Abstract
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 language | English |
|---|---|
| Pages (from-to) | 229-238 |
| Number of pages | 10 |
| Journal | International Journal of Tourism Research |
| Volume | 17 |
| Issue number | 3 |
| DOIs | |
| Publication status | Published - 2015 May 1 |
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All Science Journal Classification (ASJC) codes
- Geography, Planning and Development
- Transportation
- Tourism, Leisure and Hospitality Management
- Nature and Landscape Conservation
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Constructing Customer-based Museums Brand Equity Model : The Mediating Role of Brand Value. / Liu, Chyong Ru; Liu, Han-Kui; Lin, Wei Rong.
In: International Journal of Tourism Research, Vol. 17, No. 3, 01.05.2015, p. 229-238.Research output: Contribution to journal › Article
TY - JOUR
T1 - Constructing Customer-based Museums Brand Equity Model
T2 - The Mediating Role of Brand Value
AU - Liu, Chyong Ru
AU - Liu, Han-Kui
AU - Lin, Wei Rong
PY - 2015/5/1
Y1 - 2015/5/1
N2 - 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.
AB - 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.
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UR - http://www.scopus.com/inward/citedby.url?scp=84926950095&partnerID=8YFLogxK
U2 - 10.1002/jtr.1979
DO - 10.1002/jtr.1979
M3 - Article
VL - 17
SP - 229
EP - 238
JO - International Journal of Tourism Research
JF - International Journal of Tourism Research
SN - 1099-2340
IS - 3
ER -