Branding the hotel industry: The effect of step-up versus step-down brand extensions

Hultman, Magnus; Papadopoulou, Christina; Oghazi, Pejvak; Opoku, Robert A.

doi:10.1016/j.jbusres.2020.10.047

Cited by 24 publications

(17 citation statements)

References 95 publications

(114 reference statements)

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“…Brand awareness is critically important due to its ability to differentiate one product from another in the competitive market [27,45]. In a scenario where a buyer is shopping for a product, brand awareness has been defined as the buyer's ability to identify and distinguish a brand within a given category with adequate detail and precision before making the purchase decision [46].…”

Section: Brand Awareness and Perceived Product Qualitymentioning

confidence: 99%

Beauty and Celebrity: Korean Entertainment and Its Impacts on Female Indonesian Viewers’ Consumption Intentions

Halim

Kiatkawsin

2021

Sustainability

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The Korean entertainment industry’s popularity and global reach has prompted private companies and destination management organizations to place Korean products and position Korea as a destination to international viewers. Korean celebrities have also been found to form positively perceived Korean beauty standards, consequently serving as an antecedent of Korean beauty product awareness and perceived beauty product quality among international audiences. Although previous studies have found that audience involvement with entertainment mediums has positively impacted product purchase and visitation, a comprehensive investigation of the audience involvement’s multi-dimensionality has yet to be conducted, specifically, on the distinction between Korean entertainment (movies, TV dramas, TV shows, etc.) involvement and celebrity worship. The present study attempts to fill the research gap by comprehensively examining the role of audience involvement with Korean entertainment, celebrity worship, brand awareness, and perceived Korean beauty product quality on product purchase intentions as well as intentions to visit Korea. A total of 327 female Indonesian Korean entertainment audiences then validated the proposed conceptual framework. The structural equation modeling results found emotional involvement, referential reflection, and entertainment-driven celebrity worshipping tendencies to be significant antecedents of Korean beauty product purchase and Korea visit intentions.

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Section: Brand Awareness and Perceived Product Qualitymentioning

confidence: 99%

Beauty and Celebrity: Korean Entertainment and Its Impacts on Female Indonesian Viewers’ Consumption Intentions

Halim

Kiatkawsin

2021

Sustainability

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“…Within hospitality, brand extensions are common. Research into consumers attitudes have found that positive attitudes towards the parent brand translate to positive attitudes towards the brand extension for a hotel if that brand extension is a stepdown, such as a limited-service extension from a full-service brand, then a step-up (Hultman et al 2021). Positive brand attitudes towards limited-service brands do not impact the attitudes towards full-service extensions.…”

Section: Select-service Hotelsmentioning

confidence: 99%

Blurred lines: comparing room rates, star-ratings, and user-generated contents for full-service and select-service hotels

2022

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The relatively low cost to build select-service hotels coupled with increased competition in this segment has led to innovations that may have blurred the lines between full-service and select-service hotels. This study compares consumer perceptions of select-service and full-service hotels by comparing the best available rates and consumer-generated reviews from two sets of full-service and select-service hotels from Intercontinental Hotel Group and Hilton. This study found that brand, not segment, affected room rate while select-service hotels had significantly higher star-ratings than full-service hotels. For revenue managers, this study indicates that consumers are willing-to-pay a premium for hotels in certain brands.

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“…The literature identifies how satisfied customers are advantageous for the service providers; their satisfaction creates a ripple effect, which includes including loyalty to the service provider, engagement in positive word-of-mouth promotion, and paying premium prices (Ali et al 2017(Ali et al , 2016Dedeoglu and Demirer 2015;Amin et al 2013). Therefore, customer satisfaction has garnered considerable attention from both academics and practitioners (Hultman et al 2021;Assaker et al 2020;Hu et al 2009). In the tourism sector, these satisfactions interact with the type, variety, and quality of the services provided by a destination.…”

Section: Literature Reviewmentioning

confidence: 99%

Understanding the perceived satisfaction and revisiting intentions of lodgers in a restricted service scenario: evidence from the hotel industry in quarantine

Wang

Jing

2021

Serv Bus

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The strict contactless management measures that have been implemented to control the spread of the COVID-19 pandemic have severely limited the ability of hotel staff to provide guest services in a quarantine scenario. This study examines the effect of lodgers' perceptions of the services provided in hotels under quarantine on their satisfaction and intentions to revisit. A self-administered questionnaire was distributed to 250 interviewees who had experienced lodging in quarantined hotel in Mainland China and Taiwan. A structural equation modeling technique was used to study the relationship between the model and the developed hypotheses. The study findings revealed that service perception dimensions are significantly related to customer satisfaction, and there is a positive correlation between customer satisfaction and their intentions to revisit. Moreover, the quality of hotel staff members' reliability and responsiveness was shown to be the most significant dimension of lodgers' perceptions of the services received in a quarantined hotel. Therefore, hoteliers who manage hotels that are under quarantine should carefully consider their service provisions in order to encourage lodgers to revisit.

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Branding the hotel industry: The effect of step-up versus step-down brand extensions

Abstract: This is a repository copy of Branding the hotel industry: the effect of step-up versus stepdown brand extensions.

Cited by 24 publications

References 95 publications

Beauty and Celebrity: Korean Entertainment and Its Impacts on Female Indonesian Viewers’ Consumption Intentions

Beauty and Celebrity: Korean Entertainment and Its Impacts on Female Indonesian Viewers’ Consumption Intentions

Blurred lines: comparing room rates, star-ratings, and user-generated contents for full-service and select-service hotels

Understanding the perceived satisfaction and revisiting intentions of lodgers in a restricted service scenario: evidence from the hotel industry in quarantine

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