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Don't tate us! The impediments and drivers of branding museums

Bridson, Kerrie and Evans, Jody 2007, Don't tate us! The impediments and drivers of branding museums, in ANZMAC 2007 : 3Rs, reputation responsibility relevance, University of Otago, School of Business, Dept. of Marketing, Dunedin, New Zealand, pp. 430-436.

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Title Don't tate us! The impediments and drivers of branding museums
Author(s) Bridson, Kerrie
Evans, Jody
Conference name Australian & New Zealand Marketing Academy. Conference (2007 : University of Otago)
Conference location University of Otago, Dunedin, New Zealand
Conference dates 3-5 Dec. 2007
Title of proceedings ANZMAC 2007 : 3Rs, reputation responsibility relevance
Editor(s) Thyne, Maree
Deans, Kenneth R.
Gnoth, Juergen
Publication date 2007
Conference series Australian and New Zealand Marketing Academy Conference
Start page 430
End page 436
Publisher University of Otago, School of Business, Dept. of Marketing
Place of publication Dunedin, New Zealand
Summary This study examines the applicability of brand orientation, and its drivers and impediments in the museum context. A multiple case study approach, with 12 institutions across two countries (United Kingdom and Australia) was carried out. Results suggest that brand orientation provides the cultural platform to retain the distinctiveness of the institution and build the symbolic representation required to remain competitive in the future.
Notes Reproduced with the kind permission of the copyright owner.
Language eng
Field of Research 150599 Marketing not elsewhere classified
Socio Economic Objective 970115 Expanding Knowledge in Commerce, Management, Tourism and Services
HERDC Research category E1 Full written paper - refereed
Copyright notice ©2007, ANZMAC
Persistent URL http://hdl.handle.net/10536/DRO/DU:30008115

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