Enhancing the Appeal of Museum Branding to Younger Audiences: Conceptual Identity and Visitor Engagement in the Case of Shanxi Museum
Purpose of the Study:
This study aims to understand visitors’ visual preferences regarding the museum’s logo design and to explore how different age groups perceive visual identity and brand impression. The findings will contribute to improving future branding and communication strategies.
Your Participation:
If you agree to take part, you will be invited to complete a short electronic questionnaire. The survey contains approximately 10–12 questions, mainly covering your basic demographic information, visit experience, and your preferences for different logo designs. It will take around 10–15 minutes and can be completed by scanning a QR code with your mobile phone.
Voluntary Participation and Right to Withdraw:
Your participation is entirely voluntary. You may skip any question or withdraw from the survey at any time without any negative consequences.
Confidentiality:
No personal identifying information such as name, phone number, or ID number will be collected. All responses will be recorded anonymously and used solely for academic research purposes. The data will be stored in the researcher’s encrypted account and will only be accessible to the research team. All data will be permanently deleted within five years after the study concludes.
Potential Benefits and Risks:
There are no financial incentives or foreseeable risks involved in this study. Your feedback will help improve the museum’s brand communication and enhance engagement with the public.
Contact Information:
If you have any questions about this research, feel free to contact the researcher:
Researcher Name: Cui Guyu
Institution: Faculty of Creative Arts, University of Malaya