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To Be or Not to Be… - Brand Affiliaton in the Hotel Industry

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Title: To Be or Not to Be… - Brand Affiliaton in the Hotel Industry
Other Titles: – Brand Affiliation in the Hotel Industry
Authors: Carlbäck, Mats
Issue Date: 28-Nov-2017
University: Göteborgs universitet. Handelshögskolan
Institution: Department of Business Administration ; Företagsekonomiska institutionen
Date of Defence: 2017-12-20
Disputation: Onsdag den 20 december 2017, kl 13.15 i lokal CG-salen, Handelshögskolan, Vasagatan 1, Göteborg
Degree: Doctor of Philosophy
Publication type: Doctoral thesis
Keywords: Hotel Industry
Intangible Asset Value
Brand Value
Constructive Approach
Abstract: A large proportion of any business’s value comprises intangible assets, and for many businesses a considerable part of these assets' value is attributable to brands with which businesses affiliate. In light of increasing affiliation of hotel properties with hotel chains and the increasing importance of branding in the hospitality industry, senior managers/owners should be aware of the importance of concepts such as brand equity and brand value and, better yet, incorporate them into their s... more
ISBN: 978-91-88623-04-1
Appears in Collections:Doctoral Theses from University of Gothenburg / Doktorsavhandlingar från Göteborgs universitet
Doctoral Theses / Doktorsavhandlingar Företagsekonomiska institutionen



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