Hultman, KGM orcid.org/0000-0003-1771-8898, Papadopoulou, C, Oghazi, P et al. (1 more author) (2021) Branding the hotel industry: the effect of step-up versus step-down brand extensions. Journal of Business Research, 124. pp. 560-570. ISSN 0148-2963
Abstract
The study investigates how customer perceptions of parent brands influence the perceived value of brand extensions in the hotel industry and how these relationships are moderated by the nature of the brand extension in question. Drawing on brand equity logic, the study proposes that perceived positive brand attributes, awareness, attitudes, and loyalty toward the parent brand positively relate to higher perceived value of the brand extension, and that these positive relationships grow stronger in cases of step-down extensions rather than step-up extensions. Survey results from UK hotel customers reveal that only perceived parent brand attributes and attitudes seem to have a positive impact on perceived value of the extension and subsequent (re)visit intentions. The moderation results further reveal that the positive relationships turn stronger in cases of step-down extensions and insignificant during step-up extensions. Managers are therefore cautioned to apply step-up extensions too frivolously, as such extensions seem largely ineffective in generating consumer value and subsequent behavioral intentions, whereas the effectiveness is heightened in cases of step-down extensions.
Metadata
Item Type: | Article |
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Authors/Creators: |
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Copyright, Publisher and Additional Information: | © 2020 Published by Elsevier Inc. All rights reserved. This is an author produced version of an article published in Journal of Business Research. Uploaded in accordance with the publisher's self-archiving policy. |
Keywords: | Brand extension; Hotel; Brand value; Step-up extension; Step-down extension; Brand equity |
Dates: |
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Institution: | The University of Leeds |
Academic Units: | The University of Leeds > Faculty of Business (Leeds) > Marketing Division (LUBS) |
Depositing User: | Symplectic Publications |
Date Deposited: | 22 Oct 2020 15:15 |
Last Modified: | 28 Jul 2022 13:38 |
Status: | Published |
Publisher: | Elsevier |
Identification Number: | 10.1016/j.jbusres.2020.10.047 |
Open Archives Initiative ID (OAI ID): | oai:eprints.whiterose.ac.uk:166961 |