Journal article

The producer-consumer classification gap and its effects on music festival success

B Kuijken, MAAM Leenders, NM Wijnberg, G Gemser

European Journal of Marketing | Emerald | Published : 2016


Purpose: Producers and consumers – who represent opposing sides of the market – have different frames of reference, which may result in differences in classification of the same products. The authors aim to demonstrate that “classification gaps” have a negative effect on the performance of products and that these effects play a role in different stages of consumers’ decision process. Design/methodology/approach: The data collection consisted of three comprehensive parts covering production and consumption in the music festival market in The Netherlands. The first part focused on festival organizers who were asked to classify their own music festival in terms of musical genres. In total, 70 f..

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University of Melbourne Researchers