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- Branding (2)
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- Co-creation of experiences (1)
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Articles 1 - 4 of 4
Full-Text Articles in Business
The Role Of Brand Personality In The Arts: An Assessment Of Brand Personality Of The National Gallery Of Victoria, Jody Evans, Kerrie Bridson, Joanna Minkiewicz
The Role Of Brand Personality In The Arts: An Assessment Of Brand Personality Of The National Gallery Of Victoria, Jody Evans, Kerrie Bridson, Joanna Minkiewicz
Dr. Joanna Minkiewicz
No abstract provided.
Moving From Reverence To Relevance: An Exploration Of The Brand Image Of The Public Art Museum Sector, Jody Evans, Kerrie Bridson, Joanna Minkiewicz
Moving From Reverence To Relevance: An Exploration Of The Brand Image Of The Public Art Museum Sector, Jody Evans, Kerrie Bridson, Joanna Minkiewicz
Dr. Joanna Minkiewicz
No abstract provided.
How Do Consumers Co-Create Their Experiences? An Exploration In The Heritage Sector, Joanna Minkiewicz, Jody Evans, Kerrie Bridson
How Do Consumers Co-Create Their Experiences? An Exploration In The Heritage Sector, Joanna Minkiewicz, Jody Evans, Kerrie Bridson
Dr. Joanna Minkiewicz
Whilst the body of work around co-creation has grown, co-creation continues to be considered from a value perspective with key questions, such as what is actually being co-created, remaining unanswered. This article moves beyond value to experiences and explores co-creation of the consumption experience. The research examines the manifestations and antecedents of co-creation of the consumption experience from a consumer angle and presents a co-creation framework. Customer critic analysis with consumers from two exemplar heritage organisations is used to investigate co-creation. The findings illuminate three facets of co-creation: co-production, engagement, and personalisation. This paper addresses a gap in Service-Dominant Logic …
Retail Brand Orientation, Positional Advantage And Organisational Performance, Kerrie Bridson, Jody Evans, Joanna Minkiewicz
Retail Brand Orientation, Positional Advantage And Organisational Performance, Kerrie Bridson, Jody Evans, Joanna Minkiewicz
Dr. Joanna Minkiewicz
This study adopts a resource-based view of branding referred to as brand orientation. Despite the importance of branding in retail, relatively little empirical research has been conducted to understand the degree to which retailers can be considered brand oriented. The purpose of the present research is to establish a conceptualisation of brand orientation that is applicable in a retail context across countries. Moreover, we seek to empirically validate a model of the retail brand orientation–positional advantage–organisational performance relationship and to contribute to a more comprehensive understanding of the factors driving retailer performance. A mail survey was used to collect data …