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brand quality
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Topic Article
A Conceptual Model of Brand Extensions in the Hospitality Industry
JungKook Lee, PhD • Alastair M. Morrison, PhD • Soo Cheong (Shawn) Jang, PhD
Volume 02 Issue 2 · 28 Feb 2012
Incumbent traditional brands have an initial advantage over new entrants to a market. With traditional brands, marketers have spent many dollars and many years to establish brand awareness and build equity. Building and…