Purpose: This paper aims to investigate the consequences of the heritage experience in brand museums on the consumer–brand relationship. By highlighting its heritage within a museum, the brand proposes a specific experience that deserves attention because it is based on memory and communal...

Purpose – One conclusion is widely shared by professionals in the cultural sector: consumer motivations have changed and in particular their relations with cultural products and services. This paper seeks to analyze different trends applied to museums in order to improve the understanding of...

Purpose – The purpose of this paper is to identify the structural dimensions of a new museal offer, museoparks, which use edutainment and more generally re‐enchantment strategies. Design/methodology/approach – To bring out the symbolic dimensions specific to these cultural sites, the...

Purpose: The purpose of this paper is to propose both a retrospective and a prospective look at one of the most powerful concepts in marketing research: consumption experience. Design/methodology/approach: A historical review of the development of the concept of consumption experience is...