Type of Document Dissertation Author Hahm, Sung-Pil URN etd-04272001-131638 Title Co-Branding as a Market-Driven Strategic Financial Investment Option in the Hospitality Industry Degree PhD Department Hospitality and Tourism Management Advisory Committee
Advisor Name Title Khan, Mahmood A. Committee Chair Huo, Yang-Hwae Committee Member Murrmann, Suzanne K. Committee Member Schneller, Meir I. Committee Member Weaver, Pamela A. Committee Member Keywords
Date of Defense 2001-04-20 Availability mixed AbstractThe purpose of this study was to examine the trends in co-branding, especially when one brand is linked with another brand through a business strategy, in order to investigate the factors that lead to co-branding as a strategic investment option in the hospitality industry. Of primary interest was whether co-branding strategies are significant issues in the hospitality industry. This study also investigated the relationship between explicit and implicit requirements and timing of entry for co-branding investment. The co-branding investment model developed for this study could be a valuable asset for the hospitality industry.
The results of this study indicated that there were some relationships among implicit and explicit requirements and the timing of co-branding entry, especially the finding that restaurateurs who had a strong market share emphasis and long franchising experience were more willing to invest in co-branding. Also restaurateurs who were not satisfied with prior sales performance were more likely to invest in the co-branding concept. We also discovered that investors in co-branding, no matter whether early or late movers, are usually satisfied with the performance of their co-branded stores. This study clearly showed that co-branding investment activities were widely practiced among franchisees, regardless of how many years of experience they had, or if they were large, or small local companies.
Filename Size Approximate Download Time (Hours:Minutes:Seconds)
28.8 Modem 56K Modem ISDN (64 Kb) ISDN (128 Kb) Higher-speed Access abstract&Contents.PDF 21.31 Kb 00:00:05 00:00:03 00:00:02 00:00:01 < 00:00:01 appendix&vita.PDF 36.53 Kb 00:00:10 00:00:05 00:00:04 00:00:02 < 00:00:01 ch1.PDF 18.36 Kb 00:00:05 00:00:02 00:00:02 00:00:01 < 00:00:01 ch2.PDF 57.60 Kb 00:00:15 00:00:08 00:00:07 00:00:03 < 00:00:01 ch3.PDF 47.05 Kb 00:00:13 00:00:06 00:00:05 00:00:02 < 00:00:01 ch4-ch7.PDF 210.78 Kb 00:00:58 00:00:30 00:00:26 00:00:13 00:00:01 references.PDF 46.87 Kb 00:00:13 00:00:06 00:00:05 00:00:02 < 00:00:01indicates that a file or directory is accessible from the Virginia Tech campus network only.
If you have questions or technical problems, please Contact DLA.