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| Tekijä: | Camarero, C. Garrido, M. J. Vicente, E. |
| Otsikko: | Components of art exhibition brand equity for internal and external visitors |
| Lehti: | Tourism Management
2010 : AUG, VOL. 31:4, p. 495-504 |
| Asiasana: | brands art exhibitions culture brand valuation image brand loyalty quality consumer attitudes Spain |
| Kieli: | eng |
| Tiivistelmä: | This article examines the factors of brand equity in cultural organizations focusing on internal and external visitors. The study assesses four elements for brand equity: loyalty, brand image, perceived quality and brand values. The article relies on the empirical case study of itinerant art exhibition in Spain. The results indicate that brand image proves a determinant of value for external visitors, whereas internal visitors consider the brand values to be most important source of value. |
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