The Influence of Lighting Settings on Museum’s Brand Image and Human Satisfaction in Exhibition Halls Using Virtual Reality

This paper analyses the influence of museum lighting design on the brand image and human satisfaction inside exhibition halls, taking Birmingham museum and art gallery as the case study of this research focusing on the exhibition that included the ancient Egyptian displays. Four different generated lighting scenes using virtual reality were generated. The results showed that the lighting had an impact on the brand image and affect the willingness of people to revisit the museum and recommend it to family and friends. This research considers the museum’s visitors as active participants not just passive recipients of environmental stimuli. The research tried to provide a better understanding of how the exhibition environment in terms of lighting is perceived and provide further insight into how exhibition lighting design can enhance the visitor’s experience and create a brand image. According to the research results, visitors tend to be willing to return and stay longer in the presence of diverse and exciting lighting settings

The antecedents and influences of airline loyalty programs: the moderating role of involvement

[[abstract]]The current research attempts to examine the antecedent factors of perceived benefits (including monetary savings, exploration, entertainment, recognition, and social benefits’ quality)of airline loyalty programs affecting flight passengers’ perceived relationship investment and brand relationship qualities (including connection and partner quality) toward the airline program which in turn affects their loyalty. This research also tests the moderating effect of involvement on the relationships between the antecedents and influences toward airline loyalty programs. The results from a survey of 740 respondents indicate that the antecedent factors of recognition and social benefits have positive influences, respectively, on perceived relationship investment toward airline loyalty programs which in turn positively affects the brand relationship quality and loyalty. In addition, involvement plays an important moderating role on the relationships within the airline loyalty programs’ framework except the relationship between perceived relationship investment and partner quality. Implications for future research are discussed and limitations are noted.[[notice]]補正完