Pradeep Chintagunta on Assessing the Impact of Rebranding in the Hospitality Industry

The University of Chicago Center in Beijing
20th floor, Culture Plaza
No. 59A Zhong Guan Cun Street
Haidian District Beijing 100872

Pradeep Chintagunta, Joseph T. and Bernice S. Lewis Distinguished Service Professor of Marketing at the University of Chicago Booth School of Business, spoke at the Center in Beijing on his recent paper “Assessing the impact of rebranding in the hospitality industry” (coauthored with Yi-Lin Tsai and Chekitan Dev).

Dr. Chintagunta discussed the impact of rebranding on the occupancy rate and other performance indicators of hotel properties. His research has found that rebranding results led to a 6.31% increase in occupancy rates with increases in other metrics such as revenues per room. Dr. Chintagunta also discussed differences in the effect of rebranding for economy/midscale versus upscale/luxury properties; differences in rebranding effects within and across hotel brand “umbrellas;” differences across branded and independent hotel “flags;” and differences in short-term versus longer duration effects of rebranding. Dr. Chintagunta’s talk also looked at the impact that rebranding might have on competitors’ properties.

Pradeep Chintagunta conducts research into the analysis of household purchase behavior, pharmaceutical markets and technology products. Dr. Chintagunta is on the advisory editorial board of Marketing Science and is the editor of Quantitative Marketing and Economics. His research has appeared in the Journal of Marketing Research, Marketing Science, Management Science, the International Journal of Research Marketing, the Journal of the American Statistical Association and and the Journal of Econometrics.

Dr. Chintagunta earned a bachelor’s degree in mechanical engineering from Banaras Hindu University in 1984, a postgraduate diploma in management from the Indian Institute of Management in 1986, and a PhD in marketing from Northwestern University in 1990. In addition to teaching at Chicago Booth, he has taught courses at the Harvard Business School and the S.C. Johnson Graduate School of Management at Cornell University. He joined the Chicago Booth faculty in 1995.

Dr. Chintagunta was a finalist for the O’Dell award in both 1996 and 2001, is the recipient of the Hillel J. Einhorn Award for Excellence in Teaching and has been named one of Chicago Booth’s top professors by BusinessWeek. He serves on the advisory boards of Operation ASHA and MuSigma.