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Hindi Research Article, J Tourism Res Hospitality Vol: 3 Issue: 2
Brand Association Creation in Alliance between Educational Institutions and Hotels in Hong Kong
| Oy-Lar Kiki Chan1* and Soo-May Cheng2 | |
| 1Senior Lecturer, Hong Kong Community College, Hong Kong Polytechnic University, 9 Hoi Ting Road, Yau Ma Tei, Kowloon, Hong Kong | |
| 2Associate Professor, Faculty of Business, Government and Social Work,University of Saint Joseph, Macau | |
| Corresponding author : Dr. Chan Oy-Lar Kiki Senior Lecturer, Hong Kong Community College, Hong Kong Polytechnic University, 9 Hoi Ting Road, Yau Ma Tei, Kowloon, Hong Kong E-mail: cckiki@hkcc-polyu.edu.hk |
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| Received: October 23, 2013 Accepted: February 05, 2014 Published: February 07, 2014 | |
| Citation: Chan KOL, Cheng SM (2014) Brand Association Creation in Alliance between Educational Institutions and Hotels in Hong Kong. J Tourism Res Hospitality 3:2. doi:10.4172/2324-8807.1000136 |
Abstract
Brand Association Creation in Alliance between Educational Institutions and Hotels in Hong Kong
This study seeks to examine a deeper understanding of how customers(students) perceive the brand associations that their higher education institutions form with hotels in Hong Kong. Data were collected through open-ended questions in a selfadministered questionnaire. Content analysis was adopted to analyse the data by coding the transcripts of respondents’ replies and formulating distinct themes in their replies. This study indicates benefits for partner brands and customers when both partner brands are perceived to be of low quality and also reports disadvantages when both partner brands are perceived to be of high quality.
