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The impact of service process based IMC on brand equity in term of service organization's performance / Alaa Tarek Khalil Abdellatif ; Supervised Wael Kortam

By: Contributor(s): Material type: TextTextLanguage: English Publication details: Cairo : Alaa Tarek Khalil Abdellatif , 2015Description: 173 Leaves ; 30cmOther title:
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Dissertation note: Thesis (Ph.D.) - Cairo University - Faculty of Commerce - Department of Business Administration Summary: This research study addresses the impact of service process based IMC on brand equity in term of service organization's performance. The study aims to create a service specific communication mix that will enable brand equity building in hotels, which will eventually render positive key performance indicators. The study is an endeavor to unify separate fragments of literature, which are communication branding and service quality branding to create a coherent service specific communication mix that enables strong Brand Building in hotels. Most studies that tackled the same topic were applied on goods industries and just assumed that findings can be extended to service industries, other studies approached the topic from one side only either service quality branding or communication branding to reach brand equity. However this study proposes a comprehensive conceptual model for service equity building. The relation between the model variables were found to be positive and significant, thus the study findings can provide helpful insights that can improve both marketing theory and practice
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Thesis Thesis قاعة الرسائل الجامعية - الدور الاول المكتبة المركزبة الجديدة - جامعة القاهرة Cai01.05.01.Ph.D.2015.Al.I (Browse shelf(Opens below)) Not for loan 01010110068611000
CD - Rom CD - Rom مخـــزن الرســائل الجـــامعية - البدروم المكتبة المركزبة الجديدة - جامعة القاهرة Cai01.05.01.Ph.D.2015.Al.I (Browse shelf(Opens below)) 68611.CD Not for loan 01020110068611000
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Cai01.05.01.Ph.D.2014.نب.ن نموذج مقترح للتنبؤ المبكر بالتعثر المالي للبنوك في الجمهورية اليمنية / Cai01.05.01.Ph.D.2014.ول.ت تأثير الق{u٠٦أأ}مة المدركة للخدمة المقدمة الكترون{u٠٦أأ}ا على سلوك العملاء بالتطب{u٠٦أأ}ق على مجموعة الخدمات الالكترون{u٠٦أأ}ة المقدمة من البنوك التجار{u٠٦أأ}ة العاملة في السوق المصرفي المصري : دراسة تطب{u٠٦أأ}ق{u٠٦أأ}ة / Cai01.05.01.Ph.D.2014.ول.ت تأثير الق{u٠٦أأ}مة المدركة للخدمة المقدمة الكترون{u٠٦أأ}ا على سلوك العملاء بالتطب{u٠٦أأ}ق على مجموعة الخدمات الالكترون{u٠٦أأ}ة المقدمة من البنوك التجار{u٠٦أأ}ة العاملة في السوق المصرفي المصري : دراسة تطب{u٠٦أأ}ق{u٠٦أأ}ة / Cai01.05.01.Ph.D.2015.Al.I The impact of service process based IMC on brand equity in term of service organization's performance / Cai01.05.01.Ph.D.2015.Al.I The impact of service process based IMC on brand equity in term of service organization's performance / Cai01.05.01.Ph.D.2015.Ay.D Determinants of corporate profitability and probability of loss of Egyptian listed non-financial institutions / Cai01.05.01.Ph.D.2015.Ay.D Determinants of corporate profitability and probability of loss of Egyptian listed non-financial institutions /

Thesis (Ph.D.) - Cairo University - Faculty of Commerce - Department of Business Administration

This research study addresses the impact of service process based IMC on brand equity in term of service organization's performance. The study aims to create a service specific communication mix that will enable brand equity building in hotels, which will eventually render positive key performance indicators. The study is an endeavor to unify separate fragments of literature, which are communication branding and service quality branding to create a coherent service specific communication mix that enables strong Brand Building in hotels. Most studies that tackled the same topic were applied on goods industries and just assumed that findings can be extended to service industries, other studies approached the topic from one side only either service quality branding or communication branding to reach brand equity. However this study proposes a comprehensive conceptual model for service equity building. The relation between the model variables were found to be positive and significant, thus the study findings can provide helpful insights that can improve both marketing theory and practice

Issued also as CD

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