Browsing by Author "Abel Mohammed"

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    Effects of Integrated Marketing Communications on the Brand Image of Radisson Blu Hotel Addis
    (Addis Ababa University, 2022-06) Abel Mohammed; Tewodros Mesfin (PhD)
    A study intended to determine the effect of integrated marketing communication tools on the brand image of Radisson Blu hotel was done in Addis Ababa. It included a survey of 244 customers in May 2022. Descriptive and inferential statistical tests were utilized to analyze the primary data obtained through a survey, The integrated marketing communication components are all found to contribute to building positive brand image, Regression analysis revealed that all five of the integrated marketing tools have significant effect on brand image This study has examined the effects of integrated marketing communication tools on brand image of Radisson Blu Hotel. Analysis have shown that brand image and integrated marketing communications are strongly correlated and integrated marketing communications in general has a significant effect on brand image. Specific tools of integrated marketing communications were tested to identify which ones exert their effect on the brand image.It appeared that the key drivers to brand image are advertisement and sales promotion. The other three tools are also found to have significant effect on brand image. Keywords: Integrated Marketing Communication, Brand Image, Hotel