The Path to Loyalty Among Theater Patrons: The Importance of Interaction and a Sense of Brand Community
Description:
This article studies to what extent a theater serves as a focal point for community development, and whether that sense of community leads to more loyal patrons who are more likely to attends hows and donate to the theater.
Date:
2015
Creator:
Shaomian, Armen & Heere, Bob
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Partner:
UNT College of Business