Concepedia

Evaluation of co‐branded hotels in the Taiwanese market: the role of brand familiarity and brand fit

International Journal of Contemporary Hospitality Management · 2013 · 79 citations · 68 references

Concepts

BusinessMarketingMarketing ManagementBrand ManagementHospitality MarketingHotel ManagementBrand AssociationsBrand AwarenessBrand ExperienceBrand IdentityBrand ImageHotel MarketingBrand FamiliarityPerceived Brand QualityPurchase Intention AnalysisPurchase Intention EffectsPurchase Intention Measurement

Abstract

Purpose – The purpose of this paper is to examine the effects of brand familiarity and brand fit on purchase intention towards the offerings of co‐branded hotels.

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