Assessing the State of Customer-Based Brand Equity Among Select Minnesota Historical Society Stakeholders

Title

Assessing the State of Customer-Based Brand Equity Among Select Minnesota Historical Society Stakeholders

Published Date

2013

Publisher

University of Minnesota Tourism Center

Type

Report

Abstract

Description

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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Previously Published Citation

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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Suggested citation

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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