Corporate brand strategy: drivers and outcomes of hotel industry’s brand orientation

Foroudi, Pantea ORCID: https://orcid.org/0000-0003-4000-7023 (2020) Corporate brand strategy: drivers and outcomes of hotel industry’s brand orientation. International Journal of Hospitality Management, 88 , 102519. ISSN 0278-4319 (doi:10.1016/j.ijhm.2020.102519)

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Abstract

The MNC resellers are vastly competitive and capital-intensive. Based on the corporate brand orientation, the objective is to investigate how the individual dimensions of hotel industry’s brand orientation can improve a corporate experience and subsequently create superior hotel performance and retailer preferences. A model of the integration of the hotel industry’s brand orientation was tested in a survey conducted among MNC resellers from hospitality industry. Structural equation modelling was applied to gain insight into the various influences and relationships. The research makes two main contributions. It makes a theoretical contribution by classifying the integration of the hotel industry’s brand orientation for hospitality industry and from this extrapolate key suggestions for further study. The continuous evolution and economic influence of the hospitality industry require the application of innovative marketing practices.

Item Type: Article
Research Areas: A. > Business School > Marketing, Branding and Tourism
Item ID: 29649
Notes on copyright: © 2020. This manuscript version is made available under the CC-BY-NC-ND 4.0 license http://creativecommons.org/licenses/by-nc-nd/4.0.
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Depositing User: Pantea Foroudi
Date Deposited: 14 Apr 2020 08:00
Last Modified: 18 Jun 2020 12:43
URI: https://eprints.mdx.ac.uk/id/eprint/29649

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