This independent research delves into one of the most influential topics in recent times – the use of brand value as a financial performance indicator. A firm's financial performance is often the outcome of a complex interaction of forces within the firm, as well as with its external...

The purpose of this study is to explore the effects of a brand’s country-of-origin for a hotel on its geographic markets. The globalization of tourist markets has recently increased the importance of foreign demand for most European destinations, and the role of brands in attracting foreign...