| 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 |
- Strategy
- Franchising
- Finance
- Co-branding
- Hospitality
|
| Date of Defense |
2001-04-20 |
| Availability |
mixed |
Abstract
The 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.
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