Exploring the Power of Brand Extension in Museums. Insights from the Louvre Abu Dhabi

This study investigates the Louvre Abu Dhabi as a brand extension of the Louvre in France, focusing on factors influencing brand extension attitude and its impact on visit intention. Data from 934 questionnaires are analyzed using partial least squares in a multi-group study. The research aims to enrich discourse on tourist brands by examining brand image, perceived fit, and perceived brand localness within the context of the Louvre Abu Dhabi project. Results suggest a potential correlation between positive brand extension evaluation and increased future visits, highlighting practical implications for brand management in cultural tourism. The study also raises theoretical questions regarding global marketing research, emphasizing the need for an integrative approach to understand brand extension attitude’s role in enhancing visit intention. Plain language summary Unlocking the strength of museum brand expansion: Inspired by the Louvre Abu Dhabi This study looks at how the Louvre Abu Dhabi, an extension of the famous Louvre in France, influences people’s willingness to visit. It examines factors that shape attitudes toward this brand extension and how they affect the likelihood of future visits. The research involved analyzing responses from 934 questionnaires in a multi-group study. By investigating aspects like brand image, perceived fit, and perceived localness, the study sheds light on tourist brands. Results indicate that a positive evaluation of the brand extension could lead to more visits in the future, which has practical implications for managing cultural tourism brands. The study also raises theoretical questions about global marketing research, stressing the need for a comprehensive approach to understand how attitudes toward brand extensions impact visit intentions.