Browsing OSU Dissertations by Author "Yang, Jing"
Now showing items 1-2 of 2
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Brand extension in customer-based brand equity model: A case of U.S. lodging industry
Ding, Li (2018-05)The main purposes of this study were (1) to establish an integrated customer-based brand extension equity resonance model in the U.S. lodging context; and (2) to provide practical suggestions for hotel practitioners aiming ... -
Three-component triangular theory of hotel brand love
Wang, Yao-Chin (2015-07)With the trends of promoting reward membership program, launching technological innovations, and rebranding in the hotel industry, hotel brand love should be examined in hospitality studies because several innovative ...