Branding and brand management have been top management priorities in the hotel industry. Some researchers have concluded that strong branding would be an efficient way for hotels and hotel chains to differentiate themselves from each other. Recent studies have focused on the establishment of a brand equity model and the relevant causal relationships of the model. Most of these studies have used types of desirability scales examining the importance of individual factors in measuring brand equity. However, they ignore the trade-offs that affect and characterize choice.
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- Partial requirement for: Ph. D., Arizona State University, 2014Note typethesis
- Includes bibliographical references (p. 186-214)Note typebibliography
- Field of study: Community resources and development