1. What's in a Brand Name? Assessing the Impact of Rebranding in the Hospitality Industry. (December 2015) Authors: Tsai, Yi-Lin; Dev, Chekitan s.; Chintagunta, Pradeep Journal: JMR, Journal of marketing research Issue: Volume 52:Number 6(2015) Page Start: 865 Record Type: Journal Article View Content: Available online (eLD content is only available in our Reading Rooms) ↗