The role of visual marketing in strengthening the brand at EgyptAir | ||
| International Journal For Hotels, Tourism and Restoration Studies | ||
| Articles in Press, Accepted Manuscript, Available Online from 21 February 2025 PDF (907.78 K) | ||
| Document Type: Original Article | ||
| DOI: 10.21608/ijhtrs.2025.361441.1010 | ||
| Author | ||
| Doaa Gamal Ahmed* | ||
| Lecturer at High Tourism and Hospitality Institutes | ||
| Abstract | ||
| The research aims to: clarify the impact of visual marketing in enhancing the brand, given the importance of these two dimensions, which are the basic foundation of any production organization in order to be able to provide services that satisfy the customer’s needs and satisfy his desires، Therefore, the research adopted, in its theoretical and field framework, visual marketing as a main variable explaining its effect on the brand as a dependent variable. A hypothetical research plan was developed that reflects the nature of the relationship and impact between visual marketing on the one hand and brand promotion on the other hand, and resulted in some main hypotheses that were tested using the statistical program (SPSS) through the data collected from the questionnaire form, The research reached several results, the most important of which was: that visual marketing has a significant impact on promoting the brand through a positive impact on (perceived quality of the brand, brand loyalty, brand awareness and mental associations with the brand). One of the most important recommendations was to enhance interest in visual marketing and direct the attention of Egypt Air marketing officials to stimulating tourists’ sense of sight and seeking to influence their purchasing decisions | ||
| Keywords | ||
| visual marketing; purchasing behavior; branding; Egypt Air | ||
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