The role of corporate museum in enhancing consumers' perception of brand authenticity
|Speaker:||Antika Emyaem, University of Exeter|
|Date: ||Tuesday 29 June 2021|
Company museums have been existing for many decades. Previous literature proposes that, in addition to collecting and preserving business history, the company museums can be used as marketing communication tools to present a corporate heritage or identity (e.g. Nissley & Casey, 2002; Piatkowska, 2014). In addition, the museum can offer the visitors a unique and authentic experience (Pine & Gilmore, 2007), which is the essential element of contemporary marketing strategy in differentiating from competitors.
Although company museums have been receiving increasing attention from marketer as their number is rising, company museums, in general, appear to be under-researched (Danilov, 1992; Nissley & Casey, 2002). My project will explore the role of a corporate museum in facilitating company marketing communication activities to further the knowledge in corporate museum and branding disciplines. In this presentation, I will provide an overview of the company museum (its definition and functions) and the context of my research study- the Jim Thompson brand.