Search results for "Integrated Marketing Communications"
showing 10 items of 31 documents
ANÁLISIS DE LOS HOTELES DE ALTA CATEGORÍA DE CROACIA DESDE EL ENFOQUE HOTEL-HUÉSPED
2011
RESUMENCroacia viene experimentando un auge turístico notable en los últimos diez años. Es crucial para su futuro desarrollo saber gestionar el sector hotelero de acuerdo con las nuevas exigencias del mercado. Este trabajo pretende analizar los hoteles de alta categoría de Croacia desde un doble enfoque hotel-huésped, centrándose en una nueva estrategia de marketing denominada Comunicación Integrada de Marketing (CIM), los avances en las Tecnologías de Información y Comunicación (TIC) y la lealtad. Los resultados demuestran el elevado grado de implantación de las TIC y de la CIM y el grado moderado de los programas de lealtad en los hoteles analizados. Además, confirman la influencia de las…
Effects of inbound marketing communications on HEIs’ brand equity: the mediating role of the student’s decision-making process. An exploratory resear…
2016
ABSTRACTA context of increased competition between higher education institutions (HEIs) for attracting potential national and international students has led universities to implement marketing communication strategies. Those strategies which are used to some extent include, among others, interactive inbound marketing. The purpose of the present exploratory study is to identify how HEIs can develop to improve their image and awareness by using new interactive marketing communication tools mediated by the student’s decision-making process. To conduct our investigation, we used both a qualitative (seven semi-structured interviews) and a quantitative survey (n = 121) methodology. Based on data …
How can perceived consistency in marketing communications influence customer-brand relationship outcomes?
2020
Abstract This paper examines the impact of perceived consistency in marketing communications on customer–brand relationship outcomes. The perception of consistent message and image through different marketing communication tools is one of the basic principles of the integrated marketing communications (IMC) approach. Although literature suggests that IMC might have an influence on customer–brand relationship outcomes, empirical evidence that supports this assumption is still weak and inconclusive. Three main brand relationship outcomes are established for the purpose of the study, i.e. trust, commitment, and loyalty. The relationships between perceived communication consistency and brand ou…
Consumer-Generated Reviews on Social Media and Brand Relationship Outcomes in the Fast-Food Chain Industry
2017
A number of studies agree on the fact that social media users tend to trust more the contents created by other users than those generated by companies’ marketing departments or advertising agencies. However, little is known regarding whether social media can actually enhance brand trust and other brand relationship outcomes that are deemed critical to the hospitality marketing literature. This paper seeks to offer some important insight on this issue by examining the impact of consumer-generated reviews on social media on four main pillars of the relationship marketing paradigm, i.e., satisfaction, trust, commitment, and loyalty. The inter-relationship between brand outcomes is also examine…
ANÁLISIS DE LOS HOTELES DE ALTA CATEGORÍA DE CROACIA DESDE EL ENFOQUE HOTEL-HUÉSPED / ANALYSIS OF HIGH-QUALITY HOTELS OF CROATIA FROM THE HOTEL-GUEST…
2011
Croacia viene experimentando un auge turístico notable en los últimos diez años. Es crucial para su futuro desarrollo saber gestionar el sector hotelero de acuerdo con las nuevas exigencias del mercado. Este trabajo pretende analizar los hoteles de alta categoría de Croacia desde un doble enfoque hotel-huésped, centrándose en una nueva estrategia de marketing denominada Comunicación Integrada de Marketing (CIM), los avances en las Tecnologías de Información y Comunicación (TIC) y la lealtad. Los resultados demuestran el elevado grado de implantación de las TIC y de la CIM y el grado moderado de los programas de lealtad en los hoteles analizados. Además, confirman la influencia de las TIC en…
Digital promotion as solution for integrated marketing communication in business
2018
El impacto de la comunicación integrada de marketing en la creación del valor de marca : un enfoque cross-cultural en el entorno hotelero
2013
En la presente tesis doctoral se examina el impacto de la Comunicación Integrada de Marketing (CIM) sobre la creación del valor de marca en los hoteles de categoría superior, desde un enfoque perceptual y relacional. Y se aborda el análisis de la CIM bajo un enfoque que la reconoce como una nueva práctica de gestión de carácter estratégico, que es potenciada en gran medida por los avances en las Tecnologías de Información y Comunicación (TIC). Además, se analiza el efecto de la cultura nacional sobre los constructos implicados y sus posibles relaciones. El contexto en el que se desarrolla el estudio es la industria hotelera, un entorno particularmente complejo y dinámico, puesto que incorpo…
CONCEPTUAL MODEL IN INTEGRATED MARKETING COMMUNICATION
2018
Integrated marketing communications are developing, with IMC approaches to communication with consumers seeing further enhancements in the scientific literature. However, in order to reach the marketing targets, a variety of IMC tools may be used in combination when implementing marketing activities. Despite each IMC tool in itself being highly distinctive, they all depend on each other in the creation of product consumption value and the enhancement of economic, communicational and social benefits. Purpose of the paper: The goal of the research is to assess the integrated marketing communications used in the marketing strategy of Latvian food retail chains. Methodology/methods: The followi…
Content analysis of the empirical research on IMC from 2000 to 2015
2016
AbstractThe overall objective of this paper is to build upon previous empirical research into integrated marketing communications (IMC) and to provide guidelines for future research. A total of 80 empirical studies on IMC published between 2000 and 2015 are examined and systematically presented and discussed. IMC implementation, impact, perception, measurement and its relationship with technology emerge as five main research topics. Researchers seem to prefer quantitative research over qualitative and descriptive statistics analysis over more elaborated techniques. Europe is established as the top IMC research region, followed by America and Asia. Communication, education, retailing and tou…
Impact of Regulatory Decisions of the Republic of Latvia on Sustainable Product Supply Provided by the Food Retail Chains
2021
This article reflects the impact of regulatory decisions of the Republic of Latvia on the food retail sector and sustainable product supply provided by food retail chains, as well as on operational trends. Attention has been drawn to the law of the Republic of Latvia on the key characteristics of foodstuffs and sales on the market. The research covers development of classification of the main instruments characterizing the products subject to the national regulation, as well as development of a scheme of the impact of the Latvian authorities on the operation of food retail chains. To implement the goal and tasks of the research, the authors have applied quantitative and qualitative research…