publication . Article . 2016

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

Maja Šerić; Irene Gil Saura; Josip Mikulić;
Open Access English
  • Published: 01 Dec 2016 Journal: Tržište (issn: 0353-4790, Copyright policy)
  • Publisher: Faculty of Economics & Business, Zagreb, CROMAR (Croatian Union of Marketing Associations)
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 indica...
free text keywords: integrated marketing communications (IMC), brand awareness, brand image, cross-cultural analysis, hospitality marketing, Marketing. Distribution of products, HF5410-5417.5
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Article . 2016
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