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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...

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Bibliographic Details
Main Authors:	Li, X., Yen, C., Uysal, Muzaffer
Format:	Journal Article
Published:	Sage Publications Ltd. 2014
Online Access:	http://hdl.handle.net/20.500.11937/53614

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