Hotel brand strategy

Research output: Contribution to journalArticlepeer-review

117 Scopus citations


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.

Original languageEnglish (US)
Pages (from-to)27-34
Number of pages8
JournalCornell Hospitality Quarterly
Issue number1
StatePublished - Feb 2010

All Science Journal Classification (ASJC) codes

  • Tourism, Leisure and Hospitality Management


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