Dataset on brand culture and perceived value of offerings to customers in the hospitality industry in Nigeria

Joy Dirisu,Rowland Worlu,Adewale Osibanjo,Taiye Borisade,Maxwell Olokundun,Tolu Atolagbe,James Obi

doi:10.1016/j.dib.2018.04.147

Abstract

This study critically examines the role of brand culture in influencing the perceived value of offerings to customers within the hospitality industry in Nigeria. In today's competitive market, the extent at which organizations disregard the importance of developing a strong brand culture before communicating their value to the outside world has become worrisome. Hence, this study filled in the gaps and a total of 434 customers drawn from six different hotels in Lagos state, Nigeria, were sampled. The data were analysed using Structural Equation Modelling (SEM). Management of these hotels were able to define their expectations in order to deliver a consistent brand experience to their customers. The result showed that brand culture has positive significant influence on the perceived value of offerings to customers. Important recommendations have also been made.

Highlights

Brands consist of both intangible and tangible elements [1] and as such, it brings to the fore the cultural perspective embedded therein
This study critically examines the role of brand culture in influencing the perceived value of offerings to customers within the hospitality industry in Nigeria
Dirisu et al / Data in Brief 19 (2018) 1–5

Summary

Introduction

Brands consist of both intangible and tangible elements [1] and as such, it brings to the fore the cultural perspective embedded therein. Brand culture as a concept refers to “the cultural codes developed by brands at a significant level, which influence the comprehension and the value of a brand in the marketplace” [3]. While a lot of extant studies in the developed countries [5,7] have suggested that brand culture was advantageous to organisations, it goes to say that the absence of brand culture could affect some critical aspects of modern-day brands and inevitably, the customers’ consumption experience and value. This study was aimed at determining the role of brand culture in influencing the perceived value of offerings to customers especially in the hospitality industry. The researcher-made questionnaire which contained data on brand culture and perceived value of offering to customers were completed. Promotion of brand culture is important and is an essential factor of organisational branding in an increasingly competitive environment

Data Accessibility

Ethical considerations

Academic and managerial implications