A Comparison of the Performance of Brand-Affiliated and Unaffiliated Hotel Properties

Research has shown that performance differences exist between brand-affiliated hotels and unaffiliated properties. However, the extant empirical results are mixed. Some research has shown that brands outperform unaffiliated hotels on various metrics, whereas other research has shown the opposite. This article analyzes this issue using a matched-pair approach where we compare the performance differences of brand-affiliated and unaffiliated properties between 1998 and 2010. The matched-pair approach ensures that local competitive conditions as well as hotel characteristics are the same across the comparison pair. In addition, all potential omitted-variable bias and model misspecifications are avoided. Thus, to address our research question, we compare branded hotels with unaffiliated properties that are identical in age, market segment, location, and duration of operation, as well as having a similar number of rooms. Our analysis shows that performance differentials are present, albeit not systematic. We found no consistent advantages in all segments for either the affiliated hotels or the comparable unaffiliated properties, taking into account our comparison factors. That said, the methodology of our approach yields results that are more informative to the affiliation choice of owners and to the growth strategies of hotel brand–owner companies than those of previous empirical studies.

O Contrato Psicológico e a Influência do Tipo de Vínculo: empenhamento na carreira e commitment organizacional

As transformações nas relações contratuais e na ligação psicológica do indivíduo à organização motivaram a realização do presente estudo. Os seus objectivos centrais consistiram em, por um lado, analisar a influência do tipo de vínculo na formação do Contrato Psicológico dos indivíduos com a organização e, por outro lado, compreender a relação do Contrato Psicológico com o Empenhamento na Carreira e com o Commitment Organizacional, e o que poderá distinguir estas relações. A metodologia apoiou-se num questionário, aplicado a uma amostra de 102 profissionais com vínculos de trabalho estáveis e instáveis, de diferentes organizações, ramos profissionais e sectores de actividade. A amostra é proporcional e representativa. (a) Os resultados demonstram que os profissionais prestadores de serviço são o único caso em que o tipo de vínculo tem influência significativa sobre a formação do Contrato Psicológico, percepcionando uma ligação transaccional com a organização. (b) Em contrapartida, provam que uma maior ou menor estabilidade contratual não tem influência significativa sobre os Contratos Psicológicos relacional ou equilibrado. (c) Os resultados sugerem ainda que o Contrato Psicológico está mais directamente relacionado com o Empenhamento na Carreira do que com o Commitment Organizacional. O Contrato Psicológico apresenta correlações fortes com o Empenhamento na Carreira e a consequente utilização de comportamentos individuais de Gestão de Carreira, sendo esta mais significativa nas ligações psicológicas de tipo equilibrado e relacional. No que respeita ao Commitment Organizacional, este não apresenta relação significativa com o Contrato Psicológico mas verificamos a existência de focus de Commitment Organizacional. Os resultados comprovam que o Contrato Psicológico se correlaciona com a sua dimensão normativa. As conclusões evidenciam o incremento das relações transaccionais, motivadas pela menor durabilidade dos vínculos e o desenvolvimento de reduzidas expectativas na relação com a organização e para o carácter individual e circunstancial das ligações psicológicas, que já não obedecem a um padrão tipo. Perante cenários de grande instabilidade, independentemente do Contrato Psicológico estabelecido, a preocupação com a Carreira ganha relevância. Os profissionais actuais tendem a transferir a preocupação com o vínculo e a segurança no emprego para questões de carreira, segurança de empregabilidade e sucesso psicológico. Observa-se que a lealdade à organização é na maior parte dos casos transferida para a lealdade à carreira. / Transformations in contractual relationships and in the psychological connection of an individual to an organization have motivated the execution of the present study. The main objectives of this study were, on the one hand, to analyze the influence of the type of contractual bond in the shaping of the psychological contract of individuals with an organization, and, on the other hand, to understand the relationship between the psychological contract, the career commitment and the organizational commitment, to understand subsequently what may distinguish these relationships. The methodology was supported by a questionnaire, which was applied to a sample of 105 professionals with both stable and unstable contractual bonds in different organizations, professional lines of business and activity sectors. The sample is proportional and representative. (a) The results demonstrate that service providing professionals are the only case in which the type of contractual bond has a significant influence on the shaping of a psychological contract, perceived as a transactional connection with the organization. (b) On the other hand a higher or lower contractual stability has no significant influence or relationship with the psychological contract, relational or balanced. (c) The results also suggest that the psychological contract is more directly related to career commitment than to organizational commitment. The psychological contract shows a strong correlation with the career commitment and the consequent use of the individual behaviour of Career Management, with the latter being more significant to a balanced and relational type of psychological connection. In regard to Organizational Commitment, this presents no significant relationship with the psychological contract but the focus on the organizational commitment is verified. The results also show that the psychological contract is correlated with its normative dimension. The increase in transactional relationships are evident. This is driven by reduction of the durability of contractual bonds and the development of reduced expectations in relation to the organization and the individual character and circumstance of the psychological connections, which no longer conform to a standard type. Scenarios of great instability, regardless of the psychological contract established, cause the concern with career to gain relevance. Current professionals tend to transfer their concerns about contractual bonds and job security to career issues, job security and psychological success. It can also be seen that loyalty to the organization is, in most cases, transferred to loyalty to the career.

La marca come strategia: un'analisi dei tassi di royalty nel brand licensing

La tesi si sviluppa attraverso 5 capitoli volti a mostrare l'importanza della valutazione economica del marchio. Si andrà a definire il concetto di marchio e di brand licensing per passare così a descrivere uno dei principali metodi di valutazione: il Relief from Royalty, che pone come input chiave di tale valutazione il tasso di royalty. Si è inoltre svolta un'analisi di tale tasso, in 2 settori merceologici diversi ma collegati, per poter evidenziare i termini che incidono maggiormente sul suo valore e quindi sul valore del marchio.

Lexical Interference in Semantic Processing of Simple Words: Implications for Brand Names

This study provides evidence for a Stroop-like interference effect in word recognition. Based on phonologic and semantic properties of simple words, participants who performed a same/different word-recognition task exhibited a significant response latency increase when word pairs (e.g., POLL, ROD) featured a comparison word (POLL) that was a homonym of a synonym (pole) of the target word (ROD). These results support a parallel-processing framework of lexical decision making, in which activation of the pathways to word recognition may occur at different levels automatically and in parallel. A subset of simple words that are also brand names was examined and exhibited this same interference. Implications for word recognition theory and practical implications for strategic marketing are discussed.

Os efeitos das reclamações online na lealdade dos consumidores: um estudo experimental

In an environment of constant change, technological developments, market competition and more informed consumers, the search for a lasting relationship through the conquest of loyalty has become the objective of companies. However, several authors suggest that this loyalty can be affected by negative comments available on the internet. Therefore, this dissertation has as objective to examine if the complaints are available on the internet impact the loyalty to a brand of mobile phone. The research used as the basis the Expanded NCSB model suggest by Johnson et al. (2001), studying five prominent drives of loyalty: image/brand reputation, affective commitment, calculative commitment, perceived value and trust, beyond the satisfaction construct as moderator variable. The research method adopted was the experimental design which included 285 undergraduate students, with the trial which included 285 undergraduate students, with the field study of the mobile industry, specifically, the brands of cell phones. The research approach was quantitative and methods were descriptive statistics, factor analysis, cluster analysis, linear regression and non-parametric test of Wilcoxon for data analysis. Of the 16 hypothesis stemmed from the research model proposed, 12 were confirmed. The results showed that the complaint available on the internet, here represented by the available on the site Reclame Aqui, may impact consumer perceptions about brand loyalty, as well as its antecedents, being that these complaints can affect all the consumers, regardless of historical satisfaction with the brand. It also noted the positive relationship between the independent variables trust, image/brand reputation, perceived value, affective commitment and calculative commitment and the dependent variable - loyalty, even when considering the data obtained after exposure to the complaint. However, no unanimous conclusion that the relationship between these variables was strongest in the group with satisfactory experience. At the first moment of the research, the trust was the most important variable for the formation of loyalty. However, after exposure to treatment, the image/brand reputation, was more relevant. Contributions of the study, limitations and recommendations for future researches are approached in the present investigation

La equidad de marca "Brand Equity" una estrategia para crear y agregar valor

La marca puede y debe ser el factor determinante, diferencial e inimitable para crear y agregar valor a productos, servicios y empresas con y sin ánimo de lucro. La acertada gestión de las marcas se fundamenta y logra su función/misión en las dimensiones que conforman la equidad de marca, las cuales son a la vez variables accionables y mensurables. El concepto equidad de marca se origina en el derecho canónico, cuandola Iglesia Católica administraba la Corte de Equidad, que se ocupaba de los asuntos de justicia e igualdad porque se consideraban pecaminosas las acciones que se desviaban de la equidad. Lesionar o usurpar la reputación, "el buen nombre", se consideraba pecaminoso y por lo tanto debía ser juzgado por la Corte de Equidad.

Narrative transportation in global brand content

People understand life and events around them through narratives. Narratives are a new way for marketers to convey messages to consumers about their brands and products. Brand narratives are an effective way to reach out to people due to their influential nature. Narratives have a power to change beliefs and attitudes, making them relevant and interesting for any marketer. The power of narratives has to do with narrative transportation, which narratives can trigger in people. A transported person is more likely to perceive brand or product in a more positive light. The creators of the narrative are able to influence the content of the narrative through message factors that work as antecedents for narrative transportation. This study explored narrative transportation qualities of well established advertisements. The study uses qualitative content analysis to analyze and identify narrative transportation antecedents among Cannes Lion grand prix winners in the film category between years 2005 to 2015 (15 in total). The narrative transportation antecedents are identifiable characters, imaginable plot and verisimilitude, which were used in the analysis of the data. The study analyzes the winners to make judgment on whether they can trigger narrative transportation or not. It was found that the Cannes Lion grand prix winner advertisement mostly had identifiable narratives in them. In most of the advertisement (ten out of fifteen) at least two out of three antecedents were found, thus most of them are able to trigger narrative transportation. The study also found that most narratives in the advertisement were able to be linked to the main brand narrative of the advertiser. In four of the advertisements the link to the brand narrative was not able to be established. The study concludes by discussing certain factors and aspects of the advertisements that were identified to further enhance the narrative transportation qualities of the advertisement.

Nonprofit brand heritage its ability to influence volunteer retention, engagement, and satisfaction

Volunteer organizations operate in a challenging environment and their management practices toward volunteers have become increasingly influenced by the private sector. This case study explores the impact of brand heritage on the experience of volunteering in such managed environments. We use data from the U.K. Scouts to show that brand heritage has a positive bearing on the level of engagement volunteers experience and on their reported attitude to the way(s) in which they are managed within the volunteer organization. We then use these findings to establish the salience of brand heritage to both long established and recently formed organizations, extending current volunteer management theory; consequently, we suggest volunteer managers utilize the power of brand heritage through unlocking its ability to retain engaged and satisfied volunteers.

Impacto da comunicação empresarial na atração dos colaboradores : TalenterTM, um estudo de caso

Dissertação de Mestrado, Ciências Económicas e Empresariais, 12 de Julho de 2016, Universidade dos Açores.

Adipose-derived stem cell adhesion on laminin-coated microcarriers improves commitment toward the cardiomyogenic lineage

International audience