Assessing the State of Customer-Based Brand Equity Among Select Minnesota Historical Society Stakeholders
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University of Minnesota Tourism Center
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pp. 216. In spring 2013, the University of Minnesota Tourism Center worked with the Minnesota Historical
Society (MHS) to assess customer-based brand equity along four dimensions: Awareness, Image,
Loyalty and Quality. Prior research indicates nonprofit organizational performance, longevity, and
survival increase substantially when brand orientation is adopted (Napoli, 2006; Ewing & Napoli,
2005). As such, data from this research will inform MHS opportunities for increased membership;
increased private donations, and a better, stronger organization.
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Gartner, William C; Schneider, Ingrid E.; Templin, Elizabeth; Schlueter, Alexander; Meyer, Chelsea; Bengston, Paul. (2013). University of Minnesota Tourism Center. Retrieved from the University of Minnesota Digital Conservancy,
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Gartner, William C.; Schneider, Ingrid E.; Templin, Elizabeth; Schlueter, Alexander; Meyer, Chelsea; Bengston, Paul. (2013). Assessing the State of Customer-Based Brand Equity Among Select Minnesota Historical Society Stakeholders. Retrieved from the University Digital Conservancy, https://hdl.handle.net/11299/167701.
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