CO-BRANDING: A PERSPECTIVE TOOL TO REDEFINE THE IMAGE OF HOSPITALITY SECTOR OF JAMMU AND KASHMIR
Keywords:Hospitality sector, Co-branding, Brand Image and Hotel brands.
Emergence of newer trends increased competition has led the Indian hospitality sector to redefine their approach to market. In contrast to this International hotel chains are focusing to extend their business to mid-segment hotel chains in the country thus introducing a new business model and complementing the co-branding process in hospitality sector. However such perspective has been identified as a positive aspect for increasing the demand and value for a brand(s). This study aims to study the impact of co-branding on brand image of hotel industry of Jammu and Kashmir.
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