REGIONAL MUSEUM BRAND AS ATTENDANCE FACTOR

The presence of a large number of concepts and theoretical approaches to brand assessment, coupled with the growing practical importance of brand management, taking into account the specifics of industries and areas of activity, leads to the development of special studies regarding museum brands. Th...

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Autor principal:	Irina Viktorovna Marakulina
Formato:	article
Lenguaje:	EN RU
Publicado:	Science and Innovation Center Publishing House 2020
Materias:	маркетинговые исследования бренд музея регрессионный анализ осведомленность о бренде Law K Social Sciences H
Acceso en línea:	https://doaj.org/article/5a66b5580fba4829b27bae78079364b4
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spelling	oai:doaj.org-article:5a66b5580fba4829b27bae78079364b42021-12-02T17:01:55ZREGIONAL MUSEUM BRAND AS ATTENDANCE FACTOR2070-756810.12731/2070-7568-2020-1-146-158https://doaj.org/article/5a66b5580fba4829b27bae78079364b42020-03-01T00:00:00Zhttp://journal-s.org/index.php/nk/article/view/12630https://doaj.org/toc/2070-7568The presence of a large number of concepts and theoretical approaches to brand assessment, coupled with the growing practical importance of brand management, taking into account the specifics of industries and areas of activity, leads to the development of special studies regarding museum brands. The necessity of taking into account the influence of marketing strategies and the perception of consumer value on the economic and social sustainability of museums is emphasized. Purpose – empirical testing of the hypothesis that there is a relationship between the level of brand awareness of regional museums and their attendance rates. Methodology: the monographic method, description, comparison and generalization, statistical methods and techniques are used in the article. Results: data were obtained on brand awareness of target consumers about museums in the city of Kirov, which are differentiated by specific respondents, specific museums and specific indicators of awareness. A statistically significant relationship between the indicators of popularity and attendance of museums was revealed. Practical implications: the obtained results should be used in the marketing activities of museums to implement an integrated approach to brand promotion, taking into account the achieved indicators of awareness and consumer characteristics.Irina Viktorovna MarakulinaScience and Innovation Center Publishing Housearticleмаркетинговые исследованиябренд музеярегрессионный анализосведомленность о брендеLawKSocial SciencesHENRUНаука Красноярья, Vol 9, Iss 1, Pp 146-158 (2020)
institution	DOAJ
collection	DOAJ
language	EN RU
topic	маркетинговые исследования бренд музея регрессионный анализ осведомленность о бренде Law K Social Sciences H
spellingShingle	маркетинговые исследования бренд музея регрессионный анализ осведомленность о бренде Law K Social Sciences H Irina Viktorovna Marakulina REGIONAL MUSEUM BRAND AS ATTENDANCE FACTOR
description	The presence of a large number of concepts and theoretical approaches to brand assessment, coupled with the growing practical importance of brand management, taking into account the specifics of industries and areas of activity, leads to the development of special studies regarding museum brands. The necessity of taking into account the influence of marketing strategies and the perception of consumer value on the economic and social sustainability of museums is emphasized. Purpose – empirical testing of the hypothesis that there is a relationship between the level of brand awareness of regional museums and their attendance rates. Methodology: the monographic method, description, comparison and generalization, statistical methods and techniques are used in the article. Results: data were obtained on brand awareness of target consumers about museums in the city of Kirov, which are differentiated by specific respondents, specific museums and specific indicators of awareness. A statistically significant relationship between the indicators of popularity and attendance of museums was revealed. Practical implications: the obtained results should be used in the marketing activities of museums to implement an integrated approach to brand promotion, taking into account the achieved indicators of awareness and consumer characteristics.
format	article
author	Irina Viktorovna Marakulina
author_facet	Irina Viktorovna Marakulina
author_sort	Irina Viktorovna Marakulina
title	REGIONAL MUSEUM BRAND AS ATTENDANCE FACTOR
title_short	REGIONAL MUSEUM BRAND AS ATTENDANCE FACTOR
title_full	REGIONAL MUSEUM BRAND AS ATTENDANCE FACTOR
title_fullStr	REGIONAL MUSEUM BRAND AS ATTENDANCE FACTOR
title_full_unstemmed	REGIONAL MUSEUM BRAND AS ATTENDANCE FACTOR
title_sort	regional museum brand as attendance factor
publisher	Science and Innovation Center Publishing House
publishDate	2020
url	https://doaj.org/article/5a66b5580fba4829b27bae78079364b4
work_keys_str_mv	AT irinaviktorovnamarakulina regionalmuseumbrandasattendancefactor
_version_	1718382029873086464

REGIONAL MUSEUM BRAND AS ATTENDANCE FACTOR

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