Branding the hotel industry: the effect of step-up versus step-down brand extensions

Hultman, M and Papadopoulou, C and Oghazi, P and Opoku, R (2020) Branding the hotel industry: the effect of step-up versus step-down brand extensions. Journal of Business Research. ISSN 0148-2963 DOI: https://doi.org/10.1016/j.jbusres.2020.10.047

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