This thesis, presented in partial fulfillment of the requirements for the degree of Master of Business Administration/Master of Fine Arts in Theatre Management, identifies the antecedents of emotional attachment to the theatre industry and specific organizations. The five identified antecedents of theatre emotional attachment are: social bonding, audience co-creation of value, escapism, cannon of work, and organizational culture. These emotional attachments can be leveraged through marketing efforts to increase the lifetime value of a patron and raise the overall profitability of the theatre organization.
|Commitee:||Moisio, Risto, Nguyen, Hieu|
|School:||California State University, Long Beach|
|School Location:||United States -- California|
|Source:||MAI 52/03M(E), Masters Abstracts International|
|Subjects:||Arts Management, Theater|
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