DIGITAL BRAND EXPERIENCE IN THE CONTEXT OF CULTURAL HERITAGE – A PILOT STUDY

Arja Lemmetyinen; Lenita Nieminen

Arja Lemmetyinen Turku School of Economics at the University of Turku, Pori Unit
Lenita Nieminen Turku School of Economics at the University of Turku, Pori Unit

Abstract

The aim of this case study is to explore whether, and if so how, digitalization adds value to the perceived brand experience. We interviewed four people for this pilot study, two of them representing the provider side of the brand, the Alvar Aalto cultural route and two representing the prospective visitors to one of the destinations along the route, the Ironworks Village in Kauttua, in Finland, with its two sites, the Terrace House and the Jokisauna. Many of the benefits of the digitalization of the brand were discussed through reflections on the empirical accounts of the informants that included the brand equity dimensions: brand awareness, brand associations, brand quality, loyalty and prospective digital value. A forthcoming study will focus on the digitalization stage of the brand and the perceptions of prospective visitors will be gathered more widely by way of a survey instrument.

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