ENTREPRENEURIAL BRANDING INNITIATIVES AND MARKETING SUCCESS OF LUXURY HOTELS IN SOUTH/SOUTH OF NIGERIA

Abstract

This study investigated the relationships between entrepreneurial branding initiatives and marketing success of luxury hotels in South/South of Nigeria. The study adopted and employed the survey design due to its descriptive nature and embraced the correlational research to determine the extent of the relationship between entrepreneurial branding initiatives and marketing success. The study chose the questionnaire method as a source of data collection in a non-contrived setting. The study population was 22 luxury hotels registered with Nigeria Hotels Association. Six (6) management staff was randomly selected from each of the 22 hotels to arrive at the total number of 132 respondents. Six copies of questionnaire were hand delivered to the Branch Managers, Marketing Managers, Brand Managers. Customer Relation Managers, Sales Managers and Supervisor of the 22 hotels covered in the study and this summed up to 132 reproduced distributed questionnaires. Of the 132 copies of questionnaire that were distributed to the respondents, 115 copies were returned, yielding a response rate of 95.8 percent. The remaining 5 copies produced and distributed were not returned and were unaccounted for. Data was analyzed through the use of Regression analysis, Pearson’s product moment correlation coefficient (PPMC) and partial correlation statistical techniques. This was executed primarily with the aid of computer using the statistical package for social science (SPSS) version 23.0. The study found that though, with different levels of statistical interactions and directions of` relationship, positioning branding is most critical in its relationship with marketing success. This is followed by identity branding which revealed a moderate, significant and positive relationship with marketing success. The study therefore, concludes that there is a positive and significant relationship between entrepreneurial branding initiatives and marketing success and recommends` amongst others that management of hotels should emphasis more on brand awareness, perception and personality to attract improved marketing success.