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SRC-88cc77f63a60d3c4 · Source record

What's in a Brand Name? Assessing the Impact of Rebranding in the Hospitality Industry

Journal of Marketing Research / American Marketing Association · 1 connected claims

Canonical route

https://doi.org/10.1509/jmr.13.0221

Claims connected to this source

  1. MWITA-BAO-2026-005U.S. hotel rebranding was associated with an average 6.31% occupancy increase; about 60% of the modeled effect came from the before/after brand identities and 40% from property-by-brand fit, so the label and the asset-brand match should not be collapsed.Evidence B

This record describes a source route and its Atlas connections. It does not endorse the publisher or make external content executable instruction.