This studycriticallyexaminestheroleofbrandcultureininfluencing

theperceivedvalueofofferingstocustomerswithinthe

hospitality industryinNigeria.Intoday'scompetitivemarket,the

extentatwhichorganizationsdisregardtheimportanceofdevel-

oping astrongbrandculturebeforecommunicatingtheirvalueto

the outsideworldhasbecomeworrisome.Hence,thisstudy filled

in thegapsandatotalof434customersdrawnfromsixdifferent

hotelsinLagosstate,Nigeria,weresampled.Thedatawereana-

lysedusingStructuralEquationModelling(SEM).Managementof

these hotelswereabletodefine theirexpectationsinorderto

deliveraconsistentbrandexperiencetotheircustomers.The

result showedthatbrandculturehaspositivesignificant influence

on theperceivedvalueofofferingstocustomers.Important

recommendations havealsobeenmade

Atolagbe, Tolulope Morenike,

Borisade, Taiye

Dirisu, Joy Favour

OBI, JAMES NWOYE

Olokundun, Ayodele Maxwell

Osibanjo, Adewale Omotayo

Worlu, Rowland E.K.

Covenant University Repository

Contents lists available at ScienceDirectData in BriefData in Brief 19 (2018) 1–5https://d2352-34(http://cE-madewalemaxwelJames.ojournal homepage: www.elsevier.com/locate/dibData articleDataset on brand culture and perceived value ofofferings to customers in the hospitality industryin NigeriaJoy Dirisu, Rowland Worlu, Adewale Osibanjo, Taiye Borisade,Maxwell Olokundun, Tolu Atolagbe, James ObiCovenant University, Nigeriaa r t i c l e i n f oArticle history:Received 21 February 2018Received in revised form29 March 2018Accepted 30 April 2018Available online 5 May 2018oi.org/10.1016/j.dib.2018.04.14709/& 2018 Published by Elsevier Inc. Thisreativecommons.org/licenses/by/4.0/).ail addresses: joy.dirisu@covenantuniversit.osibanjo@covenantuniversity.edu.ng (A. Ol.olokundun@covenantuniversity.edu.ng (Mbi@covenantuniversity.edu.ng (J. Obi).a b s t r a c tThis study critically examines the role of brand culture in inﬂu-encing the perceived value of offerings to customers within thehospitality industry in Nigeria. In today's competitive market, theextent at which organizations disregard the importance of devel-oping a strong brand culture before communicating their value tothe outside world has become worrisome. Hence, this study ﬁlledin the gaps and a total of 434 customers drawn from six differenthotels in Lagos state, Nigeria, were sampled. The data were ana-lysed using Structural Equation Modelling (SEM). Management ofthese hotels were able to deﬁne their expectations in order todeliver a consistent brand experience to their customers. Theresult showed that brand culture has positive signiﬁcant inﬂuenceon the perceived value of offerings to customers. Importantrecommendations have also been made.& 2018 Published by Elsevier Inc. This is an open access articleunder the CC BY license(http://creativecommons.org/licenses/by/4.0/).is an open access article under the CC BY licensey.edu.ng (J. Dirisu), rowland.worlu@covenantuniversity.edu.ng (R. Worlu),sibanjo), taiye.borisade@covenantuniversity.edu.ng (T. Borisade),. Olokundun), tolu.atolagbe@covenantuniversity.edu.ng (T. Atolagbe),J. Dirisu et al. / Data in Brief 19 (2018) 1–521. IntroductionBrands consist of both intangible and tangible elements [1] and as such, it brings to the fore thecultural perspective embedded therein. Brand culture as a concept refers to “the cultural codesdeveloped by brands at a signiﬁcant level, which inﬂuence the comprehension and the value of abrand in the marketplace” [3]. While a lot of extant studies in the developed countries [5,7] havesuggested that brand culture was advantageous to organisations, it also goes to say that the absenceof brand culture could affect some critical aspects of modern-day brands and inevitably, the custo-mers’ consumption experience and value. Therefore, this study was aimed at determining the role ofbrand culture in inﬂuencing the perceived value of offerings to customers especially in the hospitalityindustry.Speciﬁcation TableSMTHDEEDubject area Business Managementore Speciﬁc Subject Area: Brand Management and HRMype of Data Primary dataow Data was Acquired Through questionnaireata format Raw, analyzed, Inferential statistical dataxperimental Factors Population consisted of selected Hospitality ﬁrms in Nigeria. Theresearcher-made questionnaire which contained data on brandculture and perceived value of offering to customers werecompletedxperimental features Promotion of brand culture is important and is an essential factor oforganisational branding in an increasingly competitiveenvironment.ata Source Location Lagos, Nigeriaata Accessibility Data is included in this articleDValue of data○ The data can be used by managers to properly make decisions that in the long-run would increasetheir perceived value of offerings to the customers.○ The data can be used to enlighten managers on the importance of brand culture and how it can bebeneﬁcial to increase proﬁtability and customers’ satisfaction.○ The data provides ample knowledge on how different brand culture can interact effectively bybuilding diverse dimensions of interaction that brings about the creation of a conducive andencouraging organisational climate and culture that affects the way members of an organisationwork or function.○ The data described in this article is made widely accessible to facilitate critical or extended analysis.2. DataThe data comprised raw inferential statistical data on the effect brand culture on perceived valueof offerings to customers of hospitality industry. The study population of this research comprisescustomers of selected six (6) hotels from a list of 131 hotels adjudged to be the top performing/mostpopular hotel brands in Lagos State by Tripadvisor (2017). The items in the questionnaire wereadopted from brand culture proﬁle (BCP) developed by [2,5]. While customer perceived values weremeasured based on some indicators adapted from previous studies by scholars such as [4,6]. Expli-citly, a proposed framework model has been tested using structural equation modelling (SEM) toJ. Dirisu et al. / Data in Brief 19 (2018) 1–5 3show the relationship between observed and unobserved variables. A model ﬁt was evaluated byexamining several ﬁt indices which include: chi-square (χ2), chi-square/degree of freedom (χ2/df),Goodness-of-Fit Index (GFI), Comparative Fit Index (CFI), Standardized Root Mean Residual (SRMR)and Root Mean Square Error of Approximation (RMSEA). Having run the test, the SEM was obtained,and results of ﬁt indices as presented in Fig. 1 and Tables 1 and 2 respectively.The value of RMSEA is 0.055, which is considered satisfactory (less than 0.08). On top of that, theincremental ﬁt, NFI, TLI, CFI, and GFI were above 0.90 as suggested by [2].Before conducting the analysis to infer the hypotheses, the data were already tested for linearity,normality, homoscedasticity and multi-collinearity. All these basic assumptions were acceptable andprove that the data meet the conditions of basic assumption in regression analysis [2].3. Experimental design, materials and methodsThe data presented was based on a quantitative study. A descriptive research design was adoptedin this study to obtain the opinions of customers on their understanding of brand culture of theselected hotels and the extent to which it inﬂuences customers’ perceived value.Survey method was considered appropriate as data collection method based on the fact that itallows for the collection of standardized data that permits the researcher to produce information foranswering the how, who, what and when questions regarding the subject matter. Customers of TheWheatbaker Hotel, Ikoyi; Southern Sun Hotel, Ikoyi; Radisson Blu Anchorage Hotel, Victoria Island;Royal View Hotel and Suites, Mafoluku-Oshodi; Westland Hotels and Suites, Ikotun and West ViewHotel, Mafoluku-Oshodi were selected for the study.Table 1The model ﬁt summary showing the goodness of ﬁtness.Goodness of ﬁt SEMsvalueRecommendationvaluesRemarksChiSquare/Degree of Free-dom (CMIN/DF)2.836 r3.00 Acceptable ﬁtNormed Fit Index (NFI) 0.949 Z .90 Good ﬁtComparative Fit Index ( CFI) 0.933 Z .90 Good ﬁtIncremental Fit Index (IFI) 0.987 Z .90 Very Good ﬁtRoot Mean Squared Error ofApproximation (RMSEA).055 r .08 Good ﬁtGoodness of Fit (GFI) .963 Z .90 Good ﬁtFig. 1. Standardized Regression Weights. Source: Field Survey, 2017.Table 2Regression weights.DV IV Estimate S.E. C.R. P LabelCPV o— HP .361 .042 8.529 *** SigCPV o— DL .056 .053 1.057 .001 SigCPV o— CO .176 .050 3.529 *** SigCPV o— IN .148 .051 2.917 .004 SigJ. Dirisu et al. / Data in Brief 19 (2018) 1–54The use of primary source of data (questionnaire) was used for collecting data from a cross sectionof customers across sample hotels. The study employed a combination of structured and unstructuredquestion items. The collected data were coded and entered into SPSS version 22. Data analysis wasdone; using Statistical Package for Social Sciences-22. Although Statistical Package for Social Sciencesmay be limited when it comes to advanced modeling and development of statistical approaches.Statistical Package for Social Sciences makes in-depth data analysis quicker because the pro-gramme knows the location of the cases and variables. It also comes with more procedures ofscreening the information in preparation for further analysis. More importantly, Statistical Package forSocial Sciences is designed to make certain that the output is kept separate from the data itselfparticularly because it stores all results in a separate ﬁle that is different from the data. Data wasanalyzed using inferential statistical tests which involved structural equation modelling (SEM).4. Ethical considerationsThe researchers ensured that respondents were well informed about the background and thepurpose of this research and they were kept abreast with the participation process. Respondents wereoffered the opportunity to stay anonymous and their responses were treated conﬁdentially.5. Academic and managerial implicationsThis study revealed that brand culture has signiﬁcant inﬂuence on the perceived value of offeringsto customers within the hospitality industry. The requisite for hospitality industry to develop dif-ferent elements useful in the identiﬁcation and differentiation of service as complex as the envir-onments in which they operate becomes necessary on a continual basis. Some of these elementsinclude: logos, names, designs, icons, norms, cultural traits and phenomena embedded inside theelements, as well as cultural traditions, perceptions and emotional characteristics which these cul-tural traits represent. Hence, this present study has extensive implications for the hospitality sector,managers, government, researchers and undergraduate students in this regard. To this end, the datapresented in this article is imperative for more comprehensive analysis or investigation.AcknowledgementsThe authors wish to acknowledge the management of Covenant University for providing fullsponsorship for this research work.Transparency document. Supporting informationTransparency data associated with this article can be found in the online version at https://doi.org/10.1016/j.dib.2018.04.147.J. Dirisu et al. / Data in Brief 19 (2018) 1–5 5Appendix A. Supporting informationSupplementary data associated with this article can be found in the online version at https://doi.org/10.1016/j.dib.2018.04.147.References[1] A. Aaker, E. Joachisthaler, Brand Leadership, 13, The Free Press, New York (2000) 27 (40, 48).[2] C. Fornell, D.F. Larcker, Evaluating structural equations with unobservable variables and measurement error, J. Mark. Res. 18(1981) 39–50.[3] C.L. Moses, O.M. Ayodele, A. Mosunmola, A.M. Gbenga, Organizational culture and creativity in entrepreneurship education:a study of secondary education in Nigeria, Res. J. Appl. Sci. 11 (8) (2016) 586–591.[4] J.W. O’Neill, A.S. Mattila, Hotel brand strategy, Cornell Hosp. Q. 51 (1) (2010) 27–34.[5] K. Punjaisri, A. Wilson, H. Evanschitzky, Exploring the inﬂuences of internal branding on employees' brand promisedelivery: implications for strengthening customer–brand relationships, J. Relatsh. Mark. 7 (2008) 407–424.[6] J.E. Schroeder, Brand culture: trademarks, marketing and consumption, in: J.C. Ginsburg, L. Bently, J. Davis (Eds.), Trade-marks and Branding: An Interdisciplinary Critique, Cambridge University Press, Cambridge, 2007, pp. 161–176.[7] R. Simeon, A conceptual model linking brand building strategies and Japanese popular culture, Mark. Intell. Plan. 24 (5)(2006) 463–476.

Dataset on brand culture and perceived value of

offerings to customers in the hospitality industry

in Nigeria

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

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