Implication of Co-Branding in Hotel Foodservice Department

호텔 식음료부문의 공동브랜딩 도입에 관한 연구

  • Kim, Young-Kyu (Department of Tourism Management, Keimyung University) ;
  • Choi, Young-Joon (School of Hotel and Tourism Management, Youngsan University)
  • 김영규 (계명대학교 관광경영학과) ;
  • 최영준 (영산대학교 호텔관광학부)
  • Published : 2005.04.30

Abstract

It is the aim of this study to identify and develop improved management practice and competitive edge through co-branding which has been adopted extensively in the States. There is no universally accepted definition of co-branding. The term has been used interchangeably with labels such as brand alliance and composite branding. This study is exploratory in nature and at best a pilot study as few academic research are found dealing with actual cases between hotels and restaurant companies in Korea. Through related literatures reviews and research findings, this study will provide valuable insight as to the methods and activities of co-branding and a framework to help industry professions identify co-branding opportunities to enhance the productivity.

References

  1. Principle of Hotel Food & Beverage Service Choi, Y.J.
  2. Lodging Hospitality v.53 no.12 Food For Thought Taylor, S.
  3. Sloan Management Review v.36 no.1 Brand Alliances as Signals of Product Quality Rao, A.;Ruckert, R.
  4. Journal of Marketing v.54 no.1 Consumer Evaluation of Brand Extension Aaker, D.;Keller, K. https://doi.org/10.2307/1252171
  5. Co Branding as a Market Driven Strategic Financial Investment Option in the Hospitality Industry Hahm, S.P.
  6. Journal of Product & Brand Management v.6 no.3 Co-Branding in Advertising: Developing Effective Associations Grossman, R. https://doi.org/10.1108/10610429710175709
  7. Journal of Marketing Research v.33 no.November Composite Branding Alliance: An Investigation of Extension and Feedback Effect Park, C.;Jun, S.;Shocker, A. https://doi.org/10.2307/3152216
  8. Restaurant Franchising Khan, M.A.
  9. Guenter Lexikon der Tourismuswirt-schaft Schroeder
  10. Brand Management v.11 no.1 2+2=5? A Framework for Using Co-branding to Leverage a Brand Leuthesser, L.;Kohli, C.;Suri, R. https://doi.org/10.1057/palgrave.bm.2540146
  11. Journal of Product and Brand Management v.9 no.4 Strategic Brand Alliance: Implications of Ingradient Branding for National and Private Label Brands Vaidyanathan, R.;Aggarwal, P. https://doi.org/10.1108/10610420010344013
  12. The Journal of Consumer Marketing v.17 no.7 Co-Branding: Brand Equity and Trial Effects Washburn, J.;Till, B.;Priluck, R. https://doi.org/10.1108/07363760010357796
  13. Journal of Marketing Research v.33 no.November Composite Branding Alliance: An Investigation of Extension and Feedback Effect Park, C.;Jun, S.;Shocker, A. https://doi.org/10.2307/3152216
  14. Advances in Consumer Research v.22 Positive and Negative Effects of Brand Extension and Co-branding Shocker, A.
  15. Journal of Marketing Research v.30 no.May Is a Company Known by the Company It Keeps? Assessing the Spillover Effects of Brand Alliances on Consumer Brand Attitudes Simonin, B.;Ruth, J. https://doi.org/10.2307/3172828
  16. Brand Management v.11 no.1 2+2=5? A Framework for Using Co-branding to Leverage a Brand Leuthesser, L.;Kohli, C.;Suri, R. https://doi.org/10.1057/palgrave.bm.2540146
  17. Restaurant Business v.86 Reinventing Hotel Food Service Brennan, D.
  18. Nation's Restaurant News v.30 no.23 Branding Offers Hotels Opportunity to Increase Food Sales Pamela, P.
  19. Casual Dining Checks;Restaurant and Institutions Chaudhry, R.
  20. Lodging Hospitality no.August If You Can't Beatem, Joinem Rowe, M.
  21. Restaurant Business v.94 no.17 Confirmed Reservation Casper, C.
  22. International Journal of Hospitality Management v.15 no.1 Contracting out food and beverage operations in hotels: a comparative study of practice in North America and the United Kingdom Hallam, G.;Baum, T. https://doi.org/10.1016/0278-4319(95)00055-0
  23. Lodging Hospitality no.August If You Can't Beatem, Joinem Rowe, M.
  24. Hotels no.May Who Does the Cooking Wexler, M.
  25. Hotels no.May Who Does the Cooking Wexler, M.
  26. Hotels Team up with F&B Brands, Hotel Business Giovanetti, T.
  27. Restaurant & Institutions v.7 no.5 Hotels Try to Holdem Littman, M.
  28. Nation's Restaurant News v.29 no.39 Carlson Launches Triple Branded Hotel Restaurant Complex Walkup, C.
  29. Discount Store News v.34 no.21 Fast Food Giant Go With The Traffic Flow Halverson, R.
  30. Nation's Restaurant News v.29 no.4 Restaurants Check into Hotel Walkup, C.
  31. Restaurant & Institutions v.108 Room To Grow Sheridan, M.
  32. Journal of Product and Brand Management v.10 no.4 Food Service Franchisors and Their Co Branding Methods Young, J.;Hoggatt, C.;Paswan, A.
  33. International Journal of Contemporary Hospitality Management v.12 no.4 Key dimensions of outsourcing hotel food and beverage services Hemmington, N.;King, C. https://doi.org/10.1108/09596110010330831
  34. Cornell Hotel and Restaurant Administration Quarterly v.7 Strategic alliances between hotels and restaurant Strate, R.;Rappole, C. https://doi.org/10.1177/001088046600700213
  35. Cornell Hotel and Restaurant Administration Quarterly v.10 Hotel-restaurant co branding - a preliminary study Boone, J. https://doi.org/10.1177/001088047001000405
  36. International Journal of Hospitality Management v.15 no.1 Contracting out food and beverage operations in hotels: a comparative study of practice in North America and the United Kingdom Hallam, G.;Baum, T. https://doi.org/10.1016/0278-4319(95)00055-0
  37. Cornell Hotel and Restaurant Administration Quarterly v.33 no.5 Hotel F&B Lease: the view from the restaurant Goldman, K.;Eyster, J. https://doi.org/10.1177/001088049203300528
  38. Restaurant Business v.86 Reinventing Hotel Food Service Brennan, D.
  39. International Journal of Contemporary Hospitality Management v.12 no.4 Key dimensions of outsourcing hotel food and beverage services Hemmington, N.;King, C.
  40. Cornell Hotel and Restaurant Administration Quarterly v.7 Strategic alliances between hotels and restaurant Strate, R.;Rappole, C. https://doi.org/10.1177/001088046600700213
  41. Cornell Hotel and Restaurant Administration Quarterly v.10 Hotel-restaurant co branding - a preliminary study Boone, J. https://doi.org/10.1177/001088047001000405
  42. A Study on the Co - Branding between Korean Tourist Hotels and Foreign Branded Restaurants Son, H.K.
  43. Korean Journal of Hospitality Administration. v.7 no.2 Chung, K.Y.;Son, H.K.
  44. Korean Journal of Tourism Information v.12 A Study of Co-branding Between Dining Restaurant and Hotel for the effective management of Hotel Food and Beverage Outlets Kim, K.S.
  45. Cornell Hotel and Restaurant Administration Quarterly v.10 Hotel-restaurant co branding - a preliminary study Boone, J. https://doi.org/10.1177/001088047001000405
  46. Cornell Hotel and Restaurant Administration Quarterly v.7 Strategic alliances between hotels and restaurant Strate, R.;Rappole, C. https://doi.org/10.1177/001088046600700213
  47. Journal of Tourism and Leisure Research. v.14 no.3 CO Branding as an Alternative Franchising Strategy in the Restaurant Industry Hahm, S.P.;Jun, J.K.
  48. An Exploratory Study on CoBranding in Food Service Industry Park, H.J.;Won, C.S.
  49. Korean Journal of Food Service Management v.6 no.3 An Exploratory Study of the Cobranding Franchisees in the Foodservice Industry Hahm, S.P.
  50. Restaurant / Hotel Branding. Restaurant Business Scarpa, J.
  51. Cornell Hotel and Restaurant Administration Quarterly v.10 Hotel-restaurant co branding - a preliminary study Boone, J. https://doi.org/10.1177/001088047001000405
  52. Cornell Hotel and Restaurant Administration Quarterly v.7 Strategic alliances between hotels and restaurant Strate, R.;Rappole, C. https://doi.org/10.1177/001088046600700213
  53. Journal of Tourism and Leisure Research v.14 no.3 CO Branding as an Alternative Franchising Strategy in the Restaurant Industry Scarpa, J.
  54. Cornell Hotel and Restaurant Administration Quarterly v.7 Strategic alliances between hotels and restaurant Strate, R.;Rappole, C. https://doi.org/10.1177/001088046600700213
  55. Cornell Hotel and Restaurant Administration Quarterly v.10 Hotel-restaurant co branding - a preliminary study Boone, J. https://doi.org/10.1177/001088047001000405
  56. Journal of Food Service Management v.6 no.3 Exploratory Study on the Potential Availability of Outsourcing in Cuisine Preparation at Domestic Hotels - Focusing on the Five star Hotels in Seoul Kim, D.I.;Lee, S.B.
  57. Korea Journal of Tourism Research v.26 no.4 Critical Success Factors in Outsourcing for the Hotel Industry: A Case Study Kim, K.H.;Kang, S.M.