Opera participants’ perceptions of brand resonance

Brand resonance is a marketing concept under‐explored in the performing arts context. This paper responds by analysing focus group findings from a large Opera group, “Big Opera [1] ” (For research integrity and anonymity requirements of focus group research, the company pseudonym is Big Opera) on how decision‐makers can enhance brand resonance. Opera patronage was dwindling before the COVID‐19 pandemic, which was further crystallized during the pandemic. As the performing arts sector tries to revive, it is useful to understand how brand resonance concepts can be used to reinvigorate patronage at the opera. A qualitative study of four opera focus groups, which included 24 participants with varying levels of attendance was conducted to examine brand resonance. The study reveals that when customers have brand attachment and love, developed through intense experiences at the opera, facilitated by engagement with the brand, and community, then brand loyalty develops for the opera by intention to re‐purchase. The paper contributes to the literature by making recommendations on how to enhance brand resonance thereby increasing attendance. Intense experiences at the opera and engagement can be enhanced by offering packaged deals, such as accommodation and dinner, or drinks and canapés packages, backstage access, the development of a social club, social media brand community and loyalty programs to increase brand loyalty.