BRANDING ORIENTATION IN THE ACCOMMODATION INDUSTRY

BRANDING ORIENTATION IN THE ACCOMMODATION INDUSTRY

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This paper starts by clarifying the role of branding orientation (BO) among academic studies. It shortly introduces the development of the BO concepts. The empirical part consists of a search for and analysing of academic articles using a meta-analysis that consider BO in the accommodation industry....

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Bibliographic Details
Main Authors:	Melissa Li Sa Liow, Yeow Kim Chai
Format:	Article
Language:	English
Published:	EconJournals 2015-04-01
Series:	International Review of Management and Marketing
Online Access:	http://econjournals.com/index.php/irmm/article/view/1131/pdf

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