Seyhmus Baloglu, Tony L. Henthorne, and Eun Joo Kim (all Hospitality) coauthored the article, "Signaling Effects of Branded Amenities on Customer-based Brand Equity." Published in the Journal of Hospitality Marketing & Management, the article found that the effects of branded amenities on customer-based brand equity vary by the economy, midscale, or luxury hotel segments. Midscale hotel brands yield the most potent advantages, while luxury hotel brands offer partial benefits from the strategy. Kim is a doctoral student.
