Article2013

Constructing Customer‐based Museums Brand Equity Model: The Mediating Role of Brand Value

Chyong‐Ru Liu · Han‐Kuei Liu · Wei‐Rong Lin

80 citations0/0 files storedInternational Journal of Tourism Research

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Consumer Behavior in Brand Consumption and Identification Diverse Aspects of Tourism Research Museums and Cultural Heritage

Abstract

Abstract Although brand management is increasingly important to a museum manager, the existing literature on brand equity within the museum industry is sparse. This study aims to propose a museum brand equity model from the customer's perspective and to examine the mediate roles of brand value. A survey was undertaken of visitors to the National Museum of Natural Sciences in Taiwan, resulting in 367 valid responses. The results of this study provided support for the majority of the hypothesized relationships. Specifically, brand value played a full mediate role in the model. Implications and suggestions for future research are also discussed. Copyright © 2013 John Wiley & Sons, Ltd.

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References

1988Structural equation modeling in practice: A review and recommended two-step approach.1988On the Evaluation of Structural Equation Models 1988Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence 1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity 1998Fit indices in covariance structure modeling: Sensitivity to underparameterized model misspecification.1991Effects of Price, Brand, and Store Information on Buyers' Product Evaluations 2000Strategic Brand Management: Building, Measuring, and Managing Brand Equity.2014Satisfaction: A Behavioral Perspective on the Consumer

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