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Hotel Branding Dissertation
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I have reviewed lots of litterature, where the main points are brand equity and creating it in the industry, it's link to customer loyalty which again links to profitability. This is obviously not new, and I am trying to find a gap here which is a bit of a fresher topic. I was thinking about looking a hotels brand portfolios and what brand attributes create equity over the different brand segments, but was told that might not be enough for a dissertation?
I have also been very interesting in the emerging trend of lifestyle branding and fashion hotels, however there is limited academic litterature on that, as well as that it might be too narrow?
I am basically stuck after doing my litterature review not being sure what kind of a question to state, and what objectives to set, and my supervisor is very unhelpful and knows little about my topic, so I am a bit stuck.
Any help in this matter or suggestions for questions, or places to research further would be greatly appreciated.
Many thanks
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