BRAND PERCEPTION AND GUESTS’ PURCHASE INTENTIONS OF HOTELS IN PORT HARCOURT, RIVERS STATE NIGERIA
Keywords:
Brand Awareness, Brand Image, Brand Perception, Perceived Product Quality, Price Perception and Purchase Intention.
Abstract
This study sought to examine the influence of brand perception on guests’ purchase intention of hotels in Port Harcourt, Rivers State. The study was guided by four research questions and it was hypothesised that there is no significant relationship between the dimensions of brand perception (which comprises perceived product quality, price perception, perceived brand awareness and perceived brand image) and purchase intention. A sample size of one hundred and eleven (111) respondents was drawn from 32 hotels in Port Harcourt using the cluster sampling technique. Pearson Moment Correlation Technique was used in testing the hypotheses at 95% level of confidence. It was found that there is a strong positive and significant relationship between perceived product quality, price perception, and brand image and purchase intention with r score of 0.821, 0.900 and 0.972 respectively. Meanwhile brand awareness was proved to have a moderate relationship with purchase intention with r value of 0.688. It was found that the use of social media marketing strategy is still at its cradle in the hotel industry in Port Harcourt. Consequently, the study recommended that hotel management should strive to improve the brand image of their hotels by creating multiple marketing strategies that will improve the perception of their target audience about the hotels. It is also imperative for hotel managers to take advantage of social media marketing platforms to create positive awareness and communication with the public. This will help boost their image and ultimately induce guests’ patronage.
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References
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Fatmawati, N., and Euis, S. (2017). Product Quality, Brand Image, and Price Perceptions of the Purchasing Decision Process of Honda Matic Motorcycles. Journal of Theory and Applied Management, 10(1), 1-20.
Forgacs, G. (2003). Brand Asset Equilibrium in Hotel Management. International Journal of Contemporary Hospitality Management 15, 340-342.
Foroudi, P., Dinnie, K., Kitchen, P. J., Melewar, T. C., and Foroudi, M. M. (2017). IMC Antecedents and the Consequences of Planned Brand Identity in Higher Education. European Journal of Marketing, 51(3), 528-550.
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Foux, G. (2006). Consumer-Generated Media: Get Your Customers Involved. Brand Strategy, 202, 38-39
Gummerus, J., Korkman, O., and Rindell, A. (2011). The Role of Brand Images in Consumer Practices: Uncovering Embedded Brand Strength, Journal of Product and Brand Management, 20(6), 440-446.
Gürhan-Canli, Z., Sarial-Abi, G., &Hayran, C. (2018). Consumers and Brands Across the Globe: Research Synthesis and New Directions. Journal of International Marketing, 26(1), 96-117.
Han, H., and Jeong, C. (2013). Multi-Dimensions of Patrons’ Emotional Experiences in Upscale Restaurants and Their Role in Loyalty Formation: Emotion Scale Improvement. International Journal of Hospitality Management ,32, 59-70
Harwani, Y., and Pradita, S. R. (2017). Effect of Brand Image and Perceived Price Towards Purchase Decision in Kentucky Fried Chicken (KFC). Journal of Marketing and Consumer Research, 37, 13-23.
Herrmann, A., Huber, F., Shao, A. T., and Bao, Y. (2007). Building Brand Equity through Product Equity. Total quality management, 18(5), 531-544.
Homburg, C., Klarmann, M., and Schmitt, J. (2010). Brand Awareness in Business Markets: When is it Related to Firm Performance? International Journal of Research in Marketing, 27(3), 201-212.
Hotels-NG (2023). Hotels in Port Harcourt, Rivers State. Accessed 10th February, 2023 from www.hotels.ng
Hussey, M., and Duncombe, N. (1999). Projecting the Right Image: Using Projective Techniques to Measure Brand Image. Qualitative Market Research: An International Journal, 2(1), 22-30.
Kandampully, J., Juwaheer, T. D., and Hu, H. H. (2011). The Influence of a Hotel Firm's Quality of Service and Image and its Effect on Tourism Customer Loyalty. International Journal of Hospitality & Tourism Administration, 12, 21-42.
Kayaman, R., and Arasli, H. (2007). Customer Based Brand Equity: Evidence from the Hotel industry. Managing Service Quality 17, 92-109.
Keller, K. L. (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal of Marketing, 57(1), 1-22.
Keller, K. L. (2009). Building Strong Brands in a Modern Marketing Communications Environment. Journal of Marketing Communications, 15(2-3), 139-155.
Kim, H. B., and Kim, W. G. (2005). The Relationship Between Brand Equity and Firms' Performance in Luxury Hotels and Chain Restaurants. Tourism Management 26, 549-560.
Kim, H. B., Kim, W.G., and An, J.A. (2003). The Effect of Consumer-Based Brand Equity on Firms' Financial Performance. Journal of Consumer Marketing 20, 335-351.
Kim, R. B., and Chao, Y. (2019). Effects of Brand Experience, Brand Image and Brand Trust on Brand Building Process: The Case of Chinese Millennial Generation Consumers. Journal of International Studies, 12(3), 9-21. doi:10.14254/20718330.2019/12-3/1
Kim, W.G., Jin-Sun, B., and Kim, H.J. (2008). Multidimensional Customer-Based Brand Equity and its Consequences in Mid-Priced Hotels. Journal of Hospitality & Tourism Research 32, 235254.
Kotler, P. (1998). A Generic Concept of Marketing. Marketing Management, 7(3), 48-54.
Kotler, P., and Armstrong, G. (2001). Principles of marketing. Prentice hall Inc.
Kotler, P., and Keller, K. L. (2016). Marketing Management 15th Global Edtn. England: Pearson.
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Published
2023-08-01
How to Cite
Mekafiye Foluke, P., & Gideon Chukwunwem, U. (2023). BRAND PERCEPTION AND GUESTS’ PURCHASE INTENTIONS OF HOTELS IN PORT HARCOURT, RIVERS STATE NIGERIA. GPH-International Journal of Business Management, 6(08), 203-217. https://doi.org/10.5281/zenodo.10701592
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Copyright (c) 2024 Phillips, Mekafiye Foluke and Uboegbulam, Gideon Chukwunwem
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