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 Keywords
Date of Defense 1992-02-05 Availability restricted AbstractBrand 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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