Constructing Customer-based Museums Brand Equity Model: The Mediating Role of Brand Value
Article first published online: 14 NOV 2013
Copyright © 2013 John Wiley & Sons, Ltd.
International Journal of Tourism Research
Volume 17, Issue 3, pages 229–238, May/June 2015
How to Cite
2015), Constructing Customer-based Museums Brand Equity Model: The Mediating Role of Brand Value. Int. J. Tourism Res., 17: 229–238. doi: 10.1002/jtr.1979., , and (
- Issue published online: 13 APR 2015
- Article first published online: 14 NOV 2013
- Manuscript Accepted: 17 OCT 2013
- Manuscript Revised: 19 JUN 2013
- Manuscript Received: 18 APR 2012
- customer-based brand equity;
- brand value;
- museum tourism
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.