc.);
> The “Star” phenomenon in the arts and cultural sector (including
> “Stars” as ingredient branding);
> Brand value in the arts and culture sector;
> Theorising the artist as a brand;
> Effects of brands on visitors and other stakeholders (such as critics);
> Brand tribes/communities ("friends") and fans in the arts and cultural sector;
> The Brand Report Card and arts brands;
> Art brand economics.
>
> The closing date for submissions is September 30, 2013.
> All manuscripts submitted should follow the guidelines for the AMAIJ.
> These are available here:
> http://www.emeraldinsight.com/products/journals/author_guidelines.htm?id=am
> Prospective contributors with questions concerning the potential
> suitability of topics, editorial expectations, or any further
> questions regarding this special issue are invited to contact the
> Guest Editors directly by email:
> Carsten Baumgarth, [log in to unmask]
> Daragh O’Reilly, [log in to unmask]
>
> References
> Baumgarth , C. (2009). Brand orientation of museums: Model and
> empirical results. International Journal of Arts Management, 11(3),
> 30‐85.
> Baumgarth, C.; Kaluza, M. (2012). ‘The friends’ of institutions s
> brand communities – conceptual model and case study. Proceedings 11th
> International Colloquium on Nonprofit, Social, Arts and Heritage
> Marketing, London.
> Caldwell, N., Coshall, J. (2002). Measuring brand associations for
> museums and galleries using repertory grid analysis. Management
> Decision, 40(3), 383-392.
> Camarero, C.; Garrido, M. J.; Vincente, E. (2009). Components of art
> exhibition brand equity for internal and external visitors. Tourism
> Management, 31, 495-504.
> O’Reilly, D. (2005). Cultural Brands/Branding Cultures. Journal of
> Marketing Management, 21, 573-588.
> O’Reilly, D. (2011). Mapping the arts marketing literature. Arts
> Marketing. An International Journal, 1(1), 26-38.
> Pulh, M.; Marteaux, S.; Mencarelli, R. (2008). Positioning Strategies
> of Cultural Institutions. International Journal of Arts Management,
> 10(3), 4-20.
> Schroeder, J. E. (2005). The artist and the brand. European Journal of
> Marketing. 39(11/12), 1291-1305.
> Wallace, M. A. (2006). Museum Branding, Alta Mira Press. Lanham et al.
>
|
