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Determinants of brand equity in cultural organizations: the case of an art exhibition

Author

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  • Carmen Camarero
  • Maria Jose Garrido-Samaniego
  • Eva Vicente

Abstract

The purpose of this research is two-fold. First, to explore the factors that help to create brand equity in cultural organizations from the visitor viewpoint and second, to examine the impact of cultural brand equity on visitor satisfaction as well as on future intentions. A model of the relationships is developed and empirically tested using data collected from visitors attending The Ages of Mankind cultural exhibition in Castilla and León, Spain. In the present study, evidence is found to support the propositions that brand equity is closely linked to the particular image it conveys, to the event's recognition, the quality of the exhibitions and the cultural values it transmits. Brand equity also impacts visitor perception of the most recent exhibition, as well as future intentions to attend or even pay an admission fee.

Suggested Citation

  • Carmen Camarero & Maria Jose Garrido-Samaniego & Eva Vicente, 2011. "Determinants of brand equity in cultural organizations: the case of an art exhibition," The Service Industries Journal, Taylor & Francis Journals, vol. 32(9), pages 1527-1549, February.
    • Handle: RePEc:taf:servic:v:32:y:2011:i:9:p:1527-1549
    DOI: 10.1080/02642069.2011.567414
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    Cited by:

    1. Seung-hye Jung & Joon-ho Kim & Ha-na Cho & Hae-won Lee & Hyun-ju Choi, 2021. "Brand Personality of Korean Dance and Sustainable Behavioral Intention of Global Consumers in Four Countries: Focusing on the Technological Acceptance Model," Sustainability, MDPI, vol. 13(20), pages 1-19, October.
    2. Juliette Ducros Passebois & Carole Martinez & Florence Euzéby, 2019. "Branding the performing arts in the digital age: Lessons from the Opéra de Paris," Post-Print hal-03174402, HAL.
    3. M. Belén Prados-Peña & M. Lourdes Gutiérrez-Carrillo & Salvador Del Barrio-García, 2019. "The Development of Loyalty to Earthen Defensive Heritage as a Key Factor in Sustainable Preventive Conservation," Sustainability, MDPI, vol. 11(13), pages 1-19, June.

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