Efectos de la comunicación integrada de marketing sobre el valor de marca: el rol de la cocreación de valor y el conocimiento ecológico del huésped

Efectos de la comunicación integrada de marketing sobre el valor de marca: el rol de la cocreación de valor y el conocimiento ecológico del huésped



Objetivo. Examinar la influencia de la comunicación integrada de marketing para la sostenibilidad en la cocreación de valor y en el valor de marca de hotel a la luz del papel mediador que esta pudiera desempeñar. Además se observó cómo el conocimiento ecológico del huésped puede actuar intensificando o no dichos efectos. Metodología. El estudio empírico se realizó entre 303 huéspedes de hoteles ubicados en Ucrania, en 2018.
Resultados. Los resultados revelan que la comunicación integrada de marketing tiene una influencia significativa en la cocreación de valor y en valor de marca de hotel, afirmándose el rol mediador parcial de la cocreación en dicha relación. Conclusiones. Se evidencia que el conocimiento ecológico del huésped modera la relación entre la comunicación integrada de marketing y el valor de marca de hotel, mostrando que los huéspedes con bajo nivel de conocimiento ecológico son más sensibles al mensaje sobre la sostenibilidad; intensificándose, en este caso, el efecto de la comunicación integrada de marketing sobre el valor de marca.

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Biografía del autor/a / Ver

Mariia Bordian, Universidad de Valencia

Doctoranda en Marketing. Universidad de Valencia, Valencia, España.

Irene Gil Saura, Universidad de Valencia

Doctora en Ciencias Económicas y Empresariales. Universidad de Valencia, Valencia, España

Maja Šerić, Universidad de Valencia

Doctora en Marketing. Universidad de Valencia, Valencia, España


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