Co-destructing value through consumer fanaticism: The Scala/Loggionisti case

This research investigates the dark side of consumer fanaticism, adopting the view of stakeholders involved in the process. The inquiry starts with an analysis of six critical incidents which took place at the opera La Scala (Milan), where the loggionisti, or opera fanatics, disrupted proceedings by booing conductors, artistic directors and singers to express their disappointment. A first interpretation of this ongoing research discusses the way the interaction between the loggionisti and other stakeholders generate destruction of value of the experience and have an impact on the relationship with the artistic institution. Besides, La Scala’s management does not seem to give importance to the loggionisti, and this is likely to result in a co-destruction of value for the stakeholders involved