Davis, Nigel Roger John2014-03-142014-03-141992-02-05etd-12232009-020359http://hdl.handle.net/10919/46386Brand loyalty measurement is important because of the extensive use of branding in the lodging industry during recent years. As the industry has matured, segmentation strategies have been adopted by lodging companies. Brands were supposed to protect market share,build brand loyalty, and differentiate the product (Withiam 1985).xi, 163 leavesBTDapplication/pdfenIn CopyrightLD5655.V855 1992.D385Brand choiceHotels -- MarketingThesishttp://scholar.lib.vt.edu/theses/available/etd-12232009-020359/