Doing more with less: Understanding the contributions of regional art gallery members

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Past research has demonstrated the positive outcomes for organisations when their members feel a strong sense of identification with the organisation. These outcomes include purchase intentions, participation and promotion behaviours such as positive word of mouth (Arnett, German and Hunt 2003; Bhattacharya and Elsbash 2002; Madrigal, 2001). However, not all members engage in all of these behaviours. The findings of this research suggest that gallery members can be differentiated in terms of the way that they contribute to their art gallery. In particular, using a cluster analysis, three types of gallery members were identified: Promoters, Donators and Committee members. An understanding of the differences between each of these member types will allow galleries to use their finite resources better by targeting their offerings to specific members of their gallery to facilitate these positive behaviours and therefore achieve more with less.
Original languageEnglish
Title of host publicationDoing more with less
EditorsPaul Ballantine, Jörg Finsterwalder
Place of PublicationNew Zealand
PublisherUniversity of Cantebury
Number of pages7
ISBN (Electronic)9780473178208
Publication statusPublished - 2010
EventAustralian and New Zealand Marketing Academy Conference - Christchurch, NZ, New Zealand
Duration: 29 Nov 201001 Dec 2010


ConferenceAustralian and New Zealand Marketing Academy Conference
Country/TerritoryNew Zealand


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