What's in a brand name? : assessing the impact of rebranding in the hospitality industry
Year of publication: |
December 2015
|
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Authors: | Tsai, Yi-Lin ; Dev, Chekitan S. ; Chintagunta, Pradeep K. |
Published in: |
Journal of marketing research : JMR. - Thousand Oaks, CA : SAGE Publishing, ISSN 0022-2437, ZDB-ID 218319-5. - Vol. 52.2015, 6, p. 865-878
|
Subject: | rebranding | instrumental variable | brand strength | franchise | hotels | Markenführung | Brand management | Hotellerie | Hotel industry | Franchising | Gastgewerbe | Hospitality industry | Markenartikel | Brand | Markenimage | Brand image |
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