Differentiating with brand personality in economy hotel segment
The purpose of this study is to explore the applicability of brand personality in the economy hotel segment and whether hotel brand personality could differentiate between similar hotel brands. Courtyard and Hampton Inn are used in this study. The results of this study suggest that brand personality...
| Main Authors: | , , |
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| Format: | Journal Article |
| Published: |
Sage Publications Ltd.
2014
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| Online Access: | http://hdl.handle.net/20.500.11937/53614 |