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Implication of Co-Branding in Hotel Foodservice Department  

Kim, Young-Kyu (Department of Tourism Management, Keimyung University)
Choi, Young-Joon (School of Hotel and Tourism Management, Youngsan University)
Publication Information
Journal of the Korean Society of Food Culture / v.20, no.2, 2005 , pp. 232-242 More about this Journal
Abstract
It is the aim of this study to identify and develop improved management practice and competitive edge through co-branding which has been adopted extensively in the States. There is no universally accepted definition of co-branding. The term has been used interchangeably with labels such as brand alliance and composite branding. This study is exploratory in nature and at best a pilot study as few academic research are found dealing with actual cases between hotels and restaurant companies in Korea. Through related literatures reviews and research findings, this study will provide valuable insight as to the methods and activities of co-branding and a framework to help industry professions identify co-branding opportunities to enhance the productivity.
Keywords
Hotel F&B; Co-Branding; Restaurant companies;
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