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The formation of sub-brand love and corporate brand love in hotel brand portfolios

International Journal of Hospitality Management, 2019
Abstract This study is the first, to our knowledge, to focus on the relationship between sub-brand love and corporate brand love in a hotel brand portfolio. With 425 responses from US travelers, this study finds that sub-brand intimacy and sub-brand passion are driven by ideal-self-sub-brand congruence and that sub-brand passion improves sub-brand ...
Yao-Chin Wang, Hailin Qu
exaly   +2 more sources

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