Literature review & theoretical framework

An Investigation on the
Importance of
Branding for a Small
Independent Boutique
Hotel

Page 1 of 73

March 2011
EXECUTIVE SUMMARY
In contemporary business environments, small independent organisations are often faced with significant pressures to survive market competitiveness (Abimbola, 2001; Bristow, et, al, 2002; Moroko & Uncles, 2009; Wilden, et, al, 2010). Accordingly, in order to compete with prevailing competitors, many businesses employ branding as a key strategy to establish a positive reputation in the marketplace (Abimbola, 2001; Balmer & Greyser, 2006; Herstein
& Gamliel, 2006; Ueno, 2010). Subsequently, Lin, et, al (2010) as well as Souiden, et, al
(2006) postulate that further in-depth studies are needed to …show more content…

8

1.4

Limitation of the Study ......................................................................................... 8

1.5

The Structure of the Paper .................................................................................. 9

1.6

Conclusion .......................................................................................................... 9

CHAPTER TWO ................................................................................................................. 11
LITERATURE REVIEW ................................................................................................... 11
2.1

Introduction ....................................................................................................... 11

2.2

Nature and Purpose of Branding ....................................................................... 11

2.3

The Strategic Role of Branding .......................................................................... 12

2.3.1

Marketing and Brand Equity ....................................................................... 12

2.3.2

Brand Awareness ....................................................................................... 13

2.3.3

Brand Loyalty ............................................................................................. 13

2.4

Branding and Stakeholders ............................................................................... 14

2.4.1