Managing Brand Equity among Langkawi’s (SMEs) Independent Hoteliers

Maznah Wan Omar, Mohd Noor Mohd Ali

Abstract


In Malaysia the brand management studies among independent hoteliers whose operations are on a small scale
basis and are categorized as a small to medium-sized enterprises (SMEs) is in its infancy stage. Although
considerable literature has been published about brand management, many theories and cases are based only on
multinationals. This paper aims to examine the effectiveness of advertising in the management of hotel branding
among independent hoteliers, whereby the focus of the study is among the independent hoteliers in Langkawi.

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International Journal of Marketing Studies  ISSN 1918-719X(Print) ISSN 1918-7203(Online)

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