Current Search: Marketing -- Brand -- Brand alliance -- Co-branding -- Hospitality -- Brand management -- Competitive advantage -- Branding practices -- Branding theory -- Dual branding -- Lodging -- Hotel industry -- Intra-company -- Customer expectation -- Guest Satisfaction -- Mixed method approach study -- Scale refinement and adaptation -- Theory advancement and development -- Economies of scale -- Amenities -- Profit (x)
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Title
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Dual Branding: An Investigative Look into Dual Branding's Position within the Concept of Brand Alliance in the Hotel Industry.
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Creator
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Ronzoni, Giulio, Fyall, Alan, Torres Areizaga, Edwin, Singh, Dipendra, Weinland, Jeffrey, Smith, Scott, University of Central Florida
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Abstract / Description
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The purpose of this dissertation was to investigate, in an exploratory way, the state of the art of the application of brand alliances, with a particular focus on the practice of dual branding, in the field of lodging. More precisely, this research aimed at identifying and evaluating the determinants of industry adoption of, and customer satisfaction with, intra-company dual branding strategies in the US lodging industry.The primary purpose of this study is to determine the efficacy of dual...
Show moreThe purpose of this dissertation was to investigate, in an exploratory way, the state of the art of the application of brand alliances, with a particular focus on the practice of dual branding, in the field of lodging. More precisely, this research aimed at identifying and evaluating the determinants of industry adoption of, and customer satisfaction with, intra-company dual branding strategies in the US lodging industry.The primary purpose of this study is to determine the efficacy of dual branding in the field of the lodging industry, a phenomenon that is still insufficiently explored in the literature. In fact, the scarcity of literature pertaining to the lodging industry has forced this study to consider the research related to other segments and industries where dual branding strategies have been studied. Therefore, this study intended to expand the existing body of knowledge, advancing the theory of brand alliance from an industry and consumer perspective, as well as adapt, refine, and utilize a scale suitable for the measurement of dual branded hotels' customer satisfaction. This dissertation used an exploratory sequential mixed method approach. In the first qualitative phase, face-to-face and telephone interviews with operational hotel managers, corporate hotel managers, real estate development and management companies' managers, owners, and presidents, as well as hotel and lodging associations' professionals have been conducted. In addition to relevant and significant findings and results obtained through the hotel industry professionals interviewed, themes, constructs, and variables useful in the refinement and adaptation of a dual branding customer satisfaction scale were attained. Consequently, the second quantitative phase consisted of an online administration of a scenario-based questionnaire to dual branded hotels' customers of a dual branded lodging property aimed at identifying and evaluating the determinants of customer satisfaction.The ultimate purpose of this research has been to understand the main issues of implementation of dual branding practices and strategies in the lodging context. In particular, it has been to highlight and provide managerial, theoretical, methodological, and practical implications and recommendations for the US lodging industry, in the adoption of intra-company dual branding strategies. The suggestions offered in the study are relevantly timed to what is happening within the lodging industry, offering implications for both academia and industry.
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Date Issued
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2019
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Identifier
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CFE0007716, ucf:52411
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Format
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Document (PDF)
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PURL
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http://purl.flvc.org/ucf/fd/CFE0007716
