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    • Brand Extension and Customer Loyalty Evidence from the Lodging Industry 

      Jiang, Weizhong; Dev, Chekitan S.; Rao, Vithala R. (2002-08-01)
      [Excerpt] Building and successfully managing strong brands is considered to be one of the key drivers of success in the hotel industry. CEOs of hotel companies that own brands recognize that brand equity drives stock price ...