Co-branding in Hong Kong luxury hotels and implications in customer perception

Pao Yue-kong Library Electronic Theses Database

Co-branding in Hong Kong luxury hotels and implications in customer perception


Author: Liu, Yangzhao
Title: Co-branding in Hong Kong luxury hotels and implications in customer perception
Degree: M.Sc.
Year: 2014
Subject: Branding (Marketing)
Hotels -- China -- Hong Kong -- Marketing.
Hotel management -- China -- Hong Kong.
Hong Kong Polytechnic University -- Dissertations
Department: School of Hotel and Tourism Management
Pages: viii, 86 leaves ; 30 cm
InnoPac Record:
Abstract: Co-branding as a new marketing technique has been developing quickly in hotel industry in recent years. At its early phase co-branding mainly happened between hotels and restaurants as these two industries share similar characteristics like service orientation. In more recent years, hotel industry finds new types of co-branding such as hotel and retail brand co-branding, which leads to interest in studying the development of co-branding. There are many reasons for hotels gearing up for co-branding. Since each well managed brand has its own brand equity including brand image and customer perceived value, it attracts certain group of loyal customers and helps hotel raise customer awareness when a hotel collaborates with it. Product complementarity is another reason for hotel's involvements in co-branding. Apart from reasons of co-branding, other attributes of co-branding are explored and covered in this research such as existing types of collaboration, promotion channels of co-branding and success of co-branding projects. As the research is exploratory in nature, qualitative research method is conducted by interviewing hotel marketing managers. Findings of this research also include customer perceptions of hotel co-branding, which helps hotel managers finetune their future marketing strategy. To define the research scope for more specific customer segment, the study objects in this research are luxury hotels in Hong Kong. Research results show that luxury hotel customers perceive quality of product, attractiveness of partner brand and uniqueness of core product very important in affecting their patronization feeling. Based on the findings, practical implications for hotel managers and suggestions for future study are provided.

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