عنوان انگلیسی مقاله:

Online branding: Development of hotel branding through interactivity theory

ترجمه عنوان مقاله: توسعه نام تجاری هتل از طریق نظریه تعامل: نام تجاری آنلاین

رشته: بازاریابی

سال انتشار: 2016

تعداد صفحات مقاله انگلیسی: 11 صفحه

منبع: الزویر و ساینس دایرکت

نوع فایل: pdf

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چکیده مقاله

The present study aims to develop and test a theory-based model of website interactivity as an online branding tool. It explores the relationships among website interactivity, the dimensions of brand knowledge, and brand value in the context of hotel booking websites. An online questionnaire was completed by four hundred forty two (n = 442) responses who booked a hotel room in the previous year. Leaning on the fundamentals of branding literature and the website interactivity theory, a model was designed and seven hypotheses were tested. A two-phase analysis was considered, first a Confirmatory factor analysis (CFA) and then a Structural Equation Modeling (SEM) were conducted to test hypotheses. The results of the study show that the dimensions of website interactivity, namely two-way communication and user control, positively impact the dimensions of brand knowledge, namely brand awareness and brand image, which in turn impact brand value. We offer both theoretical and managerial implications.

Keywords: Brand knowledge; Brand awareness; Brand image; Brand value; Online branding; Website interactivity

مقدمه مقاله

The Internet is a powerful branding tool for many businesses as it offers numerous ways to promote a business online. Online branding is particularly important for service providers (e.g., hotels) who don’t have a tangible product. Thus, it is considered by many service organizations as a competitive marketing instrument that offers many opportunities. The Internet has been recognized as an in fluential medium that has changed the way hotel brands conduct business and the way travelers and hotel brands interact (€Ogüt & Onur Tas  ̧,2012). Businesses in general are still exploring for competent ways to establish strong relationships with consumers and to build their brands through online channels (Shih, Chen,& Chen, 2013). Numerous industries have migrated their marketing and operations online (Moss, Wulf, & Mullen, 2013). For instance, in the hospitality industry, the Internet is an important distribution channel and it also offers distinct opportunities to build brands online. The distinctive value that the Internet offers over conventional media is the capacity to interact with consumers. In the case of the lodging sector, this permits hotel practitioners to adjust their presentation to adapt specific travelers’ needs and likes. Contrary to other forms of media, the Internet assists hotel brands to create long-term relationships with their travelers as it allows a unique reciprocal  communication.

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