Creating a stir: the role of word of mouth in reputation management in the context of festivals

Volume: 16, Issue: 4, Pages: 461 - 483
Published: Oct 1, 2016
Abstract
This qualitative case study examines the role of word of mouth (WOM) in reputation management in the context of networked festival productions. Particularly, it explores the ways in which WOM marketing (WOMM) is employed in festival marketing and brand-building. The paper links reputation and WOM to the concept of cultural branding with the aim of providing a framework for analysing how a festival's reputation shapes the creation of a culturally...
Paper Details
Title
Creating a stir: the role of word of mouth in reputation management in the context of festivals
Published Date
Oct 1, 2016
Volume
16
Issue
4
Pages
461 - 483
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