A visitors’ experience model for mixed reality in the museum

The Influence of Mixed Reality on Satisfaction and Brand Loyalty in Cultural Heritage Attractions: A Brand Equity Perspective

“…Brand equity has been an important marketing concept since the 1980s [48] and has recently become an increasingly important concept for cultural organizations [49]. Many studies on customer-based brand equity (CBBE) rely on the models created by Aaker [21] and Keller [22,50].…”

“…Brand association is another component of brand equity linked to consumers' memory of a brand [54], which provides the basis of purchase decision-making [55]. Favorable and unique brand associations are essential to brand image [56]; therefore, when examining brand association, many studies focus on brand image (e.g., [49,57]). Overall, positive brand association and significant brand awareness contribute to a positive consumer response [19].…”

“…A brand is likely to have positive brand equity if it receives more favorable responses, that is, higher levels of brand association, awareness, preference, and familiarity [55]. The role of the brand in creating preferences and generating value and loyalty is no doubt of interest to managers of cultural institutions [49]. Indeed, most of their marketing efforts are directed toward sustaining and increasing loyalty [15].…”

The Influence of Mixed Reality on Satisfaction and Brand Loyalty: A Brand Equity Perspective

“…We went beyond the boundary of existing research, which focuses on development of experimental environments or proof of concept [10]. Finally, this study adds to existing research (e.g., [28,4,126] on the use of immersive technologies (AR, VR, MR) in cultural heritage organizations, specifically the influence of mixed reality on visitor experience [39].…”

“…Although researchers have begun to investigate how mixed reality can be integrated into urban cultural heritage experiences (e.g., [11]), research in this area is largely still in its infancy and no comprehensive framework has been developed for evaluating these novel experiences and their multiple dimensions of adoption, usability, engagement, immersion, presence, and physical awareness [23]. As highlighted by Trunfio and Campana [39], further investigation is also required into the influence of mixed reality on visitor experience and value propositions in such spaces.…”