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Keywords: Five-star hotels
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Journal Articles
Co-creating consistent brand identity with employees in the hotel industry
Available to Purchase
Journal of Product & Brand Management (2021) 30 (1): 74–89.
Published: 20 October 2020
...Sung-Yun (Ashley) Chung; John Byrom Purpose This paper aims to investigate how brand identity is co-created, with a specific focus on how employees contributed to the process in a five-star hotel setting. The focus of this study is on understanding how two hotels planned and executed their brand...
