Purpose: Most of the cross-cultural empirical research in hospitality has focused on Western and Eastern differences and has neglected cultural diversity in Europe. As cultural differences in Europe do exist and have important implications for managers operating in hotel industry, the purpose...

Purpose: This paper examines the development of customer-based brand equity through communication consistency in a luxury hotel segment. Communication consistency is considered as a basic principle of the integrated marketing communications (IMC) approach. Design/methodology/approach: The...