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

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conference contribution
posted on 2007-01-01, 00:00 authored by Kerrie BridsonKerrie Bridson, J Evans
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

Event

Australian & New Zealand Marketing Academy. Conference (2007 : University of Otago)

Pagination

430 - 436

Publisher

University of Otago, School of Business, Dept. of Marketing

Location

University of Otago, Dunedin, New Zealand

Place of publication

Dunedin, New Zealand

Start date

2007-12-03

End date

2007-12-05

Language

eng

Notes

Reproduced with the kind permission of the copyright owner.

Publication classification

E1 Full written paper - refereed

Copyright notice

2007, ANZMAC

Editor/Contributor(s)

M Thyne, K Deans, J Gnoth

Title of proceedings

ANZMAC 2007 : 3Rs, reputation responsibility relevance

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