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\u27s 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 ...
Brand extension has become one of the most important topics in branding research in the 1990's. This...
Company use different method for extended their business to different market and to different segmen...
Company use different method for extended their business to different market and to different segmen...
Specifically, a brand’s owners concern more about extensions’ concept than non-owners and non-users;...
Incumbent traditional brands have an initial advantage over new entrants to a market. With tradition...
The main purposes of this study were (1) to establish an integrated customer-based brand extension e...
The study investigates how customer perceptions of parent brands influence the perceived value of br...
The study investigates how customer perceptions of parent brands influence the perceived value of br...
The objective of this study was to evaluate the effects of extended hotel brands on its lodging bran...
The objective of this study was to evaluate the effects of extended hotel brands on its lodging bran...
The objective of this study was to evaluate the effects of extended hotel brands on its lodging bran...
Brand extension management has become one of the most important topics in branding research in the 1...
This thesis was commissioned by SATS Finland Oy. The company has extended its services from the core...
University of Technology, Sydney. Faculty of Business.NO FULL TEXT AVAILABLE. Access is restricted i...
The purpose of this conceptual paper is to develop an understanding the role of consumer evaluation ...
Brand extension has become one of the most important topics in branding research in the 1990's. This...
Company use different method for extended their business to different market and to different segmen...
Company use different method for extended their business to different market and to different segmen...
Specifically, a brand’s owners concern more about extensions’ concept than non-owners and non-users;...
Incumbent traditional brands have an initial advantage over new entrants to a market. With tradition...
The main purposes of this study were (1) to establish an integrated customer-based brand extension e...
The study investigates how customer perceptions of parent brands influence the perceived value of br...
The study investigates how customer perceptions of parent brands influence the perceived value of br...
The objective of this study was to evaluate the effects of extended hotel brands on its lodging bran...
The objective of this study was to evaluate the effects of extended hotel brands on its lodging bran...
The objective of this study was to evaluate the effects of extended hotel brands on its lodging bran...
Brand extension management has become one of the most important topics in branding research in the 1...
This thesis was commissioned by SATS Finland Oy. The company has extended its services from the core...
University of Technology, Sydney. Faculty of Business.NO FULL TEXT AVAILABLE. Access is restricted i...
The purpose of this conceptual paper is to develop an understanding the role of consumer evaluation ...
Brand extension has become one of the most important topics in branding research in the 1990's. This...
Company use different method for extended their business to different market and to different segmen...
Company use different method for extended their business to different market and to different segmen...