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Building brand equity through communication consistency in luxury hotels : an impact-asymmetry analysis

Šerić, Maja; Mikulić, Josip - In: Journal of Hospitality and Tourism Insights 3 (2020) 4, pp. 451-468

Purpose: This paper examines the development of customer-based brand equity through communication consistency in a luxury hotel segment. Communication consistency is considered as a basic principle of the integrated marketing communications (IMC) approach. Design/methodology/approach: The...

Persistent link: https://www.econbiz.de/10012278176

Campsite choice and the camping tourism experience : investigating decisive campsite attributes using relevance-determinance analysis

Mikulić, Josip; Prebežac, Darko; Šerić, Maja; … - In: Tourism management : research, policies, practice 59 (2017), pp. 226-233

Persistent link: https://www.econbiz.de/10011642780

Exploring integrated marketing communications, brand awareness, and brand image in hospitality marketing : a cross-cultural apporach

Šerić, Maja; Gil Saura, Irene; Mikulić, Josip - In: Market : review for marketing theory and practice 28 (2016) 2, pp. 159-172

Persistent link: https://www.econbiz.de/10011709074

Customer-based brand equity building : empirical evidence from Croatian upscale hotels

Šerić, Maja; Gil Saura, Irene; Mikulić, Josip - In: Journal of vacation marketing : an international journal 23 (2017) 2, pp. 133-144

Persistent link: https://www.econbiz.de/10011951149

The factor structure of medical tourist satisfaction : exploring key drivers of choice, delight, and frustration

Mikulić, Josip; Krešić, Damir; Šerić, Maja - In: Journal of hospitality & tourism research : JHTR ; the … 45 (2021) 8, pp. 1489-1512

Persistent link: https://www.econbiz.de/10012624209

The impact of integrated marketing communications consistency on destination brand equity in times of uncertainty : the case of Croatia

Šerić, Maja; Mikulić, Josip - In: Tourism review 78 (2023) 3, pp. 697-711

Persistent link: https://www.econbiz.de/10014301838