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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 Partnerships

Brand Partnerships

(p.143) Chapter Twelve Brand Partnerships
Hospitality Branding

Chekitan S. Dev

Cornell University Press

Brand partnerships in hotels typically involve an owner (often a brand franchisee) and an operator (not always providing a brand identity), two separate business entities that contribute their respective assets to give the hotel the required cachet to succeed in the marketplace. When their relationship is amicable, the two entities can work together to help the hotel project an attractive image and position itself against competing brands. However, when the relationship is not cordial, one partner or the other might work deceptively in a self-interested pursuit of advantage. This chapter examines that possibility, called opportunism, and discusses strategies for successful brand partnerships. It shows that when brand employs noncoercive influence strategies in the presence of strong relational norms, opportunism decreases, whereas it increases when the brand applies noncoercive strategies in the presence of weak relational norms.

Keywords:   brand partners, opportunism, hotel franchises, relational norms, noncoercive influence, brand partnerships

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