... between sensory experience and word-of-mouth with a p value = 0.018. Research limitations/implications The study was conducted in Sikkim and it used a convenience sampling method. Therefore, the study cannot be generalized. Practical implications An emphasis on building an organic brand...

...Giulio Ronzoni; Edwin Torres; Juhee Kang Purpose The purpose of this paper is to analyze the theory and implementation of dual branding. The authors explore whether dual branding is a positive choice for two hotel brands belonging to the same firm and operating under the same roof, in this case...