Evaluation of co‐branded hotels in the Taiwanese market: the role of brand familiarity and brand fit

Abstract

Purpose

The purpose of this paper is to examine the effects of brand familiarity and brand fit on purchase intention towards the offerings of co‐branded hotels.

Design/methodology/approach

Data were gathered from 198 respondents and two co‐branded hotels in Taiwan were assessed.

Findings

The findings showed that the fit between co‐brands mediate the relationship between brand familiarity and purchase intention. In particular, a well‐known co‐branded hotel with a high level of brand fit could directly or indirectly affect consumer decision‐making processes regarding purchase intention towards the co‐brand. Conversely, a less familiar co‐branded hotel had a positive effect on purchase intention only if respondents perceived a good fit between allied brands.

Research limitations/implications

Brand fit could be a more important factor than brand familiarity in influencing the success of hotel co‐branding strategies. Future research to examine the co‐branding concept in different social and cultural contexts and also from different perspectives, such as owners or managers, is recommended.

Originality/value

Most hospitality studies focus on co‐branding between hotels and restaurants. This study empirically investigated the effects of co‐branding on consumer behavior in the hotel sector.

Citation

Lin, Y. (2013), "Evaluation of co‐branded hotels in the Taiwanese market: the role of brand familiarity and brand fit", International Journal of Contemporary Hospitality Management, Vol. 25 No. 3, pp. 346-364. https://doi.org/10.1108/09596111311311017