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.File in questo prodotto:
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Corporate museums and brand authenticity Explorative research of the Gucci Museo.pdf
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