Evaluation of co-branded hotels in the Taiwanese market: the role of brand familiarity and brand fit

Purpose - The purpose of this paper is to examine the effects of brand familiarity and brand fit on purchase intention towards the offerings of co-branded hotels. Design/methodology/approach - Data were gathered from 198 respondents and two co-branded hotels in Taiwan were assessed. Findings - The findings showed that the fit between co-brands mediate the relationship between brand familiarity and purchase intention. In particular, a well-known co-branded hotel with a high level of brand fit could directly or indirectly affect consumer decision-making processes regarding purchase intention towards the co-brand. Conversely, a less familiar co-branded hotel had a positive effect on purchase intention only if respondents perceived a good fit between allied brands. Research limitations/implications - Brand fit could be a more important factor than brand familiarity in influencing the success of hotel co-branding strategies. Future research to examine the co-branding concept in different social and cultural contexts and also from different perspectives, such as owners or managers, is recommended. Originality/value - Most hospitality studies focus on co-branding between hotels and restaurants. This study empirically investigated the effects of co-branding on consumer behavior in the hotel sector.