Department of Music

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Browsing Department of Music by Author "Boonzaaier, K."

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    A study of the antecedents of purchase intent at the Endler Concert Series
    (Stellenbosch : Stellenbosch University, 2018-03) Boonzaaier, K.; Roosenschoon, H.; Schonken, P. A.; Theron, E.; Stellenbosch University. Faculty of Arts and Social Science. Dept. of Music.
    ENGLISH ABSTRACT: Globally, the performing arts industry, and in particular the classical music performing arts industry, is challenged to maintain and grow audience attendance. The Endler Concert Series, a classical music performance platform situated within the domain of Stellenbosch University, is no exception. Within this context, consumer research is a powerful tool with which to engage with existing and potential audience members, and understanding purchase intent is a key component of managing relationship marketing. However, no study into purchase intent has ocurred within the Endler Concert Series; following on this, therefore, five antecedents of purchase intent (awareness, communication, satisfaction, trust, and value) are tested within the Endler Concert Series by means of a questionnaire, after which the findings are evaluated and discussed.