Evaluation of co‐branded hotels in the Taiwanese market: the role of brand familiarity and brand fit
International Journal of Contemporary Hospitality ManagementPublished 27 March 2013
Yi‐Chin Lin
Citations79
SJR quartileQ1
SJR score3.14
SNIP2.56
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Abstract
Purpose – The purpose of this paper is to examine the effects of brand familiarity and brand fit on purchase intention towards the offerings of co‐branded hotels.
Keywords
Social SciencesBusiness, Management and Accounting
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