| Autor: |
Anna Tanova, Marina S. Arkannikova, Elena Pozdeeva, Lidiya Evseeva |
| Rok vydání: |
2021 |
| Předmět: |
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| Zdroj: |
Technology, Innovation and Creativity in Digital Society ISBN: 9783030897079 |
| Popis: |
Modern corporate museums need to use creativity in the processing of all components of the museum space when interacting with target audiences. Corporate museums play an important role as a custodian and translator of the organization’s values to the external and internal environment. The methodological basis of the work was the concept of P. Bourdieu about four types of capital, with an emphasis on cultural capital as a means of forming a single communication space of the organization and translating of the organization’s values. In the article we study distinctive characteristics of corporate museums and functional dimensions of a corporate museum subbrand, using T. Gad’s model. The article presents the results of a sociological study of corporate museums. These results enable to come to conclusion about trends of development of capitalisation of values of corporate museums and of communication opportunities of museum space which are designed to enhance the communication effects of the company’s brand. |
| Databáze: |
OpenAIRE |
| Externí odkaz: |
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