Title page for ETD etd-12232009-020359

Type of Document Master's Thesis
Author Davis, Nigel Roger John
URN etd-12232009-020359
Title A study of the extent of brand loyalty exhibited by business travellers towards the lodging product
Degree Master of Science
Department Hotel, Restaurant, and Institutional Management
Advisory Committee
Advisor Name Title
McCleary, Ken W. Committee Chair
Chon, Ken Committee Member
Weaver, Pamela A. Committee Member
  • Hotels
Date of Defense 1992-02-05
Availability restricted
Brand loyalty measurement is important because of the extensive use of branding in the lodging industry during recent years. As the industry has matured, segmentation strategies have been adopted by lodging companies.

Brands were supposed to protect market share,build brand loyalty, and differentiate the product (Withiam 1985).

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