Journal
CORNELL HOSPITALITY QUARTERLY
Volume 51, Issue 1, Pages 27-34Publisher
SAGE PUBLICATIONS INC
DOI: 10.1177/1938965509352286
Keywords
brand management; customer satisfaction; hotel asset value; franchising
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Few dispute the value that a brand brings to a hotel property, but questions remain regarding exactly how the brand creates guest loyalty and how it creates value. Over the past twenty-five years, a brand flag has become an essential element of arranging a hotel development deal. Because of this, researchers have examined how brands influence top- and bottom-line revenues and overall asset value. Moreover, the effect of the brand on customer satisfaction seems to be affected by the brand's franchising strategy.
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