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Components of art exhibition brand equity for internal and external visitors

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  • Camarero, Carmen
  • Garrido, María José
  • Vicente, Eva

Abstract

This paper aims to explore determinants of brand equity for cultural activities from the perspective of internal as well as external visitors. Our analysis advocates four elements for brand equity in artistic and cultural activities (loyalty, brand image, perceived quality and brand values) and assesses them for the case of an itinerant art exhibition staged over the past twenty years in a region of Spain. Building on extensive literature, a model of the relationship is developed and empirically tested using survey data collected from 406 visitors. Data are analysed through Partial Least Squares. Findings suggest that external visitors attach greater importance to brand image as a determinant of value than do internal visitors, whereas for the latter brand values are the main source of value.

Suggested Citation

  • Camarero, Carmen & Garrido, María José & Vicente, Eva, 2010. "Components of art exhibition brand equity for internal and external visitors," Tourism Management, Elsevier, vol. 31(4), pages 495-504.
    • Handle: RePEc:eee:touman:v:31:y:2010:i:4:p:495-504
    DOI: 10.1016/j.tourman.2009.05.011
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    4. Xi Li & Runzhe Yu & Xinwei Su, 2021. "Environmental Beliefs and Pro-Environmental Behavioral Intention of an Environmentally Themed Exhibition Audience: The Mediation Role of Exhibition Attachment," SAGE Open, , vol. 11(2), pages 21582440211, June.
    5. Alexander, Matthew & MacLaren, Andrew & O’Gorman, Kevin & Taheri, Babak, 2012. "“He just didn’t seem to understand the banter”: Bullying or simply establishing social cohesion?," Tourism Management, Elsevier, vol. 33(5), pages 1245-1255.
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    8. Bianchi, Constanza & Pike, Steven & Lings, Ian, 2014. "Investigating attitudes towards three South American destinations in an emerging long haul market using a model of consumer-based brand equity (CBBE)," Tourism Management, Elsevier, vol. 42(C), pages 215-223.
    9. Gangwei Cai & Lei Xu & Weijun Gao & Yan Hong & Xiaoyu Ying & Yan Wang & Fanyue Qian, 2020. "The Positive Impacts of Exhibition-Driven Tourism on Sustainable Tourism, Economics, and Population: The Case of the Echigo–Tsumari Art Triennale in Japan," IJERPH, MDPI, vol. 17(5), pages 1-24, February.
    10. Huang, Zhuowei (Joy) & Cai, Liping A., 2015. "Modeling consumer-based brand equity for multinational hotel brands – When hosts become guests," Tourism Management, Elsevier, vol. 46(C), pages 431-443.
    11. Érica Ferreiro-Rosende & Nuria Morere-Molinero & Laura Fuentes-Moraleda, 2022. "Employee and visitor interactions in museums as a driver to convey the museum brand identity: an exploratory study approach from Picasso museums," Journal of Brand Management, Palgrave Macmillan, vol. 29(4), pages 383-399, July.
    12. Wong, Tommy & Wickham, Mark, 2015. "An examination of Marriott's entry into the Chinese hospitality industry: A Brand Equity perspective," Tourism Management, Elsevier, vol. 48(C), pages 439-454.
    13. Sujin Bae & Timothy Hyungsoo Jung & Natasha Moorhouse & Minjeong Suh & Ohbyung Kwon, 2020. "The Influence of Mixed Reality on Satisfaction and Brand Loyalty in Cultural Heritage Attractions: A Brand Equity Perspective," Sustainability, MDPI, vol. 12(7), pages 1-22, April.
    14. Chi, Hsin-Kuang & Huang, Kuo-Chung & Nguyen, Huan Minh, 2020. "Elements of destination brand equity and destination familiarity regarding travel intention," Journal of Retailing and Consumer Services, Elsevier, vol. 52(C).
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