Drivers, impediments and manifestations of brand orientation: An international museum study

Abstract

Purpose: While the body of work exploring brand orientation has grown, there has been a general failure to build on extant research and generate a holistic conceptualization of brand orientation. This paper aims to develop a model of the key drivers, impediments and manifestations of brand orientation in a museum context. Design/methodology/approach: A collective case study design was used, consisting of key informant interviews using a semi-structured interview protocol and analysis of institutional documents and observational research. Interviews took place with well-known museums across three countries: the UK, the USA and Australia. This paper demonstrates the richness of qualitative cas..