BRANDING ORIENTATION IN THE ACCOMMODATION INDUSTRY
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....
| Main Authors: | , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
EconJournals
2015-04-01
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| Series: | International Review of Management and Marketing |
| Online Access: | http://econjournals.com/index.php/irmm/article/view/1131/pdf |
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