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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?
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Author(s): Maja Šerić (University of Valencia, Spain), Irene Gil-Saura (University of Valencia, Spain) and Alejandro Mollá-Descals (University of Valencia, Spain)
Copyright: 2020
Pages: 29
Source title: Global Branding: Breakthroughs in Research and Practice
Source Author(s)/Editor(s): Information Resources Management Association (USA)
DOI: 10.4018/978-1-5225-9282-2.ch004

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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.

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