Brand loyalty measurement is important because of the extensive use of branding in the lodging industry during recent years. As the industry has matured, segmentation strategies have been adopted by lodging companies. Brands were supposed to protect market share,build brand loyalty, and differentiate the product (Withiam 1985). / Master of Science
| Identifer | oai:union.ndltd.org:VTETD/oai:vtechworks.lib.vt.edu:10919/46386 |
| Date | 23 December 2009 |
| Creators | Davis, Nigel Roger John |
| Contributors | Hotel, Restaurant, and Institutional Management, McCleary, Ken W., Chon, Ken, Weaver, Pamela A. |
| Publisher | Virginia Tech |
| Source Sets | Virginia Tech Theses and Dissertation |
| Language | English |
| Detected Language | English |
| Type | Thesis, Text |
| Format | xi, 163 leaves, BTD, application/pdf, application/pdf |
| Rights | In Copyright, http://rightsstatements.org/vocab/InC/1.0/ |
| Relation | OCLC# 26557548, LD5655.V855_1992.D385.pdf |
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