Constructing Customer-based Museums Brand Equity Model: The Mediating Role of Brand Value

Chyong Ru Liu, Han-Kui Liu, Wei Rong Lin

Research output: Contribution to journalArticle

17 Citations (Scopus)


Although brand management is increasingly important to a museum manager, the existing literature on brand equity within the museum industry is sparse. This study aims to propose a museum brand equity model from the customer's perspective and to examine the mediate roles of brand value. A survey was undertaken of visitors to the National Museum of Natural Sciences in Taiwan, resulting in 367 valid responses. The results of this study provided support for the majority of the hypothesized relationships. Specifically, brand value played a full mediate role in the model. Implications and suggestions for future research are also discussed.

Original languageEnglish
Pages (from-to)229-238
Number of pages10
JournalInternational Journal of Tourism Research
Issue number3
Publication statusPublished - 2015 May 1


All Science Journal Classification (ASJC) codes

  • Geography, Planning and Development
  • Transportation
  • Tourism, Leisure and Hospitality Management
  • Nature and Landscape Conservation

Cite this