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Measuring brand associations for museums and galleries using repertory grid analysis

Niall Caldwell (Senior Lecturer in Marketing, The Business School, University of North London, London, UK)
John Coshall (Senior Lecturer in Quantitative Methods, The Business School, University of North London, London, UK)

Management Decision

ISSN: 0025-1747

Article publication date: 1 May 2002

Abstract

This paper is a contribution to the literature on the branding of cultural institutions. In particular it focuses on visitor motivation in the field of museums and galleries. Measurement of visitor motivations and associated brand strength of cultural institutions is a relatively new concern for marketers. The need to develop further understanding of how best to market museums in the twenty‐first century motivates this research. Repertory grid analysis was used as the survey method in order to get data that were “rich” in terms of concepts, but also malleable in terms of statistical analysis. The results of an exploratory study of museum brand associations are reported, along with a discussion of the method of repertory grid analysis that was used to obtain the data. A total of 11 museums in London were targeted, with a special focus on the Tate Gallery.

Keywords

Citation

Caldwell, N. and Coshall, J. (2002), "Measuring brand associations for museums and galleries using repertory grid analysis", Management Decision, Vol. 40 No. 4, pp. 383-392. https://doi.org/10.1108/00251740210426376

Publisher

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MCB UP Ltd

Copyright © 2002, MCB UP Limited