Utilization of Integrated Marketing Communication to Create Brand Recognition in Three to Five Star Hotels in Nairobi City County, Kenya
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Date
2022
Authors
Linnett, Odawo
Akinyi, M.
Maranga, Vincent
Kamau, Beatrice
Journal Title
Journal ISSN
Volume Title
Publisher
JEMSPRO
Abstract
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.
Description
Article
Keywords
Integrated Marketing Communication, Sales Promotions, Online Marketing, Brand Recognition
Citation
Odawo, L., Maranga, V., & Kamau, B. (2022). Utilization Of Integrated Marketing Communication to Create Brand Recognition in Three to Five Star Hotels in Nairobi City County, Kenya. Journal of Economics, Management Sciences & Procurement, 2(1), 85-97.