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Keywords: Co‐branded hotel
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Journal Articles
Evaluation of co‐branded hotels in the Taiwanese market: the role of brand familiarity and brand fit
International Journal of Contemporary Hospitality Management (2013) 25 (3): 346–364.
Published: 12 April 2013
...Yi‐Chin Lin 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...
