A Report on Museum Branding Literature

Zoe-Charis Belenioti (), George Tsourvakas and Chris A. Vassiliadis
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Zoe-Charis Belenioti: Aristotle University of Thessaloniki
George Tsourvakas: Aristotle University of Thessaloniki
Chris A. Vassiliadis: University of Macedonia

A chapter in Strategic Innovative Marketing, 2017, pp 229-234 from Springer

Abstract: Abstract Recent social, financial and technological developments have changed dramatically both the NPOs’ and museums’ activities and orientation. Today, museums striving for their viability are urged on marketing and branding orientation. Despite its importance, still museum branding is a neglected research field. This is the first paper to remedy this problem by classifying the recent research by 2016 on museum branding. Drawing on a review of 33 papers this study categorizes the available research relating to the NPOs and museum branding. Therefore, the findings should make a major contribution to research on NPOs and museum/cultural marketing by serving a classification of the recent literature and by recommending both new research venues and profitable managerial recommendations to museums practitioners and scholars.

Keywords: Museum marketing; Museum branding; Cultural marketing; Tourism and destination marketing (search for similar items in EconPapers)
Date: 2017
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-319-56288-9_31

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DOI: 10.1007/978-3-319-56288-9_31

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