Research Article
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Developing brand equity through online and offline marketing: an investigation in hotels of Tehran

Year 2022, Volume: 4 Issue: 2, 89 - 97, 08.12.2022

Abstract

This study aims to measure the relationship between online marketing (during the buying process, including information retrieval and reservation) and offline experiential marketing (during the stay) with equity at the hotel. In addition, this study attempts to determine whether there is a significant relationship between online hotel experience and subsequent hotel experience in offline mode. For this purpose, 384 people have randomly been selected among the customers of 4-star hotels in Tehran (unlimited). The main tool for data collection is a questionnaire and, to evaluate the model and research hypotheses at the inferential level, the method of path analysis and structural equation modeling has been used. The SPSS 25 and PLS 3 software were used to analyze and use the above tests. The research findings showed that offline experiential marketing of hotel customers has a significant effect on the special value of the hotel branding and also online marketing of hotel customers not only has a significant effect on the special value of the hotel branding but also on offline experiential marketing of customers.

References

  • Brakus, J.J., Schmitt, B.H., & Zarantonello, L. (2009). Brand experience: what is it? How is it measured? Does it affect loyalty? Journal of Marketing, 73(3), 52-68.
  • Ben Brahim, S. (2016). The impact of online advertising on tunisian consumers’ purchase intention. Journal of Marketing Research and Case Studies, 1–13.
  • Castañeda, García JA., Andrea, D. V. G., & Suárez, R. C. (2018). The effect of online and offline experiential marketing on brand equity in the hotel sector: El efecto del marketing experiencial en el capital de marca, Spanish Journal of Marketing – ESIC, 22(1), 22-41.
  • Farbod, Ebrahim, Oladi, B., & Abbasi, N. (2018). Questionnaire data analysis using IBM SPSS25 software. Mehregan Ghalam.
  • Farhangi. A. A. Abbaspour, A., Bourghani Farahani, S., & Abachian Ghasemi, R. (2015). Analysis of the effect of social media on customers' attitudes toward the brand and intention to buy from the company: A case study of Iran Khodro Company. World Journal of Media, 9(2), 110-131.
  • Fornell, C. & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing research, 18(1), 39-50.
  • Ha, H. Y., John, J., John, J. D., & Chung, Y. K. (2018). Temporal effects of ınformation from social networks on online behavior: the role of cognitive and affective trust. Internet Research, 26(1), 213-235.
  • Habibi, Arash (2013). SPSS software application training. Pars Manager.
  • Hassan, L. F. A., Jusoh, W. J. W., & Hamid, Z. (2018). Determinant of customer loyalty in Malaysian takaful industry. Procedia-Social and Behavioral Sciences, 130, 362-370.
  • Henseler, J., Ringle, C. M., & Sinkovics, R. R. (2009). The use of partial least squares path modeling in international marketing. Advances in international marketing, 20, 277-319.
  • Henseler, J., Hubona, G. & Ray, P. A. (2016). Using PLS path modeling in new technology research: updated guidelines. Industrial Management & Data Systems, 116(1), 2–20.
  • Ismaili, A., Taheri, F. (2015). Assessing the impact of online communities on customer loyalty to the brand in social networks. First International Conference on Accounting, Management and Business Innovation - Gilan, Pooyandegan Institute of New Thoughts and Soomehsara Municipality, Complex Farabi Cultural and Artistic Department of Culture and Guidance.
  • Kaplan, A. M., & Haenlein, M. (2017). Users of the world, unite! The challenges and opportunities of social media. Business Horizons, 53(1), 59-68.
  • Khosravi, A., Forouzandeh, M. & Safahani, N. (2015). Creating brand awareness in online social networks. International Conference on New Research Achievements in Economic Accounting Management, Tehran, Nikan Institute of Higher Education.
  • Kim, W., Jin-Sun, B., & Kim, H. (2008). Multidimensional customer-based Brand equity and its consequences in midpriced hotels, Journal of Hospitality & Tourism Research, 32(2), 235-254.
  • Kohli, C., Suri, R., & Kapoor, A. (2014). Will social media kill branding? Business Horizons, 58(1), 35-44.
  • Lindemann, J. (2004). Brand valuation in R. Clifton (ed), Brands and Branding. London: Economist.
  • Mohammadian, M., Dehdashti Shahrokh, Z., Jalalzadeh Moghadam Shahri, A. (2012). Prioritizing Factors Affecting Internet Companies' Brand Equity (Allame Tabatabayi University's Students' Viewpoints). Journal of Information Technology Management, 4(12), 187-212.
  • Mohsenin, S. & Esfidani, M. R. (2014). Structural equations based on the partial least squares approach using Smart-PLS software. Kind Book Published.
  • Momeni, M., & Qayyum, A. (2011). Statistical analysis using SPSS. Tehran: New Book.
  • Mousavi, A., & Kenareh, F. M. (2020). The impact of social media on brand society characteristics, value creation methods, trust and brand loyalty (Case Study of iPhone Mobile Comparison) and Samsung (Galaxy). Journal of Marketing Management, 3(69), 69-91.
  • Nambisan, P., & Watt, J. (2011). Managing customer experiences in online product communities. Journal of Business Research, 64, 889-895.
  • Nasiri Kakalki, R. (2019). Investigating the impact of experimental online and offline experiential marketing on brand equity (case study: Homa Hotel), 5th International Conference on Management, Psychology and Humanities with Sustainable Development Approach, Tehran, Center for Development Strategies Stable
  • Ningsih, S., & Segoro, W. (2014). The influence of customer satisfaction, switching cost and trusts in a brand on customer loyalty–the survey on student as im3 users in depok, Indonesia. Procedia-Social and Behavioral Sciences, 143, 1015-1019.
  • Novak, T., Hoffman, D., & Yung, Y. (2000). Measuring the customer experience in online environments: a structural modeling approach, Marketing Science, 19(1), 22-42.
  • Rose, S., Hair, N., & Clark, M. (2011). Online customer experience: a review of the business-toconsumer online purchase context, International Journal of Management Reviews, 13(1), 24-39.
  • Rostami, M., & Ghobadi, S. (2016). Investigating the ımpact of online ınterests on brand equity in ınternet banking, 2nd International Conference on Accounting, Economics and Financial Management, Shahrekord, Payame Noor University, Shahrekord Branch.
  • Seyed A., Mir M., Amaniyasari B. J., & Khezri Azar, H. (2012). Introduction to structural equation modeling by PLS method and its application in behavioral sciences with the introduction of SmartPLS, VisualPLS, PLS-Graph software, Urmia University Press.
  • Shirkhodai M., Mahboubeh S., Soheil N., & Sahar, M. N. (2017). Investigating the impact of social media on the formation of trust and loyalty to the brand in the brand society (case study: instagram social network), Quarterly Journal of New Marketing Research, 7(3), 106-124.
  • Schmitt, B.H. (1999). Experiential marketing; how to get customers to sense, feel, think, act, relate to your company and brands. The Free Press.
  • Tenenhaus, M., Esposito Vinzi, V., Chatelin, Y. M., & Lauro, C. (2005). PLS path modeling. Computational Statistics & Data Analysis, 48, 59–205
  • Vázquez-Casielles, R., & Cachero-Martínez, S. (2014). Experiencias del consumidor en el entorno detallista offline: importancia de las emociones y el valor de la experiencia. In Experiencia y Comportamiento del Cliente en un Entorno Multicanal: Claves de Éxito para Fabricantes y Detallistas, (Ed.) Cátedra Fundación Ramón Areces de Distribución Comercial, Oviedo, 205-224.

Çevrimiçi ve çevrimdışı pazarlama yoluyla marka değerinin geliştirilmesi: Tahran otellerinde bir araştırma

Year 2022, Volume: 4 Issue: 2, 89 - 97, 08.12.2022

Abstract

Bu çalışma, çevrimiçi pazarlama (bilgi alma ve rezervasyon dahil olmak üzere satın alma sürecinde) ve çevrimdışı deneyimsel pazarlama (konaklama sırasında) ile otelin marka değeri arasındaki ilişkiyi ölçmeyi amaçlamaktadır. Buna ek olarak, bu çalışma, çevrimiçi otel deneyimi ile sonraki otel deneyimi arasında çevrimdışı modda anlamlı bir ilişki olup olmadığını belirlemeye çalışmaktadır. Bu amaçla Tahran'da bulunan 4 yıldızlı otellerin turistleri arasından rastgele 384 kişi (sınırsız) seçilmiştir. Veri toplama için ana araç bir ankettir ve modeli ve araştırma hipotezlerini çıkarımsal düzeyde değerlendirmek için yol analizi yöntemi ve yapısal eşitlik modellemesi kullanılmıştır. Yukarıdaki testleri analiz etmek ve kullanmak için SPSS 25 ve PLS 3 yazılımı kullanılmıştır. Araştırma bulguları, otel müşterilerinin çevrimdışı deneyimsel pazarlamasının otel markasının özel değeri üzerinde önemli bir etkiye sahip olduğunu ve ayrıca otel turistlerinin çevrimiçi pazarlamasının sadece otel markasının özel değeri üzerinde değil, aynı zamanda çevrimdışı deneyimsel değer üzerinde de önemli bir etkiye sahip olduğunu göstermiştir.

References

  • Brakus, J.J., Schmitt, B.H., & Zarantonello, L. (2009). Brand experience: what is it? How is it measured? Does it affect loyalty? Journal of Marketing, 73(3), 52-68.
  • Ben Brahim, S. (2016). The impact of online advertising on tunisian consumers’ purchase intention. Journal of Marketing Research and Case Studies, 1–13.
  • Castañeda, García JA., Andrea, D. V. G., & Suárez, R. C. (2018). The effect of online and offline experiential marketing on brand equity in the hotel sector: El efecto del marketing experiencial en el capital de marca, Spanish Journal of Marketing – ESIC, 22(1), 22-41.
  • Farbod, Ebrahim, Oladi, B., & Abbasi, N. (2018). Questionnaire data analysis using IBM SPSS25 software. Mehregan Ghalam.
  • Farhangi. A. A. Abbaspour, A., Bourghani Farahani, S., & Abachian Ghasemi, R. (2015). Analysis of the effect of social media on customers' attitudes toward the brand and intention to buy from the company: A case study of Iran Khodro Company. World Journal of Media, 9(2), 110-131.
  • Fornell, C. & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing research, 18(1), 39-50.
  • Ha, H. Y., John, J., John, J. D., & Chung, Y. K. (2018). Temporal effects of ınformation from social networks on online behavior: the role of cognitive and affective trust. Internet Research, 26(1), 213-235.
  • Habibi, Arash (2013). SPSS software application training. Pars Manager.
  • Hassan, L. F. A., Jusoh, W. J. W., & Hamid, Z. (2018). Determinant of customer loyalty in Malaysian takaful industry. Procedia-Social and Behavioral Sciences, 130, 362-370.
  • Henseler, J., Ringle, C. M., & Sinkovics, R. R. (2009). The use of partial least squares path modeling in international marketing. Advances in international marketing, 20, 277-319.
  • Henseler, J., Hubona, G. & Ray, P. A. (2016). Using PLS path modeling in new technology research: updated guidelines. Industrial Management & Data Systems, 116(1), 2–20.
  • Ismaili, A., Taheri, F. (2015). Assessing the impact of online communities on customer loyalty to the brand in social networks. First International Conference on Accounting, Management and Business Innovation - Gilan, Pooyandegan Institute of New Thoughts and Soomehsara Municipality, Complex Farabi Cultural and Artistic Department of Culture and Guidance.
  • Kaplan, A. M., & Haenlein, M. (2017). Users of the world, unite! The challenges and opportunities of social media. Business Horizons, 53(1), 59-68.
  • Khosravi, A., Forouzandeh, M. & Safahani, N. (2015). Creating brand awareness in online social networks. International Conference on New Research Achievements in Economic Accounting Management, Tehran, Nikan Institute of Higher Education.
  • Kim, W., Jin-Sun, B., & Kim, H. (2008). Multidimensional customer-based Brand equity and its consequences in midpriced hotels, Journal of Hospitality & Tourism Research, 32(2), 235-254.
  • Kohli, C., Suri, R., & Kapoor, A. (2014). Will social media kill branding? Business Horizons, 58(1), 35-44.
  • Lindemann, J. (2004). Brand valuation in R. Clifton (ed), Brands and Branding. London: Economist.
  • Mohammadian, M., Dehdashti Shahrokh, Z., Jalalzadeh Moghadam Shahri, A. (2012). Prioritizing Factors Affecting Internet Companies' Brand Equity (Allame Tabatabayi University's Students' Viewpoints). Journal of Information Technology Management, 4(12), 187-212.
  • Mohsenin, S. & Esfidani, M. R. (2014). Structural equations based on the partial least squares approach using Smart-PLS software. Kind Book Published.
  • Momeni, M., & Qayyum, A. (2011). Statistical analysis using SPSS. Tehran: New Book.
  • Mousavi, A., & Kenareh, F. M. (2020). The impact of social media on brand society characteristics, value creation methods, trust and brand loyalty (Case Study of iPhone Mobile Comparison) and Samsung (Galaxy). Journal of Marketing Management, 3(69), 69-91.
  • Nambisan, P., & Watt, J. (2011). Managing customer experiences in online product communities. Journal of Business Research, 64, 889-895.
  • Nasiri Kakalki, R. (2019). Investigating the impact of experimental online and offline experiential marketing on brand equity (case study: Homa Hotel), 5th International Conference on Management, Psychology and Humanities with Sustainable Development Approach, Tehran, Center for Development Strategies Stable
  • Ningsih, S., & Segoro, W. (2014). The influence of customer satisfaction, switching cost and trusts in a brand on customer loyalty–the survey on student as im3 users in depok, Indonesia. Procedia-Social and Behavioral Sciences, 143, 1015-1019.
  • Novak, T., Hoffman, D., & Yung, Y. (2000). Measuring the customer experience in online environments: a structural modeling approach, Marketing Science, 19(1), 22-42.
  • Rose, S., Hair, N., & Clark, M. (2011). Online customer experience: a review of the business-toconsumer online purchase context, International Journal of Management Reviews, 13(1), 24-39.
  • Rostami, M., & Ghobadi, S. (2016). Investigating the ımpact of online ınterests on brand equity in ınternet banking, 2nd International Conference on Accounting, Economics and Financial Management, Shahrekord, Payame Noor University, Shahrekord Branch.
  • Seyed A., Mir M., Amaniyasari B. J., & Khezri Azar, H. (2012). Introduction to structural equation modeling by PLS method and its application in behavioral sciences with the introduction of SmartPLS, VisualPLS, PLS-Graph software, Urmia University Press.
  • Shirkhodai M., Mahboubeh S., Soheil N., & Sahar, M. N. (2017). Investigating the impact of social media on the formation of trust and loyalty to the brand in the brand society (case study: instagram social network), Quarterly Journal of New Marketing Research, 7(3), 106-124.
  • Schmitt, B.H. (1999). Experiential marketing; how to get customers to sense, feel, think, act, relate to your company and brands. The Free Press.
  • Tenenhaus, M., Esposito Vinzi, V., Chatelin, Y. M., & Lauro, C. (2005). PLS path modeling. Computational Statistics & Data Analysis, 48, 59–205
  • Vázquez-Casielles, R., & Cachero-Martínez, S. (2014). Experiencias del consumidor en el entorno detallista offline: importancia de las emociones y el valor de la experiencia. In Experiencia y Comportamiento del Cliente en un Entorno Multicanal: Claves de Éxito para Fabricantes y Detallistas, (Ed.) Cátedra Fundación Ramón Areces de Distribución Comercial, Oviedo, 205-224.
There are 32 citations in total.

Details

Primary Language English
Subjects Business Administration
Journal Section Research Articles
Authors

Siamak Kazemzadeh 0000-0001-6322-2709

Hamed Ganjizadeh Moradlou 0000-0003-3063-5384

Publication Date December 8, 2022
Submission Date March 24, 2022
Published in Issue Year 2022 Volume: 4 Issue: 2

Cite

APA Kazemzadeh, S., & Ganjizadeh Moradlou, H. (2022). Developing brand equity through online and offline marketing: an investigation in hotels of Tehran. Ardahan Üniversitesi İktisadi Ve İdari Bilimler Fakültesi Dergisi, 4(2), 89-97.