1. bookVolume 5 (2017): Issue 1 (December 2017)
Journal Details
License
Format
Journal
eISSN
2346-5522
First Published
15 Dec 2013
Publication timeframe
1 time per year
Languages
English
access type Open Access

The Branding Potential for the Digital Transmission of Live-Operas to the Cinema: An International Comparison of Estonia and Germany

Published Online: 29 Dec 2017
Volume & Issue: Volume 5 (2017) - Issue 1 (December 2017)
Page range: 90 - 109
Journal Details
License
Format
Journal
eISSN
2346-5522
First Published
15 Dec 2013
Publication timeframe
1 time per year
Languages
English
Abstract

Today, opera houses are confronted by new (global) digital media offers that enable people to remain outside the opera house while attending a live-opera, e.g. via livestreamed opera performances in the cinema. This is a challenge for media managers in these fields because they need to find new ways to work with these new opportunities. Within a cultural marketing context, branding is highly relevant. Based on the brand image approach by Kevin Lane Keller (1993), we use a complex qualitative-quantitative study in order to investigate if, and how, the brand images of live-opera performances and live-streamed operas differ between countries and cultural contexts. By comparing Estonia and Germany, we found that the perception of live-opera is rather a global phenomenon with only slight differences. Furthermore, the ‘classical’ opera performance in an opera house is still preferred, with a corresponding willingness to pay, while the live-streamed opera offer may provide a modern touch. The study may help media managers in adapting their brand management to include new digital product offers and to find targeted differentiation strategies for increasingly competitive markets.

Aaker, David A. 2014. Aaker on Branding: 20 Principles That Drive Success. New York: Morgan James.Search in Google Scholar

Aaker, Jennifer; Fournier, Susan 1995. ‘A Brand as a Character, a Partner and a Person: Three Perspectives on the Question of Brand Personality’. - Advances in Consumer Research: Proceedings of the Association for Consumer Research 22, 391-395.Search in Google Scholar

Abfalter, Dagmar 2010. Das Unmessbare messen? Die Konstruktion von Erfolg im Musiktheater. Wiesbaden: VS Verlag für Sozialwissenschaften.10.1007/978-3-531-92163-1Search in Google Scholar

Alvesson, Mats 2003. ‘Beyond Neopositivists, Romantics, and Localists: A Reflexive Approach to Interviews in Organizational Research’. - Academy of Management Review 28, 1, 13-33.10.5465/amr.2003.8925191Search in Google Scholar

Backhaus, Klaus; Erichson, Bernd; Weiber, Rolf 2015. Fortgeschrittene multivariate Analysemethoden. Eine anwendungsorientierte Einführung. Heidelberg: Springer Gabler.Search in Google Scholar

Balmer, John M. T. 2008. ‘Identity Based Views of the Corporation: Insights from Corporate Identity, Organisational Identity, Social Identity, Visual Identity, Corporate Brand Identity and Corporate Image’. - European Journal of Marketing 42, 9/10, 879-906.Search in Google Scholar

Baumann, Sabine 2013. ‘Adapting to the Brave New World: Innovative Organisational Strategies for Media Companies’. - Tanja Storsul, Arne H. Krumsvik (eds.), Media Innovations: A Multidisciplinary Study of Change. Göteborg: Nordicom, 77-92.Search in Google Scholar

Baumann, Sabine 2015. ‘Media Branding from an Organizational and Management-Centered Perspective’. - Gabriele Siegert, Kati Förster, Sylvia M. Chan-Olmsted, Mart Ots (eds.), Handbook of Media Branding. Cham: Springer International, 65-80.10.1007/978-3-319-18236-0_5Search in Google Scholar

Bethlehem, Jelke G. 2009. Applied Survey Methods: A Statistical Perspective. Chichester: John Wiley & Sons. 10.1002/9780470494998Search in Google Scholar

Biel, Alexander L. 1993. ‘Converting Image into Equity’. - David A. Aaker, Alexander L. Biel (eds.), Brand Equity and Advertising: Advertising’s Role in Building Strong Brands. Hillsdale: Lawrence Erlbaum Associates, 67-82.Search in Google Scholar

Biernacki, Patrick; Waldorf, Dan 1981. ‘Snowball Sampling: Problems and Techniques of Chain Referral Sampling’. - Sociological Methods & Research 10, 2, 141-163.10.1177/004912418101000205Open DOISearch in Google Scholar

Bünsch, Nicola 2011. ‘Markenbildung für Theaterbetriebe. Forschungsstand und Perspektiven’. - Steffen Höhne, Nicola Bünsch, Ralph Ziegler (eds.), Kulturbranding III. Positionen, Ambivalenzen, Perspektiven zwischen Markenbildung und Kultur. Leipzig: Universitätsverlag, 101-123.Search in Google Scholar

Bünsch, Nicola 2015. Profil ja, Marke nein? Profilierungsstrategien öffentlicher Theater- und Opernbetriebe im Kontext der Debatte um Markenbildung im Kulturbereich. Eine interdisziplinäre und fallvergleichende Analyse. Weimar: Bauhaus-Universität Weimar.Search in Google Scholar

Burmann, Christoph; Jost-Benz, Marc; Riley, Nicola 2009. ‘Towards an Identity-Based Brand Equity Model’. - Journal of Business Research 62, 3, 390-397.10.1016/j.jbusres.2008.06.009Open DOISearch in Google Scholar

Burmann, Christoph; Schleusener, Michael; Weers, J.-P. 2005. ‘Identitätsorientierte Markenführung bei Dienstleistungen’. - Heribert Meffert, Christoph Burmann, Martin Koers (eds.), Markenmanagement. Identitätsorientierte Markenführung und praktische Umsetzung. Wiesbaden: Gabler, 411-432.Search in Google Scholar

Cornelissen, Joep P.; Haslam, Alexander S.; Balmer, John M. T. 2007. ‘Social Identity, Organizational Identity and Corporate Identity: Towards an Integrated Understanding of Processes, Patternings and Products’. - British Journal of Management 18, S1, S1-S16.10.1111/j.1467-8551.2007.00522.xOpen DOISearch in Google Scholar

Creeber, Glen; Martin, Royston 2009. ‘Introduction’. - Glen Creeber, Royston Martin (eds.), Digital Culture: Understanding New Media. Maidenhead: McGraw-Hill Education, 1-10.Search in Google Scholar

Doyle, Gillian 2013. ‘Re-Invention and Survival: Newspapers in the Era of Digital Multiplatform Delivery’. - Journal of Media Business Studies 10, 4, 1-20.10.1080/16522354.2013.11073569Search in Google Scholar

Emes, Jutta; Roll, Julia 2016. ‘Die Live-Oper im digitalen Zeitalter’. - Carsten Baumgarth, Holger J. Schmidt (eds.), Markentag 2016. Wiesbaden: Springer Gabler, 207-243. 10.1007/978-3-658-19668-4_11Search in Google Scholar

Esch, Franz-Rudolf 2014. Strategie und Technik der Markenführung. München: Vahlen.10.15358/9783800648573Search in Google Scholar

Evens, Tom 2010. ‘Value Networks and Changing Business Models for the Digital Television Industry’. - Journal of Media Business Studies 7, 4, 41-58.10.1080/16522354.2010.11073514Search in Google Scholar

Faulstich, Werner 2004. Medienwissenschaft. Konstanz: UVK Verlagsgesellschaft.Search in Google Scholar

Fetscherin, Marc; Usunier, Jean-Claude 2012. ‘Corporate Branding: An Interdisciplinary Literature Review’. - European Journal of Marketing 46, 5, 733-753.10.1108/03090561211212494Open DOISearch in Google Scholar

Föhl, Patrick S.; Lutz, Markus 2011. ‘Publikumsforschung in öffentlichen Theatern und Opern. Nutzen, Bestandsaufnahme und Ausblick’. - Patrick Glogner-Pilz, Patrick S. Föhl (eds.), Das Kulturpublikum. Fragestellungen und Befunde der empirischen Forschung. Wiesbaden: VS Verlag für Sozialwissenschaften, 53-125.10.1007/978-3-531-93297-2_3Search in Google Scholar

Gensler, Sonja; Hinz, Oliver; Skiera, Bernd; Theysohn, Sven 2012. ‘Willingness-to-Pay Estimation with Choice-Based Conjoint Analysis: Addressing Extreme Response Behavior with Individually Adapted Designs’. - European Journal of Operational Research 219, 2, 368-378.10.1016/j.ejor.2012.01.002Search in Google Scholar

Gere, Charlie 2009. Digital Culture. London: Reaktion Books.Search in Google Scholar

Glaser, Barney; Strauss, Anselm 2008. The Discovery of Grounded Theory: Strategies for Qualitative Research. London: Transaction Publishers.Search in Google Scholar

Hatch, Mary Jo; Schultz, Majken 2002. ‘The Dynamics of Organizational Identity’. - Human Relations 55, 8, 989-1018.10.1177/0018726702055008181Search in Google Scholar

Hatch, Mary Jo; Schultz, Majken 2003. ‘Bringing the Corporation into Corporate Branding’. - European Journal of Marketing 37, 7/8, 1041-1064.10.1108/03090560310477654Open DOISearch in Google Scholar

Horst, Sven-Ove; Järventie-Thesleff, Rita 2016. ‘Finding an Emergent Way through Transformational Change: A Narrative Approach to Strategy’. - Journal of Media Business Studies 13, 1, 3-21.10.1080/16522354.2015.1123854Search in Google Scholar

Horst, Sven-Ove; Moisander, Johanna 2015. ‘Paradoxes of Strategic Renewal in Traditional Print-Oriented Media Firms’. - International Journal on Media Management 17, 3, 157-174.10.1080/14241277.2015.1084306Search in Google Scholar

Järventie-Thesleff, Rita; Moisander, Johanna; Laine, Pikka-Maaria 2011. ‘Organizational Dynamics and Complexities of Corporate Brand Building: A Practice Perspective’. - Scandinavian Journal of Management 27, 2, 196-204.10.1016/j.scaman.2010.07.001Search in Google Scholar

Jobst, Johanna; Boerner, Sabine 2011. ‘Understanding Customer Satisfaction in Opera: First Steps toward a Model’. - International Journal of Nonprofit and Voluntary Sector Marketing 16, 1, 50-69.10.1002/nvsm.394Search in Google Scholar

Jones, Jennifer 2016. Social Media, Marketing, and the Opera Singer. PhD thesis. Arizona State University. Tempe.Search in Google Scholar

Josch, Moritz 2010. Wie Public Viewing die Oper auf den Kopf stellt. Überlegungen zu einer Medienverschiebung im Opernbereich. München: GRIN Verlag.Search in Google Scholar

Keller, Kevin Lane 1993. ‘Conceptualizing, Measuring, and Managing Customer-Based Brand Equity’. - Journal of Marketing 57, 1, 1-22.10.2307/1252054Open DOISearch in Google Scholar

Keller, Kevin Lane 2005. ‘Kundenorientierte Messung des Markenwerts’. - Franz-Rudolf Esch (ed.), Moderne Markenführung. Grundlagen-Innovative Ansätze-Praktische Umsetzungen. Wiesbaden: Gabler, 1307-1327.10.1007/978-3-8349-4541-9_53Search in Google Scholar

Küng, Lucy 2017. ‘Reflections on the Ascendancy of Technology in the Media and Its Implications for Organizations and Their Leaders’. - The Journal of Media Innovations 4, 1, 76-81.10.5617/jmi.v4i1.3171Search in Google Scholar

Lowe, Gregory Ferrell 2016. ‘Introduction: What’s So Special about Media Management?’ - Gregory Ferrell Lowe, Charles Brown (eds.), Managing Media Firms and Industries: What’s So Special about Media Management? Heidelberg: Springer, 1-20.10.1007/978-3-319-08515-9_1Search in Google Scholar

Lutz, Markus 2013. Besucherbindung im Opernbetrieb. Theoretische Grundlagen, empirische Untersuchungen und praktische Implikationen. Wiesbaden: Springer.10.1007/978-3-658-02112-2Search in Google Scholar

Malmelin, Nando; Moisander, Johanna 2014. ‘Brands and Branding in Media Management: Toward a Research Agenda’. - International Journal on Media Management 16, 1, 9-25.10.1080/14241277.2014.898149Search in Google Scholar

Manovich, Lev 2009. ‘The Practice of Everyday (Media) Life: From Mass Consumption to Mass Cultural Production?’ - Critical Inquiry 35, 2, 319-331.10.1086/596645Open DOISearch in Google Scholar

McDowell, Walter S. 2011. ‘The Brand Management Crisis Facing the Business of Journalism’. - International Journal on Media Management 13, 1, 37-51.Search in Google Scholar

Meffert, Heribert 2012. ‘Markenführung im Wandel. Alte Weisheiten und neue Erkenntnisse’. - Christoph Burmann, Tilo Halaszovich, Frank Hemmann (eds.), Identitätsbasierte Markenführung. Wiesbaden: Springer Gabler, 269-273.10.1007/978-3-8349-3707-0_6Search in Google Scholar

Mierzejewska, Bozena; Shaver, Dan 2014. ‘Key Changes Impacting Media Management Research’. - International Journal on Media Management 16, 2, 47-54.10.1080/14241277.2014.954439Search in Google Scholar

Mottart, André; Soetaert, Ronald; Bonamie, Bart 2004. ‘Digitization and Culture’. - Interactive Educational Multimedia: IEM 8, 24-38.Search in Google Scholar

Olleros, F. Xavier; Zhegu, Majlinda 2016. ‘Digital Transformations: An Introduction’. - F. Xavier Olleros, Majlinda Zhegu (eds.), Research Handbook on Digital Transformations. Cheltenham: Edward Elgar, 1-19.10.4337/9781784717766Search in Google Scholar

Orme, Bryan K. 2014. Getting Started with Conjoint Analysis: Strategies for Product Design and Pricing Research. Madison: Research Publishers.Search in Google Scholar

Pavlik, John V.; McIntosh, Shawn 2013. Converging Media: An Introduction to Mass Communication. Oxford: Oxford University Press.Search in Google Scholar

Phillips, Barbara J.; McQuarrie, Edward F.; Griffin, W. Glenn 2014a. ‘The Face of the Brand: How Art Directors Understand Visual Brand Identity’. - Journal of Advertising 43, 4, 318-332.10.1080/00913367.2013.867824Open DOISearch in Google Scholar

Phillips, Barbara J.; McQuarrie, Edward F.; Griffin, W. Glenn 2014b. ‘How Visual Brand Identity Shapes Consumer Response’. - Psychology & Marketing 31, 3, 225-236.10.1002/mar.20689Open DOISearch in Google Scholar

PwC 2016. Streaming the Future: How Will Technology, Media, and Telecommunications Companies Prepare for Further Disruption. S.l.: PricewaterhouseCoopers.Search in Google Scholar

Radtke, Bernd 2013. Markenidentitätsmodelle. Analyse und Bewertung von Ansätzen zur Erfassung der Markenidentität. Wiesbaden: Springer Gabler.10.1007/978-3-658-04586-9_6Search in Google Scholar

Rao, Vithala R. 2014. Applied Conjoint Analysis. Heidelberg: Springer.10.1007/978-3-540-87753-0Search in Google Scholar

Reed, Thomas Vernon 2014. Digitized Lives: Culture, Power, and Social Change in the Internet Era. Abingdon: Routledge. 10.4324/9780203374672Search in Google Scholar

Reuband, Karl-Heinz 2013a. ‘Der Bayreuther Parsifal im Kino. Das Publikum der ersten Live-Übertragung der Bayreuther Festspiele und dessen Beurteilung der Aufführung und Übertragung ins Kino’. - Wagnerspektrum 2, 185-213.Search in Google Scholar

Reuband, Karl-Heinz 2013b. ‘Opern “live” im Kino. Wird durch Opernübertragungen ins Kino ein neues und sozial ausgewogeneres Publikum erschlossen als durch Aufführungen im Opernhaus?’ - Sigrid Bekmeier- Feuerhahn, Karen van den Berg, Steffen Höhne, Rolf Keller, Birgit Mandel, Martin Tröndle, Tasos Zembylas (eds.), Die Kunst des Möglichen - Management mit Kunst. Jahrbuch für Kulturmanagement 2013. Bielefeld: Transcript-Verlag, 223-246.10.14361/transcript.9783839426883.223Search in Google Scholar

Reuband, Karl-Heinz 2015. ‘Der Besuch von Theatern und Opern in der Bundesrepublik. Verbreitung, Trends und paradoxe Altersbeziehungen’. - Norbert Sievers (ed.), Neue Kulturförderung. Kulturstatistik, Chronik, Literatur, Adressen (Jahrbuch für Kulturpolitik). Essen: Klartext, 359-374.Search in Google Scholar

Reynolds, Thomas J.; Gutman, Jonathan 1988. ‘Laddering Theory, Method, Analysis, and Interpretation’. - Journal of Advertising Research 28, 1, 11-31.Search in Google Scholar

Reynolds, Thomas J.; Phillips, Joan M. 2009. ‘A Review and Comparative Analysis of Laddering Research Methods’. - Review of Marketing Research 5, 130-174.Search in Google Scholar

Roll, Julia; Emes, Jutta; Horst, Sven-Ove 2017. ‘Cultural Marketing in the Digital Age: The Influence of Place and Media on the Brand Image of Live-Operas’. - Journal of Marketing Trends. Forthcoming.Search in Google Scholar

Roll, Julia; Höflich, Joachim R. 2014. Cooperationsbetween Companies and High Culture Institutions: Potentials for Customer Acquisition and Loyalty. An explorative study. Bauhaus-Universität Weimar.Search in Google Scholar

Sampson, Peter 1972. ‘Using the Repertory Grid Test’. - Journal of Marketing Research 9, 1, 78-81.10.2307/3149614Open DOISearch in Google Scholar

Schäfer, Hans Jürgen 1967. ‘Das Theater und sein Publikum’. - Publizistik 12, 4, 207-219. Search in Google Scholar

Siegert, Gabriele; Förster, Kati; Chan-Olmsted, Sylvia M.; Ots, Mart 2015. ‘What Is So Special About Media Branding? Peculiarities and Commonalities of a Growing Research Area’. - Gabriele Siegert, Kati Förster, Sylvia M. Chan-Olmsted, Mart Ots (eds.), Handbook of Media Branding. Cham: Springer International, 1-8.10.1007/978-3-319-18236-0_1Search in Google Scholar

Souiden, Nizar; Kassim, Norizan M.; Heung-Ja, Hong 2006. ‘The Effect of Corporate Branding Dimensions on Consumers Product Evaluation: A Cross-Cultural Analysis’. - European Journal of Marketing 40, 7/8, 825-845.10.1108/03090560610670016Open DOISearch in Google Scholar

Steichen, James 2013. ‘Are HD Broadcasts “Cannibalizing” the Metropolitan Opera’s Live Audiences?’ - OUPblog, 13 August. https://blog.oup.com/2013/08/hd-broadcast-cannibalizationmet-operas-live-audience/ (21 November 2017).Search in Google Scholar

Viagas, Robert 2017. ‘Metropolitan Opera Announces Live Cinema Broadcast Dates for 2017-18’. - Playbill, 3 March. http://www.playbill.com/article/metropolitanopera-announces-live-cinema-broadcast-datesfor-201718 (21 November 2017).Search in Google Scholar

Voyer, Benjamin G.; Kastanakis, Minas N.; Rhode, Ann Kristin 2017. ‘Co-Creating Stakeholder and Brand Identities: A Cross-Cultural Consumer Perspective’. - Journal of Business Research 70, 399-410.10.1016/j.jbusres.2016.07.010Open DOISearch in Google Scholar

Vukanović, Zvezdan 2016. ‘Business Model Research Agenda Positioning: Conceptual Frameworks, Functions, Benefits, Rationale, Dynamics, Performance, and Economic Feasibility’. - Foreign Direct Investment Inflows into the South East European Media Market: Towards a Hybrid Business Model. Cham: Springer International, 5-66.10.1007/978-3-319-30512-7_2Search in Google Scholar

Weinacht, Stefan 2015. ‘Marketing Communication of Media Brands: A Literature Review’. - Gabriele Siegert, Kati Förster, Sylvia M. Chan-Olmsted, Mart Ots (eds.), Handbook of Media Branding. Cham: Springer International, 231-249.10.1007/978-3-319-18236-0_16Search in Google Scholar

Wirtz, Bernd W.; Pelz, Richard; Ullrich, Sebastian 2011. ‘Marketing Competencies of Publishers and Ad Sales Success: An Empirical Analysis’. - Journal of Media Business Studies 8, 1, 23-46.10.1080/16522354.2011.11073517Search in Google Scholar

Woolfe, Zachary 2012. ‘I’m Ready for My Close-Up, Mr. Puccini’. - The New York Times, 27 April. http://www.nytimes.com/2012/04/29/arts/music/the-mets-hd-broadcasts-are-changing-opera.html (21 November 2017).Search in Google Scholar

Recommended articles from Trend MD

Plan your remote conference with Sciendo