Now that Paris Hilton has been released from jail, pundits are wondering whether there will be any fallout for the Hilton hotel brand name. Research in marketing suggests that those wannabe consumers who closely identify with Paris Hilton will not be put off by her distasteful antics and criminal behavior; however, for those who find her on the sorry side, those negative perceptions may transfer to the brand.
This may not be much of an issue for current Hilton hotel consumer loyalists - elite members especially may not care either way, especially if a hotel upgrade is in their future. However, for current customers who have more of a choice, Starwood and Marriott should be looking even better about now.
