호텔 브랜드 자산과 확장브랜드 성과간의 구조적 관계

• 영문명: The Structural Relationship between Hotel Brand Equity and Extended Brand Performance
• 발행기관: 한국관광학회
• 저자명: 全貞兒 安大熙 張秉權
• 간행물 정보: 『관광학연구』제35권 제8호, 57~77쪽, 전체 21쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2011.10.31

영문 초록

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.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구방법

Ⅳ. 분석분석

Ⅴ. 결론

참고문헌

키워드

브랜드자산 브랜드확장 호텔마케팅 브랜드충성도 Brand equity Brand extension Hotel marketing Brand royalty