Open AccessThe Impact of Museum’s Brand Power on Active Visitor Engagement: The Dual Mediating Effect of Playfulness and Brand Resonance
Author(s) -
Tien Li Chen,
Wei Chun Lai,
Shyh-Ming Huang
Publication year - 2021
Publication title -
the international journal of the inclusive museum
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.101
H-Index - 6
eISSN - 1835-2022
pISSN - 1835-2014
DOI - 10.18848/1835-2014/cgp/v15i01/145-163
Subject(s) - visitor pattern , brand engagement , dual (grammatical number) , customer engagement , psychology , business , power (physics) , advertising , marketing , art , computer science , literature , world wide web , physics , quantum mechanics , social media , programming language