Abstract
Brand performance is playing an important role in the hotel industry, particularly to the hotel representing Malaysian brand. Hence, the aim of this study is to investigate the factors influencing brand performance for Malaysian hotel. There are four factors tested, namely brand signature, brand attitude, brand awareness, and brand reputation, toward the brand performance. Data were collected using a self-administered survey at the premise. There were 322 valid questionnaires used for data analysis. Data were analyzed using SPSS. The result found that brand attitude, awareness, and reputation have a significant effect on brand performance. However, brand signature shows the insignificant effect on the dependent variable. Discussion, conclusions, and recommendations were also presented in the article.
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Ya, S., Md Nor, M.N., Nasirun, N., Ahmad, Z., Md Saad, N.F. (2020). Performance of Local Hotels: A Case of the Malaysian Local Brand. In: Kaur, N., Ahmad, M. (eds) Charting a Sustainable Future of ASEAN in Business and Social Sciences. Springer, Singapore. https://doi.org/10.1007/978-981-15-3859-9_7
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DOI: https://doi.org/10.1007/978-981-15-3859-9_7
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