Welcome to the InfoSci Platform
The Impact of Integrated Marketing Communications on Hotel Brand Equity: Does National Culture Matter?

The Impact of Integrated Marketing Communications on Hotel Brand Equity: Does National Culture Matter?

Maja Šerić, Irene Gil-Saura, Alejandro Mollá-Descals
Copyright: © 2020 |Pages: 29
ISBN13: 9781522592822|ISBN10: 1522592822|EISBN13: 9781522592839
DOI: 10.4018/978-1-5225-9282-2.ch004
Cite Chapter Cite Chapter

MLA

Šerić, Maja, et al. "The Impact of Integrated Marketing Communications on Hotel Brand Equity: Does National Culture Matter?." Global Branding: Breakthroughs in Research and Practice, edited by Information Resources Management Association, IGI Global, 2020, pp. 63-91. https://doi.org/10.4018/978-1-5225-9282-2.ch004

APA

Šerić, M., Gil-Saura, I., & Mollá-Descals, A. (2020). The Impact of Integrated Marketing Communications on Hotel Brand Equity: Does National Culture Matter?. In I. Management Association (Ed.), Global Branding: Breakthroughs in Research and Practice (pp. 63-91). IGI Global. https://doi.org/10.4018/978-1-5225-9282-2.ch004

Chicago

Šerić, Maja, Irene Gil-Saura, and Alejandro Mollá-Descals. "The Impact of Integrated Marketing Communications on Hotel Brand Equity: Does National Culture Matter?." In Global Branding: Breakthroughs in Research and Practice, edited by Information Resources Management Association, 63-91. Hershey, PA: IGI Global, 2020. https://doi.org/10.4018/978-1-5225-9282-2.ch004

Export Reference

Mendeley
Favorite

Abstract

The Integrated Marketing Communications (IMC) approach appeared as a response to the need for more sophisticated marketing communication discipline in a confusing tourism marketing environment. This chapter examines the impact of IMC on the hotel brand equity dimensions, i.e. brand image, perceived quality, and brand loyalty. Moreover, it estimates the moderating effect of national culture on the relationships examined. The study is approached from the customer perspective and uses survey methodology to assess guests' perception of IMC and brand equity in the hotel contexts. In particular, 335 hotel guests participated in the empirical investigation while staying in high-quality hotels in Rome, Italy. The findings reveal that IMC exerts a positive impact on hotel brand equity. Furthermore, the inter-relationship exists between the three dimensions of hotel brand equity. In general, national culture does not exert a significant impact within the posited model.

Request Access

You do not own this content. Please login to recommend this title to your institution's librarian or purchase it from the IGI Global bookstore.