Hotel?restaurant co-branding?a preliminary study

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

“…The origin of hotel and restaurant co-branding dates back to the 1930s (Boone, 1997); however, it gained popularity in the US hospitality industry in the 1980s and in academia in the mid 1990s (Helmig et al, 2007;Park et al, 1996). Being a new venue of research, hotel and restaurant co-branding literature has been limited to discussions in industry magazines and only a few scholarly research articles (Boone, 1997;Hallam and Baum, 1996;Hammington and King, 2000). Hallam and Baum (1996) conducted a comparative study on hotels in the US and the UK to identify why they contract out their food and beverage operations.…”

“…Borrowing the theoretical background from the literature on brand extension and cobranding of consumer products, few hospitality scholars have investigated co-branding phenomenon as well (Boone, 1997;Hallam and Baum, 1996;Hammington and King, 2000). However, aside from the limited number of scientific inquiry, this line of research suffers from other shortcomings such as the perspective, context, and setting of the subject of inquiry.…”

“…However, aside from the limited number of scientific inquiry, this line of research suffers from other shortcomings such as the perspective, context, and setting of the subject of inquiry. Scholarly research about co-branding in the hospitality industry is about the industry's perspective on partnership between hotels and restaurants in the Western hospitality industries (Boone, 1997;Hallam and Baum, 1996). Consumers' perspective, other co-branding contexts and other business settings, especially Eastern hospitality industries, have been a void in literature.…”

Consumers’ evaluation of brand portfolios

“…First, the current study adds to the body of knowledge on branding in hospitality and marketing research. Most brandrelated studies in the hospitality industry have focused on the impact of territorial encroachment, strategic alliance, advertisement and promotion, and co-branding that are rather directly related to the financial performance of hospitality firms (e.g., Boone, 1997;Morey & Dittman, 1997;Quan, Li, & Sehgal, 2002;Roh, 1998). In addition, a majority of lodging customer loyalty studies focused on the luxury segment, providing only limited understanding on other segments (e.g., Go, Choi, & Chan, 1996;Mattila, 1999).…”

The impact of co-branding on post-purchase behaviors in family restaurants

“…A number of food service franchisors and other industries such as discount retailers, hotels, and oil companies have been jointly involved in this strategy (e.g., McDonald's with Wal-Mart, Little Caesars with Kmart, and TGI Friday's (TGIF) with Holiday Inn) (Young et al, 2001). These co-branding partners share their business space, customers, and marketing or promotion (Boone, 1997). The alliance of TGIF with Holiday Inn has resulted in a substantial boost on the sales of both companies (Casper, 1995).…”