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Experiencing the museum through visitors' eyes : a study into the influence of the museum experience on visitors' perceived brand image and loyalty.

Zaalen, J.M.A. van (2016) Experiencing the museum through visitors' eyes : a study into the influence of the museum experience on visitors' perceived brand image and loyalty.

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Abstract:In this study, the effect of the museum experience on brand image and loyalty was investigated. Furthermore, the differences between males and females, participants with a positive and negative visitor experience, and the identity-related profiles Explorers and Facilitators were investigated. Two studies were performed to answer the research question and to measure the differences between parents visiting the museum on their own versus as a family. The museum experience includes everything that is connected to the museum. In order to measure the museum experience, three models for measuring the impact of the environment on consumers were used. This led to a new museum experience model consisting of the physical, social, and socially-symbolic dimension. Results of this study show that the experience of a museum visitor changes their perceived brand image and creates a specific and content related brand image. Also, this study revealed that most participants associated educational and intellectual related traits with the museum. Loyalty is influenced by the museum experience as well. Participants with a positive museum experience were significantly more loyal to the museum than participants with a negative museum experience. This study also shows that the socially-symbolic dimension is a predictor of loyalty. This study provides new insights in the influence of the museum experience on brand image and loyalty, and shows that the socially-symbolic dimension is an important new aspect of the museum experience.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/71396
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