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Exploring Integrated Marketing Communications, Brand Awareness, and Brand Image in Hospitality Marketing: A Cross-Cultural Approach

2016

Purpose – The purpose of this paper is to assess customer perceptions of integration of marketing communications, brand awareness, and brand image in hospitality. Moreover, cross-cultural differences are considered when evaluating all the concepts, since national culture can have a considerable impact on customer behavior. Design/Methodology/Approach – After a literature review of the examined concepts, the results of an empirical study are presented and discussed. The empirical investigation was carried out by approaching 475 guests of upscale Croatian hotels. The SPSS software was employed for data analysis. Findings and implications – The results indicate that hotel guests assessed integ…

MarketingReturn on marketing investmentbrand awarenessMarketing mix modelingbusiness.industryintegrated marketing communications (IMC) ; brand awareness ; brand image: cross-cultural analysis ; hospitality marketinglcsh:Marketing. Distribution of productsBrand awarenessAdvertisingMarketing mixintegrated marketing communications (IMC)Brand managementMarketing managementbrand imagehospitality marketinglcsh:HF5410-5417.5BusinessBrand equityMarketingcross-cultural analysisMarketing researchGeneral Economics Econometrics and FinanceTržište
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