Article ID | Journal | Published Year | Pages | File Type |
---|---|---|---|---|
1010548 | International Journal of Hospitality Management | 2007 | 17 Pages |
Abstract
This study explores how consumers evaluate lodging brand portfolios and shows the important role of brand-specific associations and brand portfolio effects in forming brand attitudes toward extended brands. The findings suggest, in general, that both brand-specific associations and brand portfolio affect consumers’ evaluations of extended brands. In addition, brand fit and familiarity are found to be important in consumers’ attitude formation in that they moderate attitude transferability between a brand portfolio and its extended brands. Managerial implications and directions for future research are discussed.
Related Topics
Social Sciences and Humanities
Business, Management and Accounting
Strategy and Management
Authors
David Joon-Wuk Kwun, Haemoon Oh,