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Marketing hospitality

An analysis of English names of Taipei hotels

Published online by Cambridge University Press:  07 January 2020

Lindsey N. Chen
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Extract

Store image is an important factor in the consumer's decision-making process (Nevin & Houston, 1980). As a cue to a store's image, a store sign and its visual design and content form (which may include the name of the store or brand) serve as vital elements that can immediately attract potential customers. In particular, a store's name can be used as an extrinsic signal to suggest and maintain quality perceptions. With a well chosen, memorable name, retailers can establish trust and a loyal following, which in turn means repeated business. For those who understand how store signs can influence patronage decisions and improve competitiveness in the marketplace, therefore, much effort is exerted to create advertising and marketing strategies designed to attract and retain customers.

Type
Research Article
Information
English Today , Volume 37 , Issue 4 , December 2021 , pp. 236 - 242
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Copyright
Copyright © Cambridge University Press 2020

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