Evaluation of co-branded hotels in the Taiwanese market: the role of brand familiarity and brand fit
Purpose - The purpose of this paper is to examine the effects of brand familiarity and brand fit on purchase intention towards the offerings of co-branded hotels.Design methodology approach - Data were gathered from 198 respondents and two co-branded hotels in Taiwan were assessed.Findings - The fin...
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Published in | International journal of contemporary hospitality management Vol. 25; no. 3; pp. 346 - 364 |
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Main Author | |
Format | Journal Article |
Language | English |
Published |
Bradford
Emerald Group Publishing Limited
12.04.2013
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Subjects | |
Online Access | Get full text |
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Summary: | Purpose - The purpose of this paper is to examine the effects of brand familiarity and brand fit on purchase intention towards the offerings of co-branded hotels.Design methodology approach - Data were gathered from 198 respondents and two co-branded hotels in Taiwan were assessed.Findings - The findings showed that the fit between co-brands mediate the relationship between brand familiarity and purchase intention. In particular, a well-known co-branded hotel with a high level of brand fit could directly or indirectly affect consumer decision-making processes regarding purchase intention towards the co-brand. Conversely, a less familiar co-branded hotel had a positive effect on purchase intention only if respondents perceived a good fit between allied brands.Research limitations implications - Brand fit could be a more important factor than brand familiarity in influencing the success of hotel co-branding strategies. Future research to examine the co-branding concept in different social and cultural contexts and also from different perspectives, such as owners or managers, is recommended.Originality value - Most hospitality studies focus on co-branding between hotels and restaurants. This study empirically investigated the effects of co-branding on consumer behavior in the hotel sector. |
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ISSN: | 0959-6119 1757-1049 |
DOI: | 10.1108/09596111311311017 |