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Branding in the New Museum Era

Belenioti, Zoe Charis (Zoi Charis) ORCID: https://orcid.org/0000-0003-3600-513X and Vassiliadis, Chris A. (2016) Branding in the New Museum Era. In: Kavoura, A., Sakas, D. and Tomaras, P., (eds.) Strategic Innovative Marketing. Springer Proceedings in Business and Economics . Springer, pp. 115-121

Belenioti Vassiliadis_1510_final BRAND MUSEUM PAPER (002).pdf - Accepted Version

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Undoubtedly, museums play a vital role in the economy and tourism constituting of a significant unit of cultural tourism. However, facing either rival competition within the leisure industry or funding cutbacks museums are now adopting for-profit strategies aligned with marketing principles. Today museums have redefined their role and activities to conclude newer and more active experiences and entertainment, shifting to experiential notions of “edutainment” and “artertainment”. This paper extends the current knowledge by drawing on a review of 40 papers. This study presents the fundamental components of brand concept within the museum industry. Precisely, essential elements of branding such as brand equity, brand loyalty, and brand resonance are discussed and set to museum sector. This study makes an important contribution to the field of tourist and cultural marketing by advancing our understanding of museum branding and by proposing both new research topics and valuable managerial implications to museums practitioners and scholars.

Item Type: Book Section
Status: Published
DOI: https://doi.org/10.1007/978-3-319-33865-1_14
School/Department: London Campus
URI: https://ray.yorksj.ac.uk/id/eprint/7170

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