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Cooper (p. 23-32)

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Coulmas-Law (p.42-46)

Stasio (p. 47-56)

Albert-Valette-Florence (p.57-63)

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JOURNAL OF MARKETING DEVELOPMENT AND COMPETITIVENESS

A Burst of Beds: Why Consumers Purchase Brand Extended

Beds in the Upscale Hotel Industry?

Author(s): JungKook Lee, Alastair M. Morrison

Citation: JungKook Lee, Alastair M. Morrison, (2013) "A Burst of Beds: Why Consumers Purchase Brand Extended Beds in the Upscale Hotel Industry?," Journal of Marketing Development and Competitiveness, Vol. 7, Iss. 3, pp. 43 - 53

Article Type: Research paper

Publisher: North American Business Press

Abstract:

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. While brand extension strategies are widely used, relatively few studies

have focused on how consumers evaluate brand extensions in the hospitality industry. The initial study

provided insight into the scholarly support available to academic professionals by conducting a

comprehensive contents analysis of brand extension literature. This study views the brand extension from

consumer perspective and contributes to research and theory on brand extensions by developing a model

in the upscale hotel industry.