Dirisu, Joy Favour and Worlu, Rowland E.K. and Osibanjo, Adewale Omotayo and Borishade, T. T. and Olokundun, Ayodele Maxwell and OBI, JAMES NWOYE (2018) ROLE OF BRAND CULTURE IN INFLUENCING THE PERCEIVED VALUE OF OFFERINGS TO CUSTOMERS IN THE HOSPITALITY INDUSTRY IN NIGERIA. Academy of Strategic Management Journal, 17 (2).
![[img]](http://eprints.covenantuniversity.edu.ng/style/images/fileicons/other.png) |
PDF
Download (385Kb) |
Abstract
This study critically examines the role of brand culture in influencing the perceived value of offerings to customers within the hospitality industry in Nigeria. To achieve this objective, a total of 434 customers drawn from six different hotels in Lagos state, Nigeria, were sampled. The data were analyzed using regression and Pearson correlation analysis. The result showed that brand culture has positive significant influence on the perceived value of offerings to customers. Based on the findings of the study, some important recommendations have been made.
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | Brand, Brand Culture, Customer Perceived Value. |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Faculty of Law, Arts and Social Sciences > School of Social Sciences |
| Depositing User: | Mrs Hannah Akinwumi |
| Date Deposited: | 17 Sep 2018 07:55 |
| Last Modified: | 17 Sep 2018 07:55 |
| URI: | http://eprints.covenantuniversity.edu.ng/id/eprint/11702 |
Actions (login required)
 |
View Item |
