Browsing by Author "Mahasuweerachai, Patcharaporn"
Now showing items 1-1 of 1
-
Study of spillover effects of multiple hotel brand extensions
Mahasuweerachai, Patcharaporn (2012-07)Scope and Method of Study: The purposes of the study were (1) to propose and test a theoretical model on the spillover effects of previous hotel brand extensions on customer attitudes toward subsequent hotel brand extensions, ...