Emoticons are not for everyone : the role of congruence between hotel brand positioning strategies and communication style in enhancing customers' brand attitude and booking intention
Sabrina M Hegner, Carlotta Lotze, Ardion Daroca Beldad
| Year of publication: |
2021
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|---|---|
| Authors: | Hegner, Sabrina ; Lotze, Carlotta ; Beldad, Ardion Daroca |
| Published in: |
Tourism and hospitality research : THR. - London : Sage Publications, ISSN 1742-9692, ZDB-ID 2094553-X. - Vol. 21.2021, 3, p. 317-329
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| Subject: | Communication style | brand positioning | consumer attitude | experiment | structural equation model | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Kommunikation | Communication | Strukturgleichungsmodell | Structural equation model | Markenimage | Brand image | Hotellerie | Hotel industry | Marketingmanagement | Marketing management | Beziehungsmarketing | Relationship marketing |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1177/1467358421993901 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012593210