Culinary science and hospitality research (한국조리학회지)

Culinary Society of Korean Academy (한국조리학회)
권호 표지
DOI QR코드

DOI QR Code

Influence of Brand Extension on the Updated Hotel Brand Personality Congruence and Attitude toward the Extended Brand

  • Received : 2016.08.28
  • Accepted : 2016.09.26
  • Published : 2017.09.30
Download PDF
⟨ Previous Next ⟩

Abstract

This research focused on recognizing and empirically testing a relationship between brand personality congruence and brand extension, which can lead to effective marketing strategies for the hotel industry. The objective of this research was to identify how customer's brand personality congruence affect brand extension and to then address what the most appropriate brand extension types for hotel brands are. This study offered a better approach to assess the broader impact of extension strategy for the marketer managers. The methodology for achieving these objectives were described in the following sections: developing measurements based on extensive reviews of literature and analyzing data utilized a exploratory factor analysis and a series of simple linear regression analyses. The result of this study showed customer's brand personality congruence had a great impact on the customer's positive attitude toward core brand. However, customer's attitude toward core brand had no impact on the updated attitude. The findings provided some theoretical and managerial implications for hotel operators.

Keywords

References

  1. Aaker, D. A. (1991). Managing brand equity: Capitalizing on the value of a brand name. Macmillan, New York, NY: Free Press.
  2. Aaker, D. A., & Keller, L. K. (1990). Consumer evaluations of brand extensions. Journal of Marketing, 54(1), 27. https://doi.org/10.2307/1252171
  3. Aaker, D. & Biel, A. (1993). Brand equity & advertising: advertising's role in building strong brands. Hillsdale: Lawrence Erlbaum Associates Publishers.
  4. Aaker, D. A. (1996). Measuring brand equity across products and markets. California Management Review, 38(3), 102-120. https://doi.org/10.2307/41165845
  5. Aaker, J. L. (1997). Dimensions of brand personality. Journal of Marketing Research, 34(8), 347-356. https://doi.org/10.2307/3151897
  6. Aaker, J. L. (1999). The malleable self: A brand as a character, a partner and a person: Three perspectives on the question of brand personality. Journal of Personality and Social Psychology. 57(3), 492-508.
  7. Aaker, J. L., & Maheswaran, D. (1997). The effect of cultural orientation on persuasion. Journal of Consumer Research, 24, 315-328. https://doi.org/10.1086/209513
  8. Ajzen, I., & Fishbein, M. (1980). Understanding attitudes and predicting social behavior. Englewood Cliffs: Prentice-Hall.
  9. Aron, O., & Debra, G. (2003). An exploratory perspective of service brand associations. Journal of Services Marketing, 17(5), 452-475. https://doi.org/10.1108/08876040310486267
  10. Bhat, S., & Reddy, S. K. (1997). Investigating the dimensions of fit between a brand and its extension. Marketing Theory and Applications, 8, 186-94.
  11. Bhat, S., & Reddy, S. K. (2001). The impact of parent brand attribute associations and affect on brand extension evaluation. Journal of Business Research, 53(3), 111-122. https://doi.org/10.1016/S0148-2963(99)00115-0
  12. Birdwell, A. E. (1968). A study of influence of image congruence on consumer choice. Journal of Business, 41(1), 76-88. https://doi.org/10.1086/295047
  13. Boush, D. M., & Loken, B. (1991). A process-tracing study of brand extension evaluation. Journal of Marketing Research, 28(2), 16. https://doi.org/10.2307/3172723
  14. Cooley, C. H. (1902). Human nature and the social order. New York: Scribner's.
  15. Crask, M. R., & Laskey, H. A. (1990). A positioning-based decision model for selecting advertising messages. Journal of Advertising Research, 30(4), 32-38.
  16. De Chernatony, L., & McWilliam, G. (1990). Appreciating brands as assets through using a two-dimensional model. International Journal of Advertising, 9(2), 111-119. https://doi.org/10.1080/02650487.1990.11107137
  17. DelVecchio, D., & Smith, D. C. (2005). Consumer willingness to pay price premiums for brand extensions: The role of extension category characteristics. Journal of the Academy of Marketing Science, 33(4), 184-196. https://doi.org/10.1177/0092070304269753
  18. Diamantopoulos, A., Smith, G., & Grime, I. (2005). The impact of brand extensions on brand personality: experimental evidence. European Journal of Marketing, 39(1), 129-149. https://doi.org/10.1108/03090560510572052
  19. Doyle, P. (1994). Marketing management and strategy. Prentice- Hall, Englewood Cliffs, NJ.
  20. Epstein, W. (1977). Stability and constancy in visual perception: Mechanisms and processes. Wiley-Interscience: New York.
  21. Fournier, S. (1998). Consumers and their brands: Developing Relationship theory in consumer research. Journal of Consumer Research, 24(4), 343-373. https://doi.org/10.1086/209515
  22. Gabor, F. (2003). Brand asset equilibrium in hotel management. International Journal of Contemporary Hospitality Management, 15(6), 340-342. https://doi.org/10.1108/09596110310488203
  23. Gardner, B. B., & Levy, S. J. (1955). The product and the brand. Harvard Business Review, 33(4), 33-39.
  24. George, D., & Mallery, P. (2001). SPSS for windows. Needham Heights, MA: A Pearson Education Co.
  25. Graeff, T. R. (1996). Image congruence affects on product evaluations: The role of self-monitoring and public/private consumption. Psychology & Marketing, 13(5), 481-499. https://doi.org/10.1002/(SICI)1520-6793(199608)13:5<481::AID-MAR3>3.0.CO;2-5
  26. Hogg, M. K., Cox, A. J., & Keeling, K. (2000). The impact of self-monitoring on image congruence and product/brand evaluation. European Journal of Marketing, 34(5), 641-66. https://doi.org/10.1108/03090560010321974
  27. Jiang, W., Dev, C. S., & Rao, V. R. (2002). Brand extension and customer loyalty evidence from the lodging industry. Cornell Hotel and Restaurant Administration Quarterly, 43(4), 5-16. https://doi.org/10.1016/S0010-8804(02)80037-4
  28. Johnson, L. W., Soutar. G, N., & Sweeney, J. C. (2000). Moderators of the brand image/perceived product quality relationship. The Journal of Brand Management, 7(6), 425-433. https://doi.org/10.1057/bm.2000.34
  29. Keller, L. K., & Aaker, D. A. (1992). The effects of sequential introduction of brand extensions. Journal of Marketing Research, 29(1), 35-50. https://doi.org/10.2307/3172491
  30. King, S. H. M. (1973). Developing new brands. London: Pitman.
  31. Klink, R. R., & Smith, D. C. (2001). Threats to the external validity of brand extension research. Journal of Marketing Research, 38(3), 326-335. https://doi.org/10.1509/jmkr.38.3.326.18864
  32. Kotler, P. H. (1991). Marketing management, analysis, planning, and control. Englewood Cliffs, NJ: Prentice-Hall.
  33. Kotler, P. H. (2003). Marketing management. Pearson Education, Inc, 11, 193-195.
  34. Landon, E. L. (1974). Self concept, idea self concept and consumer purchase intentions. Journal of Consumer Research, 1(2), 44-51. https://doi.org/10.1086/208590
  35. Lewis, R. C., & Chambers, R. E. (2000). Marketing leadership in hospitality (3rd ed.). New York: Wiley.
  36. Levy, S. J. (1959). Symbols for sales. Harvard Business Review, 37(4), 117-124.
  37. Loken, B., & John, D. R. (1993). Diluting brand beliefs: When do brand extensions have negative impacts?. Journal of Marketing, 57(3), 71-84. https://doi.org/10.2307/1251855
  38. Maslow, A. H. (1970). Motivation and personality. New York: Harper & Row.
  39. Oliver, R. L. (1993). Cognitive, affective, and attribute bases of the satisfaction response. Journal of Consumer Research, 20(3), 418-430. https://doi.org/10.1086/209358
  40. Oliver, R. L., Rust, R. T., & Varki, S. (1997). Customer delight: Foundations, findings, and managerial insight. Journal of Retailing, 73(3), 311-336. https://doi.org/10.1016/S0022-4359(97)90021-X
  41. Onkvisit, S., & Shaw, J. (1987). Self-concept and image congruence: Some research and managerial implications. Journal of Consumer Marketing, 4(1), 13-23. https://doi.org/10.1108/eb008185
  42. Ottesen, G. G., & Gronhaug, K. (2002). Market orientation and uncertain supply in upstream markets: An exploratory study. European Journal of Purchasing & Supply Management, 8(4), 209-219. https://doi.org/10.1016/S0969-7012(02)00009-6
  43. Ouwersloot, H., & Tudorica, A. (2001). Brand personality creation through advertising. Maxx Working Paper, 2(2).
  44. Park, C. W., Milberg, S. J., & Lawson, R. (1991). Evaluation of brand extensions: The role of product feature similarity and brand concept consistency. Journal of Consumer Research, 18, 185-193. https://doi.org/10.1086/209251
  45. Park, C. W., Mothersbaugh, D. L., & Feick, L. (1994). Consumer knowledge assessment. Journal of Consumer Research, 21, 71-82. https://doi.org/10.1086/209383
  46. Ries, A., & Trout, J. (1981). Positioning: The battle for your mind. New York, NY: McGraw-Hill.
  47. Rosenberg, M. (1979). Conceiving the self. New York, NY: Basic Book.
  48. Siguaw, J. A., Mattila, A., & Austin, J. R. (1999). The brandpersonality scale. Cornell Hotel and Restaurant Administration Quarterly, 40(3), 48-55. https://doi.org/10.1177/001088049904000319
  49. Sirgy, J. M. (1982). Self-concept in consumer behavior. Journal of Consumer Research, 9, 287-300. https://doi.org/10.1086/208924
  50. Sirgy, J. M. (1986). A quality-of-life theory derived from Maslow’s developmental perspective: quality is related to progressive satisfaction of a hierarchy of needs, lower order and higher. American Journal of Economics and Sociology, 45(3), 329-348. https://doi.org/10.1111/j.1536-7150.1986.tb02394.x
  51. Sirgy, J. M., & Samli, M, A. (1985). The question of value in social marketing: Use of a quality-of-life theory to achieve long-term life satisfaction. The American Journal of Economics and Sociology, 44(2), 215-229. https://doi.org/10.1111/j.1536-7150.1985.tb02336.x
  52. Springen, K., & Miller, A. (1990). Sequels for the shelf. Newsweek, (July 9), 42-43.
  53. Sunde, L., & Brodie, R. J. (1993). Consumer evaluations of brand extensions: Further empirical results. International Journal of Research in Marketing, 10, 47-53. https://doi.org/10.1016/0167-8116(93)90032-T
  54. Tauber, E. M. (1988). Brand leverage: Strategy for growth in a cost-control world. Journal of Advertising Research, 28(4), 26-30.
  55. Timothy, R. G. (1996). Using promotional messages to manage the effects of brand and self-image on brand evaluation. Journal of Consumer Marketing, 13(3), 4-18. https://doi.org/10.1108/07363769610118921
  56. Yi, Y., & Bagozzi, R. (1989). The degree of intention formation as moderator of the attitude-behavior relationship. Social Psychology Quarterly, 52(4), 266-279. https://doi.org/10.2307/2786991