Utilization of Integrated Marketing Communication to Create Brand Recognition in Three to Five Star Hotels in Nairobi City County, Kenya

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dc.contributor.authorLinnett, Odawo
dc.contributor.authorAkinyi, M.
dc.contributor.authorMaranga, Vincent
dc.contributor.authorKamau, Beatrice
dc.date.accessioned2023-08-09T10:01:17Z
dc.date.available2023-08-09T10:01:17Z
dc.date.issued2022
dc.descriptionArticleen_US
dc.description.abstractPurpose: 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.en_US
dc.identifier.citationOdawo, 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.en_US
dc.identifier.urihttps://www.jemspro.org/index.php/pages/article/view/24/28
dc.identifier.urihttp://ir-library.ku.ac.ke/handle/123456789/26688
dc.language.isoenen_US
dc.publisherJEMSPROen_US
dc.subjectIntegrated Marketing Communicationen_US
dc.subjectSales Promotionsen_US
dc.subjectOnline Marketingen_US
dc.subjectBrand Recognitionen_US
dc.titleUtilization of Integrated Marketing Communication to Create Brand Recognition in Three to Five Star Hotels in Nairobi City County, Kenyaen_US
dc.typeArticleen_US
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