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A Report on Museum Branding Literature

Belenioti, Zoe Charis (Zoi Charis) ORCID: https://orcid.org/0000-0003-3600-513X, Tsourvakas, George and Vassiliadis, Chris A. (2017) A Report on Museum Branding Literature. In: Kavoura, A., Sakas, D. and Tomaras, P., (eds.) Strategic Innovative Marketing. Springer Proceedings in Business and Economics . Springer, pp. 229-234

6pagesfinal_ 1409Revision _A report on Museum Branding - Belenioti Tsourvakas Vassiliadis.pdf - Accepted Version

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Belenioti& Vassiliadis_1510_final BRAND MUSEUM PAPER.docx - Accepted Version


Recent social, financial and technological developments have changed dramatically both the NPOs’ and museums’ activities and orientation. Today, museums striving for their viability are urged on marketing and branding orientation. Despite its importance, still museum branding is a neglected research field. This is the first paper to remedy this problem by classifying the recent research by 2016 on museum branding. Drawing on a review of 33 papers this study categorizes the available research relating to the NPOs and museum branding. Therefore, the findings should make a major contribution to research on NPOs and museum/cultural marketing by serving a classification of the recent literature and by recommending both new research venues and profitable managerial recommendations to museums practitioners and scholars.

Item Type: Book Section
Status: Published
DOI: https://doi.org/10.1007/978-3-319-56288-9_31
School/Department: London Campus
URI: https://ray.yorksj.ac.uk/id/eprint/7171

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