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Brand attainment: a strategic management level or general employee pre-eminence in Zimbabwe tourism sector

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dc.contributor.author Chigora, Farai
dc.contributor.author Vutete, Clever
dc.date.accessioned 2018-12-10T07:47:21Z
dc.date.available 2018-12-10T07:47:21Z
dc.date.issued 2016-03
dc.identifier.issn 2278 – 0211
dc.identifier.uri http://repository.cuz.ac.zw:8080/xmlui/handle/123456789/55
dc.description.abstract The study was based on finding the most dominant custodians of brand supremacy between strategic level managers and general employees in Zimbabwe tourism branding progression. The study used a mixed sequential qualitative to quantitative research design. In-depth interviews were used to establish success branding determinants as perceived by experts and senior level managers in consultancy and brand management practitioners. Questionnaire distribution was used to get responses on the relationship between brand attainment determinants to both strategic and general level management effort. The results of the study revealed general employees are the foremost curators of brand success in the Zimbabwe tourism sector. This has been attributed to their direct relationship with the customers and other stakeholders whom they deal with in their day to day activities. The research recommended that general level employees should be consulted in strategic brand formulation issues. Also there should be clear two-way lines of communication between the strategic level managers and their low level operators. Senior managers should ensure that welfare and motivation of low level employees are taken care of so as to encourage their constructive participation in the branding process. en_US
dc.language.iso en en_US
dc.publisher International Journal of Innovative Research & Development en_US
dc.subject Branding en_US
dc.subject tourism en_US
dc.subject strategic management en_US
dc.subject general employees en_US
dc.subject Zimbabwe en_US
dc.title Brand attainment: a strategic management level or general employee pre-eminence in Zimbabwe tourism sector en_US
dc.type Article en_US


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