Purpose: The purpose of this paper is to analyze the theory and implementation of dual branding. The authors explore whether dual branding is a positive choice for two hotel brands belonging to the same firm and operating under the same roof, in this case, a Wyndham and a Wyndham Garden branded...

Purpose: The purpose of this paper is to investigate the role of overall satisfaction in the relationship between active participation and consumer behaviors that benefit hotels. It also addresses the importance of active members in estimating the effectiveness of online brand communities in...