Hotel restaurant co-branding: The relationship of perceived brand fit with intention to purchase

Ashton, Ann Suwaree and Scott, Noel (2011) Hotel restaurant co-branding: The relationship of perceived brand fit with intention to purchase. Journal of Vacation Marketing, 17 4: 275-286. doi:10.1177/1356766711420838


Author Ashton, Ann Suwaree
Scott, Noel
Title Hotel restaurant co-branding: The relationship of perceived brand fit with intention to purchase
Journal name Journal of Vacation Marketing   Check publisher's open access policy
ISSN 1356-7667; 479-1870
Publication date 2011-10
Sub-type Article (original research)
DOI 10.1177/1356766711420838
Volume 17
Issue 4
Start page 275
End page 286
Total pages 12
Place of publication London, U.K.
Publisher Sage Publications
Collection year 2012
Language eng
Abstract This study investigates the relationship between perceived brand fit and intention to purchase in the context of a co-branded hotel-restaurant. In particular it examines if co-branding of a hotel in a Thai hotel chain with an independently owned theme restaurant stimulates intention to purchase among hotel guests. This study was conducted using a survey of hotel guests in public areas on the hotel premises. Data regarding guest perceptions of brand fit was analysed using multiple regression and the chi-square test. The findings indicate that two components of perceived brand fit, namely perceived fit (overall) and complementary fit (in terms of product usage and product goals), are statistically significant and positively related to intention to purchase. Theoretical conclusions regarding a co-branding model are discussed and managerial implications for development of an appropriate hotel-restaurant co-branding marketing strategy are provided.
Keyword Hotel restaurant co-branding
Intention to purchase
Perceived brand fit
Q-Index Code C1
Q-Index Status Confirmed Code
Institutional Status UQ

Document type: Journal Article
Sub-type: Article (original research)
Collections: Official 2012 Collection
UQ Business School Publications
 
Versions
Version Filter Type
Citation counts: Scopus Citation Count Cited 9 times in Scopus Article | Citations
Google Scholar Search Google Scholar
Created: Wed, 27 Jul 2011, 21:31:40 EST by Mr Noel Scott on behalf of School of Tourism