Employee and visitor interactions in museums as a driver to convey the museum brand identity: an exploratory study approach from Picasso museums-Reference-Cited by-同舟云学术

Employee and visitor interactions in museums as a driver to convey the museum brand identity: an exploratory study approach from Picasso museums

Published:2022-02-10 Issue:4 Volume:29 Page:383-399
ISSN:1350-231X
Container-title:Journal of Brand Management
language:en
Short-container-title:J Brand Manag

Author:

Ferreiro-Rosende Érica^ORCID,Morere-Molinero Nuria,Fuentes-Moraleda Laura

Publisher

Springer Science and Business Media LLC

Subject

Marketing,Strategy and Management

Link

https://link.springer.com/content/pdf/10.1057/s41262-021-00267-1.pdf

Reference60 articles.

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4. Baumgarth, C. 2009. Brand orientation of museums: Model and empirical results. International Journal of Arts Management 11(3): 30–45.

5. Baumgarth, C., M. Kaluza, and N. Lohrisch. 2016. Brand audit for cultural institutions (BAC): A validated and holistic brand controlling tool. International Journal of Arts Management 19(1): 54–68.

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