Marketing hospitality

Lindsey N. Chen*

*此作品的通信作者

研究成果: 雜誌貢獻期刊論文同行評審

摘要

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.

原文英語
頁(從 - 到)236-242
頁數7
期刊English Today
37
發行號4
DOIs
出版狀態已發佈 - 2021 十二月 1

ASJC Scopus subject areas

  • 語言與語言學
  • 語言和語言學

指紋

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