Antecedent and Consequence of Brand Acceptability: The Case of Hospitality Industry

Emmanuel Oteng

Antecedent and Consequence of Brand Acceptability: The Case of Hospitality Industry

Emmanuel Oteng *

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Abstract

The hospitality industry has experience dramatic changes with the adoption of new technologies in its service delivery process. Improving customer experience is topmost priority when it comes to utilizing new technologies and methods to push a particular brand in market space. Offering superior service in the marketplace has a positive impact on the organization ability to attract and retain customers. Despite the significance of branding in enterprise sustainability, little is known about the antecedents of brand acceptance in a VUCA environment. The business environment in Africa is usually described as volatile, uncertain, complex and ambiguous. To survive such a terrain firms adopts several strategies and mechanism to stay afloat and further beat competitive. To examine how firms survive their battle of brand competition, the study investigated the role of perceived value, social ties and customer engagement in brand acceptance. Data is collect from hospitality firms in French West African Countries. The data acquires is analysis by conducting partial least square structural equation modeling analysis and t-test to examine the hypothesis. The outcome of the study suggests that customer engagement is the most influential factor if firms want their brands to be accepted by potential and current clients.

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Funding

No external funding was declared for this work.

Conflict of Interest

The authors declare no conflict of interest.

Ethical Approval

No ethics committee approval was required for this article type.

Data Availability

Not applicable for this article.

How to Cite This Article

Emmanuel Oteng. 2018. "Antecedent and Consequence of Brand Acceptability: The Case of Hospitality Industry". Global Journal of Management and Business Research - A: Administration & Management GJMBR-A Volume 18 (GJMBR Volume 18 Issue A12).

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GJMBR Volume 18 Issue A12

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Journal Specifications

Crossref Journal DOI 10.17406/GJMBR

Print ISSN 0975-5853

e-ISSN 2249-4588

Keywords

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Classification

GJMBR-A Classification JEL Code: M10

Submission ReceivedDecember 11, 2017
Peer Review Double Blind
Handling Editor
Accepted January 1, 2018
Published January 15, 2018

Version of record

v1.2

Issue date

December 3, 2018

Language

English

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Article Matrices

Total Score: 178

Country: China

Subject: Global Journal of Management and Business Research

Authors: Emmanuel Oteng (PhD/Dr. count: 0)

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Publish Date: 2018 01, Mon

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