Music theatres are challenged by digitization and the emergence of new media. New media enables people to stay outside the opera house while attending a live-opera, e. g. via livestreamed opera shows in the cinema. Moreover, opera houses are confronted with declining public funds and are increasingly forced to account for an efficient allocation of resources. Against this background, market orientation and branding are of growing relevance to opera houses. Based on Keller΄s (1993) brand image approach, we use an explorative qualitative study in order to investigate similarities and differences between the brand image of live-operas experienced in an opera house versus those shown in a cinema. As a result, we found that audiences distinguish between the respective brand images in detail. Furthermore, classic liveoperas of an opera house are perceived as an original, positive, holistic, and unique experience. Music theatres can use the results of this study in order to develop targeted brand management strategies.

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Journal of Marketing Trends
Department of Media and Communication

Roll, J., Emes, J., & Horst, S.-O. (2017). Cultural Marketing in the Digital Age. Journal of Marketing Trends, 4(2), 31–37. Retrieved from