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Music festivals as mediators and their influence on consumer awareness

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Music festivals as mediators and their influence on consumer awareness

dc.contributor.author	Montoro Pons, Juan de Dios
dc.contributor.author	Cuadrado García, Manuel
dc.date.accessioned	2020-02-22T11:48:34Z
dc.date.available	2020-02-22T11:48:34Z
dc.date.issued	2020
dc.identifier.uri	https://hdl.handle.net/10550/73194
dc.description.abstract	Cultural products compete for public awareness in markets with high uncertainty, oversupply and a short product life cycle. Altogether, this means that only a small fraction of all releases generate the necessary consumer awareness to achieve a significant commercial success. This paper aims at identifying the informational function music festivals serve in cultural markets and how it translates into consumer discovery of cultural supply. To do so, we empirically measure informational spillover effects to performers at an established music festival. We hypothesize that this effect stems from the reputation attached to the brand equity of cultural organizations, is asymmetric, as it decreases with the success of the performer such that lesser-known performers profit more than well-known ones. Empirical results are consistent with our hypotheses.
dc.language.iso	eng
dc.relation.ispartof	Poetics, 2020
dc.source	Montoro Pons, Juan de Dios Cuadrado García, Manuel 2020 Music festivals as mediators and their influence on consumer awareness Poetics
dc.subject	Economia
dc.title	Music festivals as mediators and their influence on consumer awareness
dc.type	journal article	es_ES
dc.date.updated	2020-02-22T11:48:35Z
dc.identifier.doi	https://doi.org/10.1016/j.poetic.2019.101424
dc.identifier.idgrec	135422
dc.rights.accessRights	open access	es_ES