Conceptualizing, Measuring, and Managing Marketing Assets: Developing the Marketing Assets, Communication Focus, and Capability Nexus

Abstract

Marketing assets are a source of competitive advantage for hospitality and tourism companies and an essential driver of their performance. The concept of marketing assets is conceptualized as intellectual assets, physical or tangible assets, and cultural or intangible assets. Using six studies, we illustrate the reliability and validity of the data used. Constructed on a resource-based view, we identify the key communication aspect of marketing capability and its components (i.e. market sensing, customer relationship, corporate/brand identity management, design/innovation management, performance management, as well as communication/social media capability). Marketing assets and competences affect marketing capability; however, gender and age also impact the research constructs.