Brand extension and customer loyalty: evidence from the lodging industry

Citation data:

The Cornell Hotel and Restaurant Administration Quarterly, ISSN: 0010-8804, Vol: 43, Issue: 4, Page: 5-16

Publication Year:
2002
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Repository URL:
https://scholarship.sha.cornell.edu/articles/767; https://works.bepress.com/chekitan_dev/15
DOI:
10.1016/s0010-8804(02)80037-4
Author(s):
Jiang, Weizhong; Dev, Chekitan S.; Rao, Vithala R.
Publisher(s):
SAGE Publications
Tags:
Business, Management and Accounting; brand management; loyalty; hotel industry; brand extension; Hospitality Administration and Management; Marketing
article description
Hotel-brand extensions help retain customers—but only up to a point.