RT Journal Article
T1 Exploring the power of brand extension in museums. Insights from the Louvre Abu Dhabi
A1 Recuero Virto, Nuria
A1 Aldas Manzano, Joaquin
A1 García De Madariaga Miranda, Jesús
A1 Blasco López, María Francisca
AB This study investigates the Louvre Abu Dhabi as a brand extension of the Louvre in France, focusing on factors influencing brand extension attitude and its impact on visit intention. Data from 934 questionnaires are analyzed using partial least squares in a multi-group study. The research aims to enrich discourse on tourist brands by examining brand image, perceived fit, and perceived brand localness within the context of the Louvre Abu Dhabi project. Results suggest a potential correlation between positive brand extension evaluation and increased future visits, highlighting practical implications for brand management in cultural tourism. The study also raises theoretical questions regarding global marketing research, emphasizing the need for an integrative approach to understand brand extension attitude’s role in enhancing visit intention.
YR 2024
FD 2024-09-19
LK https://hdl.handle.net/20.500.14352/108544
UL https://hdl.handle.net/20.500.14352/108544
LA eng
NO Virto, N. R., Aldas Manzano, J., Blasco López, F., & García-Madariaga, J. (2024). Exploring the Power of Brand Extension in Museums. Insights from the Louvre Abu Dhabi. Sage Open, 14(3). https://doi.org/10.1177/21582440241271901
DS Docta Complutense
RD 5 abr 2025