Please use this identifier to cite or link to this item: http://hdl.handle.net/10397/19025
Title: It affects, it affects not : A quasi-experiment on the transfer effect of co-branding on consumer-based brand equity of hospitality products
Authors: Tasci, AD
Denizci Guillet, B 
Keywords: Co-branding
Brand equity
CBBE
Quasi experiment
Hospitality industry
Issue Date: 2011
Publisher: Pergamon Press
Source: International journal of hospitality management, 2011, v. 30, no. 4, p. 774-782 How to cite?
Journal: International journal of hospitality management 
Abstract: Although co-branding is postulated to be beneficial for hospitality brands, empirical test of either transfer effect or spillover effect of co-branding on consumer-based brand equity (CBBE) of hospitality brands is yet to receive attention from researchers. A quasi-experiment design was applied to test the transfer effect of co-branding on the CBBE of the composite brand, controlling for the familiarity, compatibility (fitness) and complementary of the partner brands. A within-subject (repeated measures) design with four steps measuring the CBBE of internationally known and compatible hotel and restaurant brands and their co-brand, as well as respondents’ own most familiar hotel and restaurant brand and their co-brand was applied in four steps to a class of 46 students enrolled for a tourism and hospitality class at a Tourism and Hotel Management School based in Asia. The t-test of differences revealed that the co-brand of the internationally known and compatible hotel and restaurant brands lead to synergy with both brands being winners and none losers, while the co-brand of respondents’ own most familiar brands lead to losses mostly, despite their high ratings individually. Implications and future research suggestions are provided.
URI: http://hdl.handle.net/10397/19025
ISSN: 0278-4319
EISSN: 1873-4693
DOI: 10.1016/j.ijhm.2010.12.009
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