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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

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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.citation Montoro Pons, Juan de Dios Cuadrado García, Manuel 2020 Music festivals as mediators and their influence on consumer awareness Poetics
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.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 10.1016/j.poetic.2019.101424
dc.identifier.idgrec 135422
dc.rights.accessRights open access es_ES

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