Co-Branding and their Effectiveness on Memorable Experiences: With Special Reference to Luxury Hotels

A Master of Business Administration (MBA) by Dorrin Vahid entitled, “Co-Branding and their Effectiveness on Memorable Experiences: With Special Reference to Luxury Hotels”, submitted in May 2025. Thesis advisor is Dr. Mohammed Sajid Khan. Soft copy is available (Thesis, Approval Signatures, Completion Certificate, and AUS Archives Consent Form).

Abstract

This study investigates how co-branding affects word-of-mouth and electronic word-of-mouth behaviors, memorable guest experiences, brand image, and intention to return to Dubai's luxury hotel industry. The study investigates how strategic alliances between luxury hotels and well-known brands affect consumer attitudes and behavior using a mixed-methods methodology that combines focus group and survey data. According to qualitative research, co-branding enhances sensory experiences, emotional involvement, and perceived prestige, all of which significantly helps in the creation of memorable experiences. According to quantitative findings, co-branding considerably improves memorable experiences and the revisit intention, but its direct impact on brand image is less apparent than expected, possibly as a result of a small sample size. Strong determinants of guest loyalty and positive word-of-mouth behaviors were found to be memorable experiences, highlighting the significance of emotional and sensory connections in luxury hospitality. The report emphasizes that when supported by outstanding service quality, authentic and well-aligned co-branding initiatives can generate enduring impressions and brand advocacy. The managerial implications point to the necessity of properly chosen collaborations that satisfy visitors' demands for exclusivity and customization. In order to validate and extend these findings across more comprehensive contexts and longitudinal frameworks, further research options are suggested, recognizing limitations relating to sample size, cultural specificity, and cross-sectional design.