Gartner, William C.Schneider, Ingrid E.Templin, ElizabethSchlueter, AlexanderMeyer, ChelseaBengston, Paul2014-11-122014-11-122013Gartner, 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,https://hdl.handle.net/11299/167701pp. 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.enconsumer engagementequityMinnesota Historical SocietyhistoryMHSMNHShistoricaleducationalimageawarenessloyaltyqualityReport