ИСТИНА

This paper examines the perception of museum brand value by Russian and UK visitors and unveils cross-cultural differences between dimensions that form the overall perceived value of visitors' experience. The authors first analyze the relevant literature on the issues of perceived museum brand value and then depict methods to gain empirical evidence concerning Russia and the UK. The analysis of empirical results shows that there are both similar values of museum visitors from these two countries and the differences in assessing some components of museum value proposal, namely spiritual value, applied value, and well-being value. The research contributes to the literature on museum marketing by shedding light on the paths of improving museums' value proposition taking into account common and specific values of visitors from different cultures.