Fashionable hospitality: A natural symbiosis for Hong Kong's tourism industry?

It affects, it affects not: A quasi-experiment on the transfer effect of co-branding on consumer-based brand equity of hospitality products

“…Review of the literature reveals that some factors define the level of effect that co-branding has on CBBE, related to either consumer characteristics such as familiarity with the partner brands or brand characteristics such as partner brand strength, perceived fit/compatibility between brands, complementarity of the partner brands and the core brand of the co-brand (Denizci-Guillet and Tasci, 2010a,b;Hadjicharalambous, 2006;Helmig et al, 2007;Leuthesser et al, 2003;Simonin and Ruth, 1998;Tasci and Denizci, 2010;Washburn et al, 2000).…”

“…The underlying rationale is hypothesized to be twofold: familiarity eases the consumers' task of information processing, and it induces positive feelings" (2010a, p. 146). Tasci and Denizci (2010) state that consumer perception of fit, match or compatibility between hotel and other brands may not be favorable when there is a lack of familiarity, which poses an inherent challenge for the hospitality industry. As Denizci-Guillet and Tasci (2010a) suspect, some hospitality products are not readily available for consumer expose or use on daily basis as in the case of a manufactured product such as potato chips.…”

“…In other words, the influence of co-branding is proposed to be bidirectional, partner brands affecting the co-brand and the co-brand affecting the partner brands in return. However, the level of these effects depends on both consumer's familiarity with the partner brands or brand characteristics such as partner brand strength, perceived fit/compatibility between brands, complementarity of the partner brands and the core brand of the co-brand (Denizci-Guillet and Tasci, 2010a,b;Hadjicharalambous, 2006;Helmig et al, 2007;Leuthesser et al, 2003;Simonin and Ruth, 1998;Tasci and Denizci, 2010;Washburn et al, 2000). In measuring the success level of co-branding, consumers' perspective is measured in terms of behavioral or attitudinal variables. One of the affected attributes in both the transfer effect and the spillover effect is claimed to be brand equity, "the incremental value added to a product by virtue of its brand" (Washburn and Plank, 2002, p. 46) usually conceptualized with a consumer behavior perspective, namely consumer-based brand equity (CBBE).…”

Chinese Tourists' Satisfaction with International Shopping Centers: A Case Study of the Taipei 101 Building Shopping Mall

“…Following the relaxation in 2003 by the Chinese government of the restrictions on travel to Hong Kong by residents of other parts of China, Hong Kong's tourism and shopping related industries experienced dramatic growth (Tasci & Denizci, 2010). The Chinese government began to permit FIT tourism to Taiwan by individual Chinese travelers starting from June 2011.…”

“…Internationally, a large number of studies have been undertaken examining shopping by Chinese tourists, but most of these studies -such as those by Cai et al (2001), Jang et al (2003), and Becken (2003) -have focused on the overall economic benefits of shopping by Chinese tourists, or on their consumption behavior and consumption models; few studies have been undertaken of Chinese tourists' shopping satisfaction. Those few studies that have addressed the question of shopping satisfactionincluding the studies by Choi et al (1999), Heung & Cheng (2000), Liu et al (2008), Tasci & Denizci (2010), and Lee et al (2011) -have confined the scope of their case studies to Hong Kong or South Korea, and have limited their evaluation to the shopping environment as a whole, with no attempt to appraise shopping satisfaction with respect to individual (or representative) shopping centers. The aim of the present study is to help fill this gap in the empirical literature.…”