Abstract
Branding for service organizations has challenges with the limited space on a mobile phone while consumers create a brand experience in an instant. This reports how online travel agencies (OTA) present their brands on mobile, as framed by the Brand Resonance Pyramid. The authors examine how the OTA present the four levels of branding: identity, meaning, judgement/feelings, and resonance. The authors reflect on qualitative perceptions of Expedia and Booking, the largest revenue OTA, applied to key branding elements on mobile devices for booking flights, accommodations, and car rentals. Travel brands are challenged to improve customer relationships to the resonance level in order to experience the highest mutual value using this communication technology.
Highlights
Building a brand in the mobile environment faces serious challenges
Our research questions were about 1) what degree the brand establishes a relationship with customers that give them the sense the organization is synched with them 2) where on the mobile website can a customer see the judgements of others and share their own and 3) how brands make it clear what types of judgements are desired and that the brand values these judgements
In looking at Expedia and Booking, it was evident that both websites prioritized using the mobile environment to increase brand awareness, the resonance level of the pyramid (See Figure 1)
Summary
Building a brand in the mobile environment faces serious challenges. In any environment this task is difficult but, given the constraints of the mobile environment, there are unique challenges. The physical space on the displays of mobile screens is small. The promise of 5G is that download data transfer speeds will increase so that latency or slow downloads will be in the past. This rollout will take many more years for 5G to be available. Brands targeting mobile devices must achieve a balance of data and speed to be effective
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callMore From: Journal of Economics, Trade and Marketing Management
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
