Article2013

Evaluation of co‐branded hotels in the Taiwanese market: the role of brand familiarity and brand fit

82 citations0/0 files storedInternational Journal of Contemporary Hospitality Management

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Consumer Behavior in Brand Consumption and Identification Diverse Aspects of Tourism Research Customer Service Quality and Loyalty

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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.

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References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 1988Structural equation modeling in practice: A review and recommended two-step approach.1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity 1987Dimensions of Consumer Expertise 1991Managing brand equity : capitalizing on the value of a brand name.1990Consumer Evaluations of Brand Extensions 2006Brands and Branding: Research Findings and Future Priorities 1984The Effect of Sampling Error on Convergence, Improper Solutions, and Goodness-of-Fit Indices for Maximum Likelihood Confirmatory Factor Analysis

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