brand name importance
Chekitan Dev | July 30, 2015
Professors Chekitan Dev (Cornell), Pradeep Chintagunta (Chicago) and Yi-Lin Tsai (Delaware) prepared this article based on Professor Tsai's doctoral dissertation completed at the University of Chicago's Booth School of Business and share findings from the study, "What's in a Name? Assessing the Impact of Rebranding in the Hospitality Industry." Imagine checking into a hotel you've stayed at before and noticing something strange: the building looks the same, staff look familiar, rooms are the same as are the restaurants and other service areas. In fact, nothing seems to have changed except the name of the hotel. Why does this happen? And...
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