Abstract
Although co-branding is postulated to be beneficial for hospitality brands, empirical test of either transfer effect or spillover effect of co-branding on consumer-based brand equity (CBBE) of hospitality brands is yet to receive attention from researchers. A quasi-experiment design was applied to test the transfer effect of co-branding on the CBBE of the composite brand, controlling for the familiarity, compatibility (fitness) and complementary of the partner brands. A within-subject (repeated measures) design with four steps measuring the CBBE of internationally known and compatible hotel and restaurant brands and their co-brand, as well as respondents' own most familiar hotel and restaurant brand and their co-brand was applied in four steps to a class of 46 students enrolled for a tourism and hospitality class at a Tourism and Hotel Management School based in Asia. The t-test of differences revealed that the co-brand of the internationally known and compatible hotel and restaurant brands lead to synergy with both brands being winners and none losers, while the co-brand of respondents' own most familiar brands lead to losses mostly, despite their high ratings individually. Implications and future research suggestions are provided.
Original language | English |
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Pages (from-to) | 774-782 |
Number of pages | 9 |
Journal | International Journal of Hospitality Management |
Volume | 30 |
Issue number | 4 |
DOIs | |
Publication status | Published - 1 Dec 2011 |
Keywords
- Brand equity
- CBBE
- Co-branding
- Hospitality industry
- Quasi experiment
ASJC Scopus subject areas
- Tourism, Leisure and Hospitality Management
- Strategy and Management