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The Economics and Finance Letters

December 2020, Volume 7, 2, pp 308-319

Creative Marketing and Innovative Branding: An Effective Way to Attract Customers

Mofasser Rahman


Sajeeb Saha


Sauda Afrin Anny


Sharmin Afrin


Tanjina Afrin


Iqramul Haq

Mofasser Rahman 1 Sajeeb Saha 1 Sauda Afrin Anny 1 Sharmin Afrin 1 Tanjina Afrin 1 Iqramul Haq 6

  1. Department of Agribusiness and Marketing, Sher-e-Bangla Agricultural University, Dhaka, Bangladesh. 1

  2. Department of Agricultural Statistics, Sher-e-Bangla Agricultural University, Dhaka, Bangladesh. 6

Pages: 308-319

DOI: 10.18488/journal.29.2020.72.308.319

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Article History:

Received: 18 September, 2020
Revised: 15 October, 2020
Accepted: 02 November, 2020
Published: 23 November, 2020


Recently, the demand and application of creative marketing and innovative branding have been increased surprisingly because of its ability to grab the attention of customers more quickly than any other media. The objective of this study is to investigate the dimension of effectiveness in creative marketing and innovative branding to attract customer in the tourism and hospitality industry of Bangladesh. Purposive sampling was applied to take a sample of 150 including 117 customers and 33 service providers of the tourism and hospitality industry of Bangladesh. Descriptive analysis, chi-square goodness of fit, chi-square test of independence, and binary logistic regression were performed to obtain the purpose of the study. In the bivariate test (chi-square test of independence) all of creative marketing and innovative branding strategies and tools were found significantly effective to attract customers in that specific industry. But binary logistic regression analysis identified only launching mobile apps and promoting Bangladesh’s tourism is significant for customer attraction in the tourism and hospitality industry of Bangladesh among different creative marketing and innovative branding strategies and tools. Bangladesh tourism and hospitality industry should practice creative marketing and innovative branding tools and strategies to attract more customers.
Contribution/ Originality
The paper`s primary contribution is to investigate the dimension of effectiveness in creative marketing and innovative branding to attract customer in the tourism and hospitality industry. The findings of the study will provide some useful marketing and branding strategies and tools for the tourism and hospitality industry of Bangladesh.


Facebook Page, Hospitality, Mobile app, Search Engine Marketing, Social media, Tourism, Webpage.


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This study received no specific financial support.

Competing Interests:

The authors declare that they have no competing interests.


The authors acknowledge the anonymous researchers for their contribution in this sector. The authors also acknowledge the lab assistants and supportive family and friends for their encouragement and mental support.

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