Hospitality Cobranding: An Experimental Investigation Of Enhancement And Erosion In Consumer-Based Brand Equity

Keywords

CBBE; China; cobranding; consumer-based brand equity; Hong Kong; hospitality cobranding

Abstract

Cobranding is suggested as a competitive strategy for the hospitality industry due to its potential benefits. Although implied, the potential impact of cobranding on consumer-based brand equity of partner brands and the composite brand has not been empirically investigated in the hospitality industry context. Therefore, a quasi-experimental study design with a structured survey was applied to general tourist population in Hong Kong to identify the potential influence of cobranding on the brand equity of individual brands as well as the hotel–restaurant composite brand versus the hotel–retail composite brand. Surprisingly, results revealed brand equity erosion rather than brand equity enhancement for even the presumably fit hotel, restaurant, and retail brands. Theoretical and managerial implications and suggestions for future research are discussed.

Publication Date

10-1-2016

Publication Title

International Journal of Hospitality and Tourism Administration

Volume

17

Issue

4

Number of Pages

397-428

Document Type

Article

Personal Identifier

scopus

DOI Link

https://doi.org/10.1080/15256480.2016.1226152

Socpus ID

84991087075 (Scopus)

Source API URL

https://api.elsevier.com/content/abstract/scopus_id/84991087075

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