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.
History
Pagination
430 - 436
Location
University of Otago, Dunedin, New Zealand
Open access
Yes
Start date
2007-12-03
End date
2007-12-05
Language
eng
Notes
Reproduced with the kind permission of the copyright owner.