Enhancing Hotel Employees' Brand Understanding and Brand-Building Behavior in China [Summary]

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Date
2019-03-01
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Journal ISSN
Volume Title
Publisher
Virginia Tech
Abstract

To participate effectively in the present Chinese hotel market, multinational companies must achieve a competitive advantage, which they attain by building the brand. This study promotes employee brand understanding as a precursor to positive brand-building behavior.

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Keywords
hotel, international brand management, employees, china
Citation