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

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.