The paper explores the role played by a fashion company's museum as a driver of brand authenticity. The museum could offer to its visitors a holistic view of the brand's original culture and values, in a synthesis that integrates past and present, reinforcing the visitors' connection to the brand.

Corporate museums and brand authenticity: esplorative research of the Gucci Museo

BERTOLI, Giuseppe;
2016-01-01

Abstract

The paper explores the role played by a fashion company's museum as a driver of brand authenticity. The museum could offer to its visitors a holistic view of the brand's original culture and values, in a synthesis that integrates past and present, reinforcing the visitors' connection to the brand.
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11379/489168
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