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| Titel |
Arts organizations and branding : creating a new joint brand for three arts organizations |
| Auteur |
A. Jyrämä, S. Kajaloa, T. Johansson, A. Sirèna |
| Tijdschrifttitel |
In: The journal of arts management, law, and society. 45(2015)3(Jul/Sep.193-206) |
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| Trefwoorden |
culturele organisaties, marketing, imago, marketingtheorie, orkesten, culturele accommodaties, Finland, tijdschriftartikelen (vorm), onderzoeksrapporten (vorm) |
Samenvatting
This article investigates brand architecture by analyzing stakeholder perceptions of brand images when a new joint brand is created for the existing brands of three arts organizations. The empirical context is the Helsinki Music Center (HMC), which joins the Helsinki philharmonic orchestra (HPO), the Finnish radio symphony orchestra (FRSO) and the Sibelius Academy (SA). |
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