Consumers’ evaluation of brand portfolios |
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Authors: | David Joon-Wuk Kwun Haemoon Oh |
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Institution: | 1. University of Mississippi, Hospitality Management, PO Box 1848, University, MS 38677-1848, USA;2. Hotel Restaurant & Inst. Management, Iowa State University, 1055 Lebaron Hall, Ames, IA 50011-1122, USA |
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Abstract: | This study explores how consumers evaluate lodging brand portfolios and shows the important role of brand-specific associations and brand portfolio effects in forming brand attitudes toward extended brands. The findings suggest, in general, that both brand-specific associations and brand portfolio affect consumers’ evaluations of extended brands. In addition, brand fit and familiarity are found to be important in consumers’ attitude formation in that they moderate attitude transferability between a brand portfolio and its extended brands. Managerial implications and directions for future research are discussed. |
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Keywords: | Brand associations Brand portfolio Brand fit Brand familiarity Brand attitude |
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