Brand extension in the upscale hotel industry; conceptual model, industry trends and consumer perceptions

JungKook Lee, Purdue University

Abstract

The purpose of this dissertation is to explore three autonomous but interrelated areas of brand extension in the hospitality industry. While brand extension strategies are widely used, relatively few studies have focused on how consumers evaluate brand extensions in the hospitality industry. The initial study provided insight into the scholarly support available to academic professionals by conducting a comprehensive contents analysis of brand extension literature. It also developed a conceptual model about brand extension. The second study's purpose was to explore the perception toward brand extension from the industry perspective. The third study sampled 414 consumers to test a model from study 1 and revised the model. The first study examined current brand extension research via content analysis. That methodology provided seven subjects used in the literature. A conceptual model of brand extension evaluation was suggested by using four subjects (variables) among those seven subjects. In the second study, current marketing trends and brand extension techniques in hospitality industry were examined. From this qualitative study, telephone interview was conducted for 21 hotel managers. The third study then examined consumers perception toward brand extension in the hospitality industry. The model developed from study 1 was tested and confirmed.

Degree

Ph.D.

Advisors

Widdows, Purdue University.

Subject Area

Marketing

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