Journal of Tourism Research & HospitalityISSN: 2324-8807

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Research Article, J Tourism Res Hospitality Vol: 3 Issue: 2

Brand Association Creation in Alliance between Educational Institutions and Hotels in Hong Kong

Oy-Lar Kiki Chan1* and Soo-May Cheng2
1Senior Lecturer, Hong Kong Community College, Hong Kong Polytechnic University, 9 Hoi Ting Road, Yau Ma Tei, Kowloon, Hong Kong
2Associate Professor, Faculty of Business, Government and Social Work,University of Saint Joseph, Macau
Corresponding author : Dr. Chan Oy-Lar Kiki
Senior Lecturer, Hong Kong Community College, Hong Kong Polytechnic University, 9 Hoi Ting Road, Yau Ma Tei, Kowloon, Hong Kong
E-mail: [email protected]
Received: October 23, 2013 Accepted: February 05, 2014 Published: February 07, 2014
Citation: Chan KOL, Cheng SM (2014) Brand Association Creation in Alliance between Educational Institutions and Hotels in Hong Kong. J Tourism Res Hospitality 3:2. doi:10.4172/2324-8807.1000136

Abstract

Brand Association Creation in Alliance between Educational Institutions and Hotels in Hong Kong

This study seeks to examine a deeper understanding of how customers(students) perceive the brand associations that their higher education institutions form with hotels in Hong Kong. Data were collected through open-ended questions in a selfadministered questionnaire. Content analysis was adopted to analyse the data by coding the transcripts of respondents’ replies and formulating distinct themes in their replies. This study indicates benefits for partner brands and customers when both partner brands are perceived to be of low quality and also reports disadvantages when both partner brands are perceived to be of high quality.

Keywords: Brand alliances; Brand associations; Brand image; Quality perceptions; Purchase intentions; Education-hotel cobranding; Service branding

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