Marketing hospitality

Lindsey N. Chen*

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

1 Citation (Scopus)


Store image is an important factor in the consumer's decision-making process (Nevin & Houston, 1980). As a cue to a store's image, a store sign and its visual design and content form (which may include the name of the store or brand) serve as vital elements that can immediately attract potential customers. In particular, a store's name can be used as an extrinsic signal to suggest and maintain quality perceptions. With a well chosen, memorable name, retailers can establish trust and a loyal following, which in turn means repeated business. For those who understand how store signs can influence patronage decisions and improve competitiveness in the marketplace, therefore, much effort is exerted to create advertising and marketing strategies designed to attract and retain customers.

Original languageEnglish
Pages (from-to)236-242
Number of pages7
JournalEnglish Today
Issue number4
Publication statusPublished - 2021 Dec 1

ASJC Scopus subject areas

  • Language and Linguistics
  • Linguistics and Language


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