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Hospitality Branding$
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Chekitan S. Dev

Print publication date: 2012

Print ISBN-13: 9780801452031

Published to Cornell Scholarship Online: August 2016

DOI: 10.7591/cornell/9780801452031.001.0001

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Brand Franchising

Brand Franchising

(p.134) Chapter Eleven Brand Franchising
Hospitality Branding

Chekitan S. Dev

Cornell University Press

The relationship between a hotel franchisor and the franchisees responsible for operating the hotels bearing a franchisor brand's flag is especially important, because local franchisees put into practice the plans and strategies formulated by the brand. The local operators are also responsible for managing direct contact with the brand's ultimate customers, the guests. This chapter asks the following question: Does a stronger marketing partnership between a hotel franchisor and its franchised hotel lead to higher performance, both for the hotel and for the partnership as a whole? The answer to this research question was pursued by surveying hotel general managers at properties affiliated with two major U.S. brands. The chapter discusses the notion of marketing partnerships, informs that discussion with traditional views of economic exchange, and clarifies what higher performance means. It concludes by explaining the results of the study and summarizing the resulting insights.

Keywords:   hotel franchisors, franchisees, relationship marketing, hotel brands, marketing partnership

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