Components of art exhibition brand equity for internal and external visitors

This paper aims to explore determinants of brand equity for cultural activities from the perspective of internal as well as external visitors. Our analysis advocates four elements for brand equity in artistic and cultural activities (loyalty, brand image, perceived quality and brand values) and assesses them for the case of an itinerant art exhibition staged over the past twenty years in a region of Spain. Building on extensive literature, a model of the relationship is developed and empirically tested using survey data collected from 406 visitors. Data are analysed through Partial Least Squares. Findings suggest that external visitors attach greater importance to brand image as a determinant of value than do internal visitors, whereas for the latter brand values are the main source of value.