A Report on Museum Branding Literature

Abstract

Research at York St John (RaY) is an institutional repository. It supports the principles of open access by making the research outputs of the University available in digital form.

Do Social Media Affect Museums’ Brand Equity? An Exploratory Qualitative Study

“…Finally, bibliography shows a positive link of social media use and consumer brand engagement in FPOs context [48,[56][57][58][59][60] or destination marketing organizations [20,[61][62][63]. Likewise, there is an association within OB/ GYN healthcare NPOs, [26,65] and cultural NPOs such as festivals [7] and museums [49,[67][68][69][70][71][72][73][74].…”

“…Nevertheless, social media is becoming a vital tool for museums' sustainability given its multidimensional effect [15], few studies have investigated its impact on brand equity [1,15,16]. Especially, within NPOs only scant studies at a desk research level-have investigated this impact [7,[15][16][17][18][19][20][21]. Currently, there are no data on the link between social media use and museums' customerbased brand equity as defined by Belenioti and Vassiliadis [16,24], Liu, Liu and Lin [26].…”

Museums Brand Equity and Social Media: Looking into Current Research Insights and Future Research Propositions

“…Still, there is a scarcity within NPOs sector [15, [19][20]. Upon the call within FPOs and NPOs sector [15, 19,[21][22], the infant stage of research on the use of social media within museums [15]and on the relationship between social media impact and NPOs' brand equity [19], this consequent paper examines the role of social media within museums' brand equity. Based on literature review analysis, the study explores (RQ1) the link between social media use and museums' customer-based museum brand equity (CBBE), (RQ2) the link between social media use the museum visitors' engagement, (RQ3) the link between social media and museum visitors' satisfaction.…”

Museum brand identity model approach: An online Delphi Study

“…Although marketing is a well-established tool, branding and brand identity management has been timidly entering the museum sector in recent decades. Several studies have demonstrated the benefits of brandoriented management that can help not only to increase visitor numbers, but also visitor familiarity and loyalty (Ajana, 2015); connect with the community (Scott, 2007); convey trust to attract funding (Pusa & Uusitalo, 2014;Belenioti et al, 2017); improve the internal management of the museum (Scott, 2007), and assure sustainability (Belenioti et al, 2017). The relationship between brand and museum has developed to the point that aside from the business world moving into museums, museums have also started to become a heritage tool for brands (Iannone and Izzo, 2017;Chaney et al, 2018).…”

“…While Anglo-American model, which prevails in British, American and Australian museums (Camatero et al, 2016;Massi & Harrison, 2009), pursues a more commercial and self-sufficient trend, in Europe (Continental European model) there is still a heavy reliance on public funding (Vicente et al, 2012), preceded by a longstanding traditional past linked to a curational orientation. In fact, some authors (Belenioti et al, 2017;Recuero Virto et al, 2017) suggest the combination of curational orientation with brand-oriented management, although empirical studies in the sector are still rather scarce.…”