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Marketing hospitality
English Today ( IF 1.156 ) Pub Date : 2020-01-07 , DOI: 10.1017/s0266078419000518
Lindsey N. Chen

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.

中文翻译:

营销款待

商店形象是消费者决策过程中的一个重要因素(Nevin & Houston,1980)。作为商店形象的提示,商店标志及其视觉设计和内容形式(可能包括商店或品牌的名称)是可以立即吸引潜在客户的重要元素。特别是,商店的名称可以用作暗示和保持质量感知的外在信号。有了一个精心挑选、令人难忘的名字,零售商可以建立信任和忠实的追随者,这反过来又意味着重复的业务。因此,对于那些了解商店标志如何影响顾客决定和提高市场竞争力的人来说,他们付出了很多努力来制定旨在吸引和留住客户的广告和营销策略。
更新日期:2020-01-07
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