Hotel co-branding: Is 2 better than 1?

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Hotel co-branding: Is 2 better than 1?

This study aims to examine the effectiveness of co-branding strategy in improving the hotel’s perceived service tangibility. The existing literature on improving service tangibility was found little and there are relatively little effort has been made to explore co-branding effect in tangibilizing s...

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Bibliographic Details
Main Author:	Chong, Daniel Ka Leong *
Format:	Article
Language:	English
Published:	Tourism Educatiors Association of Malaysia 2017
Subjects:	HM Sociology
Online Access:	http://eprints.sunway.edu.my/529/ http://eprints.sunway.edu.my/529/1/Daniel%20Chong%20Co-branding_2%20better%20than%201.pdf

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