An online research approach for a dual perspective analysis of brand associations in art museums
Year of publication: |
2023
|
---|---|
Authors: | Ranfagni, Silvia ; Milanesi, Matilde ; Guercini, Simone |
Published in: |
International review on public and non-profit marketing. - Berlin : Springer, ISSN 1865-1992, ZDB-ID 2423129-0. - Vol. 20.2023, 1, p. 149-167
|
Subject: | Art museum | Brand identity | Brand image | Digital ethnography | Text mining | User-generated content | Museum | Markenimage | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Kunst | Arts | Online-Marketing | Internet marketing | Social Web | Social web | Text |
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