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A Conceptual Theory Development on Brand Image in Hotel Industry - Does It Influence Hotel Performance?
Abstract
The positive impact of brand image on business performance at service industries have been proven in different research context. However, a current knowledge of brand image in national hotel brand that effect business performance as a whole, remain uncertain.
Based on the brand image theories, this study reviewed extant studies about the impact of brand image of national hotel (brand attributes, benefits, marketing communication campaigns, packaging, slogans, company logo) on hotel performance (financial and non- financial perspective), directly and indirectly.
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DOI: http://dx.doi.org/10.22334/jbhost.v1i1.23
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