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dc.contributor.authorKing, Ceridwyn
dc.contributor.authorSo, Kevin Kam Fung
dc.date.accessioned2017-09-25T12:31:09Z
dc.date.available2017-09-25T12:31:09Z
dc.date.issued2015
dc.date.modified2014-04-08T03:58:57Z
dc.identifier.issn1096-3480
dc.identifier.doi10.1177/1096348013491602
dc.identifier.urihttp://hdl.handle.net/10072/57907
dc.description.abstractTo participate effectively in the present Chinese hotel market, multinational companies must achieve a competitive advantage, which they attain by building the brand. This study promotes employee brand understanding as a precursor to positive brand-building behavior. Results indicate that internally oriented brand activities, especially brand-oriented recruitment, brand-oriented training, and brand-oriented support, exert a significant influence on employees' brand understanding, leading to subsequent exhibition of pro-brand behavior. In developing brand understanding, hotels must take into account the potentially limited knowledge of mainland Chinese employees regarding global hotel brands. The findings suggest that Chinese hotel employees' understanding of multinational hotel groups' brand is critical to successful brand-building behavior.
dc.description.peerreviewedYes
dc.description.publicationstatusYes
dc.languageEnglish
dc.language.isoeng
dc.publisherSage Publications
dc.publisher.placeUnited States
dc.relation.ispartofstudentpublicationY
dc.relation.ispartofpagefrom492
dc.relation.ispartofpageto516
dc.relation.ispartofissue4
dc.relation.ispartofjournalJournal of Hospitality & Tourism research
dc.relation.ispartofvolume39
dc.rights.retentionY
dc.subject.fieldofresearchCommercial services
dc.subject.fieldofresearchTourism
dc.subject.fieldofresearchTourism management
dc.subject.fieldofresearchTourism marketing
dc.subject.fieldofresearchcode3504
dc.subject.fieldofresearchcode3508
dc.subject.fieldofresearchcode350803
dc.subject.fieldofresearchcode350804
dc.titleEnhancing Hotel Employees' Brand Understanding and Brand-Building Behavior in China
dc.typeJournal article
dc.type.descriptionC1 - Articles
dc.type.codeC - Journal Articles
gro.date.issued2013
gro.hasfulltextNo Full Text
gro.griffith.authorSo, Kevin


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