RP-Department of Hospitality Management

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https://repository.ku.ac.ke/handle/123456789/1459

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Browsing RP-Department of Hospitality Management by Subject "Brand Recognition"

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    Utilization of Integrated Marketing Communication to Create Brand Recognition in Three to Five Star Hotels in Nairobi City County, Kenya
    (JEMSPRO, 2022) Linnett, Odawo; Akinyi, M.; Maranga, Vincent; Kamau, Beatrice
    Purpose: This research aims to establish the influence of Integrated Marketing Communication (IMC) dimensions on brand recognition of three- to five-star hotels. The study is based on Keller’s Brand Equity Theory and Resource based theory and employs the descriptive cross-sectional research design. Material and methods: The population target of this study was the line managers and frontline, 97 from 5-star, 195 from 4-star and 130 from 3-star hotels in Nairobi, Kenya. Primary data was collected through structured self-administered questionnaires given to frontline staff. Data analysis was done through quantitative methods, descriptive statistics, multiple regression and correlation analysis and presentation was done in tables. Findings: The regression results showed a significant relationship between sales promotions and online marketing, and brand recognition since their sig-values are less than the standard p-value (0.05). Value: The study emphasizes the importance of implementing sales promotion strategies, such as after-sales services like packaging bags and delivery, to improve brand recognition. Furthermore, it underscores the need for hotels to capitalize on digital platforms, including a customer-friendly website, social media, and Google Maps, to promote their brand and expand their recognition effectively.