Bridging the gap between branding and sustainability by fostering brand credibility and brand attachment in travellers’ hotel choice
Purpose: This paper aims to investigate the effects of hotels’ brand attributes on consumers’ (patrons’ and guests’) by fostering brand credibility and brand attachment towards the propensity of word-of-mouth. The study uses the signaling theory to assess the relationships among the constructs. Desi...
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| Format: | Article |
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Emerald
2019
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