A Conceptual Model of Brand Extensions in the Hospitality Industry
Published: 28 Feb 2012
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Research summary
Incumbent traditional brands have an initial advantage over new entrants to a market. With traditional brands, marketers have spent many dollars and many years to establish brand awareness and build equity. Building and managing strong brands is considered to be one of the key drivers of success in the hospitality industry. A brand extension strategy is followed when a company uses an established brand name to introduce a new product. This practice has been widely used by a variety of firms to introduce new products. This study reviews the application and trends of brand extension in the hotel industry and contributes to research and theory on brand extensions by developing a model of the process by which a transfer occurs based on the brand extension model of Aaker and Keller (1990) in the hotel industry
Article History
How to Cite
Phd, J. L., Phd, A. M. M., & Phd, S. C. (. J.. (2012). A Conceptual Model of Brand Extensions in the Hospitality Industry. Journal of Business and Retail Management Research, Volume 02 Issue 2. https://doi.org/10.24052/JBRMR/76
Citation Context
APA
Phd, J. L., Phd, A. M. M., & Phd, S. C. (. J.. (2012). A Conceptual Model of Brand Extensions in the Hospitality Industry. Journal of Business and Retail Management Research, Volume 02 Issue 2. https://doi.org/10.24052/JBRMR/76
MLA
Phd, Jungkook Lee, et al.. "A Conceptual Model of Brand Extensions in the Hospitality Industry." Journal of Business and Retail Management Research, Volume 02 Issue 2, 2012. https://doi.org/10.24052/JBRMR/76
Chicago
Jungkook Lee, Phd, Alastair M. Morrison, Phd, and Soo Cheong (shawn) Jang, Phd. "A Conceptual Model of Brand Extensions in the Hospitality Industry." Journal of Business and Retail Management Research Volume 02 Issue 2 (28 Feb 2012). https://doi.org/10.24052/JBRMR/76
Harvard
Phd, J. L., Phd, A. M. M., & Phd, S. C. (. J. (2012) A Conceptual Model of Brand Extensions in the Hospitality Industry. Journal of Business and Retail Management Research, Volume 02 Issue 2. https://doi.org/10.24052/JBRMR/76
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