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Title: Country-of-operation and brand images : evidence from the Chinese hotel industry
Authors: Lee, S
Oh, H
Hsu, CHC 
Keywords: Brand image
City image
Image transfer
Country-of-operation image
Industry image
Issue Date: 2017
Publisher: Emerald Group Publishing Limited
Source: International journal of contemporary hospitality management, 2017, v. 29, no. 7, p. 1814-1833 How to cite?
Journal: International journal of contemporary hospitality management 
Abstract: Purpose - Building upon previous research on country-of-origin. This study aims to investigate whether the effects of country-of-origin extend to the hotel industry, based on associative network and signaling theories. Design/methodology/approach - Based on a self-administered survey with tourists in China, this paper investigates antecedents and outcomes of hotel brand image and the moderating role of a hotel's brand origin. Findings - Results reveal country, city and industry images positively influence hotel brand image. Hotel brand image then influences price perception, quality perception and overall satisfaction. Practical implications - Country-of-operation image remains a relevant, powerful predictor of brand image; thus, hotels need to carefully manage country-of-operation image. Originality/value - This paper incorporates and establishes the role of country-of-operation image on hotel brand image.
ISSN: 0959-6119
EISSN: 1757-1049
DOI: 10.1108/IJCHM-11-2014-0577
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