Employee and visitor interactions in museums as a driver to convey the museum brand identity: an exploratory study approach from Picasso museums

Érica Ferreiro-Rosende (), Nuria Morere-Molinero () and Laura Fuentes-Moraleda ()
Additional contact information
Érica Ferreiro-Rosende: University of Alicante
Nuria Morere-Molinero: Rey Juan Carlos University
Laura Fuentes-Moraleda: Rey Juan Carlos University

Journal of Brand Management, 2022, vol. 29, issue 4, No 4, 383-399

Abstract: Abstract The aim of this study is to analyse the gap between the museum brand identity and the employee brand behaviour during the interaction with visitors. To achieve this objective, a qualitative methodology was carried out for both the collection of documentation to identify the main characteristics of museum brand identity and participant observation for the analysis of employee brand behaviour. The study has been conducted in seven museums and monographic centres of the artist Pablo Picasso in Spain and France. The application of participant observation has made it possible to deduce three types of employee brand behaviour: visual, verbal and emotional brand behaviour. The results highlight the connection of employee behaviour with the brand dimensions related to the product, the artist, the symbolism and the link with the territory. However, the digital sphere and the elements of identity related to the organisation are not reflected in the interaction between employees and visitors. The research emphasises the need for explicit brand behaviour in the museums analysed so that the organisation’s mission and values reach visitors through employee–visitor interaction.

Keywords: Museum branding; Employee brand behaviour; Brand identity; Picasso museum (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
http://link.springer.com/10.1057/s41262-021-00267-1 Abstract (text/html)
Access to the full text of the articles in this series is restricted.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:pal:jobman:v:29:y:2022:i:4:d:10.1057_s41262-021-00267-1

Ordering information: This journal article can be ordered from
https://www.palgrave.com/gp/journal/41262

DOI: 10.1057/s41262-021-00267-1

Access Statistics for this article

Journal of Brand Management is currently edited by Joachim Kernstock, Shaun M. Powell, Mark Davies and Ur a Golob

More articles in Journal of Brand Management from Palgrave Macmillan
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().