Branding The Hotel Industry: The Effect Of Step-Up Versus Step-Down Brand Extensions

Branding The Hotel Industry The Effect Of Step-Up Versus Step-Down Brand Extensions

Download This Complete Project Topic And Material (Chapter 1-5 With References and Questionnaire) Titled Branding The Hotel Industry: The Effect Of Step-Up Versus Step-Down Brand Extensions. Here On ProjectGate. See Below For The Abstract, Table Of Contents, List Of Figures, List Of Tables, List Of Appendices, List Of Abbreviations, And Chapter One. Click The Download Now Button Below To Get The Complete Project Work Instantly.

PROJECT TOPIC AND MATERIAL ON BRANDING THE HOTEL INDUSTRY: THE EFFECT OF STEP-UP VERSUS STEP-DOWN BRAND EXTENSIONS

The Project File Details

  • Name: Branding The Hotel Industry: The Effect Of Step-Up Versus Step-Down Brand Extensions
  • Type: PDF and MS Word (DOC)
  • Size: [70 KB]
  • Length: [56] Pages

 

 

 

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.


GET THE COMPLETE PROJECT»


Be the first to comment

Leave a Reply

Your email address will not be published.


*