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dc.contributor.authorAshton, Ann Suwaree
dc.contributor.authorScott, Noel
dc.date.accessioned2018-04-13T03:13:02Z
dc.date.available2018-04-13T03:13:02Z
dc.date.issued2011
dc.identifier.issn1356-7667
dc.identifier.doi10.1177/1356766711420838
dc.identifier.urihttp://hdl.handle.net/10072/173385
dc.description.abstractThis study investigates the relationship between perceived brand fit and intention to purchase in the context of a co-branded hotel-restaurant. In particular it examines if co-branding of a hotel in a Thai hotel chain with an independently owned theme restaurant stimulates intention to purchase among hotel guests. This study was conducted using a survey of hotel guests in public areas on the hotel premises. Data regarding guest perceptions of brand fit was analysed using multiple regression and the chi-square test. The findings indicate that two components of perceived brand fit, namely perceived fit (overall) and complementary fit (in terms of product usage and product goals), are statistically significant and positively related to intention to purchase. Theoretical conclusions regarding a co-branding model are discussed and managerial implications for development of an appropriate hotel-restaurant co-branding marketing strategy are provided.
dc.description.peerreviewedYes
dc.languageEnglish
dc.language.isoeng
dc.publisherSage Publications Ltd.
dc.relation.ispartofpagefrom275
dc.relation.ispartofpageto285
dc.relation.ispartofissue4
dc.relation.ispartofjournalJournal of Vacation Marketing
dc.relation.ispartofvolume17
dc.subject.fieldofresearchTourism not elsewhere classified
dc.subject.fieldofresearchMarketing
dc.subject.fieldofresearchTourism
dc.subject.fieldofresearchcode150699
dc.subject.fieldofresearchcode1505
dc.subject.fieldofresearchcode1506
dc.titleHotel restaurant co-branding: The relationship of perceived brand fit with intention to purchase
dc.typeJournal article
dc.type.descriptionC1 - Articles
dc.type.codeC - Journal Articles
gro.hasfulltextNo Full Text
gro.griffith.authorScott, Noel


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