REGIONAL MUSEUM BRAND AS ATTENDANCE FACTOR

Abstract

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.

Keywords

• маркетинговые исследования
• бренд музея
• регрессионный анализ
• осведомленность о бренде