Measuring brand associations for museums and galleries using repertory grid analysis

doi:10.1108/00251740210426376

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Management Decision

ISSN: 0025-1747
Incorporates: Journal of Management History (Archive)

Online from: 1967

Subject Area: Management Science/Management Studies

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Measuring brand associations for museums and galleries using repertory grid analysis

Document Information:
Title:	Measuring brand associations for museums and galleries using repertory grid analysis
Author(s):	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)
Citation:	Niall Caldwell, John Coshall, (2002) "Measuring brand associations for museums and galleries using repertory grid analysis", Management Decision, Vol. 40 Iss: 4, pp.383 - 392
Keywords:	Brands, Marketing, Museums, Statistics
Article type:	Research paper
DOI:	10.1108/00251740210426376 (Permanent URL)
Publisher:	MCB UP Ltd
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.