Psychological Aspects of Architectural Complex Perception within the Corporate Brand Philosophy

Student: Margolina Alina

Faculty: School of Integrated Communications

Educational Programme: Specialist

Year of Graduation: 2014

<p>The graduation thesis is devoted to the study of a museum's brand perception in the process of transmitting corporate brand philosophy via architectural complex. Within the study, the architecture perception pecularities and factors that influence the perceptual process were revealed. The analysis of primary emotional reactions to and consumer associations with architecture complex of three museums - Tate Modern, Walker Art Centre and Art Gallery of Ontario - was conducted using the focus group methodology. The research findings were explained, and the conclusion regarding the correspondence between actual brand perceptions and corporate brand philosophy was made.   </p>

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