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The Structural Relationship between Hotel Brand Equity and Extended Brand Performance

  • Journal of Tourism Sciences
  • Abbr : JTS
  • 2011, 35(8), pp.57-77
  • Publisher : The Tourism Sciences Society Of Korea
  • Research Area : Social Science > Tourism

전정아 1 Ahn Dae Hee 2 Chang Pyong Kwon 3

1백석예술대학
2대원대학교
3호원대학교

Accredited

ABSTRACT

Brand extension is being widely employed in the Korean hotel industry. This study was to empirically test the effect of a hotel's brand equity on its extended brand performance. In this study, brand equity was conceptualized in terms of four different dimensions: brand image, brand awareness, perceived quality, and brand royalty. Extended brand performance was also measured using four items. Data were collected from 275 customers who have used five tourist hotels and the hotel's extended brand from March to April 2011. Results of structural equation model analysis showed that respondents' evaluation on a hotel's brand image and its perceived value were positively associated with the respondents evaluation on the hotel's brand loyalty. Results also illustrated that the respondents' evaluation on a hotel's brand image and brand awareness made positive impacts on their evaluation of the extended brand performance. Findings from this study suggest the importance of brand equity of a hotel in the hotel's brand extension.

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