[논문]Influence of Brand Extension on the Updated Hotel Brand Personality Congruence and Attitude toward the Extended Brand

Ryu, Hyungseo

doi:10.20878/cshr.2017.23.6.010

[국내논문] Influence of Brand Extension on the Updated Hotel Brand Personality Congruence and Attitude toward the Extended Brand 원문보기

Culinary science & hospitality research = 한국조리학회지, v.23 no.6 = no.89, 2017년, pp.89 - 98

Ryu, Hyungseo (President of O.T. Medical)

Abstract ▼ AI-Helper

This research focused on recognizing and empirically testing a relationship between brand personality congruence and brand extension, which can lead to effective marketing strategies for the hotel industry. The objective of this research was to identify how customer's brand personality congruence affect brand extension and to then address what the most appropriate brand extension types for hotel brands are. This study offered a better approach to assess the broader impact of extension strategy for the marketer managers. The methodology for achieving these objectives were described in the following sections: developing measurements based on extensive reviews of literature and analyzing data utilized a exploratory factor analysis and a series of simple linear regression analyses. The result of this study showed customer's brand personality congruence had a great impact on the customer's positive attitude toward core brand. However, customer's attitude toward core brand had no impact on the updated attitude. The findings provided some theoretical and managerial implications for hotel operators.

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문제 정의

Strategic, brand differentiation and brand extension are the key methods of brand characteristics, or a brand personality , that differentiates the brand from its competitors(Jiang, Dav, & Rao, 2002; Keller & Aaker, 1992). This research focuses on recognizing and empirically testing a relationship between brand personality congruence and brand extension, which can lead to effective marketing strategies for the hotel industry. The objective of this research is to identify how brand personality congruence affects brand extension and to address how hotels should extend their brands.
This research focuses on recognizing and empirically testing a relationship between brand personality congruence and brand extension, which can lead to effective marketing strategies for the hotel industry. The objective of this research is to identify how brand personality congruence affects brand extension and to address how hotels should extend their brands. Many researchers have found that brand personality is the key issue in distinguishing a brand, developing an emotional side of that brand, and increasing the personal meaning of the brand to the customers (Crask & Laskey, 1990; Landon, 1974; Levy, 1959; Ouwersloot & Tudorica, 2001).
little research has been conducted about the relationship between brand personality and brand extension, before and after extension, in the hospitality industry. Therefore, this research is designed to empirically test a relationship between pre and post -brand personality congruence and brand extension, in the hotel industry. Findings of this study will allow us to better assess the broader impact of extension strategy for the marketer.
Therefore, hospitality researchers should incorporate brand personality into brand extension studies. Also, this study defined the special needs for a descriptor for hotel brand personality. The Marriott hotel brand personality items, such as the ruggedness factor, included 5 personality descriptors that have the lowest mean value among 5 brand personality factors.

가설 설정

H 3: Updated brand congruence positively affects one's attitude toward the extended brand.
H 1: Brand personality congruence is positively associated with attitude toward the core brand.
H 2: Attitude toward the core brand is positively associated with updated brand congruence.

제안 방법

The pilot test was modified to in further refine Aaker's (1997) BPT to increase construct validity for the lodging industry.
A 7 -point Likert-type scale for personality congruence (e.g., "The typical guest at the Marriott hotel has personality characteristics similar to mine as perceived by others.") was used to assess brand personality congruence.
A convenience sample of 65 social members in a Midwestern university was asked to participate in the pilot test. Personality descriptors were modified based on participant responses. One factor and 27 personality de- scriptors were eliminated, leaving 13 brand personality descriptors for the questionnaire.
The sample population in this study was composed of include residences in Midwestern Southern area and, undergraduate/graduate students from a variety of majors as well as faculty members at a Midwestern and Southern universities. The questionnaire consisted of the modified 13 personality descriptors, 13 self concepts, 4 subject brand personality and 4 attitudes toward brand. After reading the instructions, participants responded to a series of brand personality and self personality describing adjectives, assessing attitude toward core and extended brand.
The questionnaire consisted of the modified 13 personality descriptors, 13 self concepts, 4 subject brand personality and 4 attitudes toward brand. After reading the instructions, participants responded to a series of brand personality and self personality describing adjectives, assessing attitude toward core and extended brand. 458 include residences in Midwestern Southern area and, undergraduate/graduate students from a variety of majors as well as faculty members at a Midwestern and Southern universities were asked to participate in the study.
Descriptive analyses were performed on all attributes of brand personality, personality congruence and updated brand congruence in the questionnaire. A factor analysis and descriptive analysis were performed on the brand personality measure for item reduction.
The objective in this study was fulfilled by investigating the relationship among brand personality, brand personality congruence, attitude toward core and extended brand. The results support the finding that brand personality congruence has a significant positive effect on customer attitude toward core brand.
Higher external validity of the study results can be achieved by using actual hotel customers and actual brand extension case. Second, the majority of the sample population in this study was students and faculty members at a Midwestern university and residents of Midwestern and southern areas using a convenience sampling method. Also, the mean of age was low (27 years) to assume as actual hotel user age group.

대상 데이터

Aaker and Maheswaran's (1997) 42 brand personality descriptors were adapted to represent respondents' self-congruency with a hotel brand. A pilot test was conducted with a convenience sample of 65 social members in a Midwestern university was asked to participate in the pilot test before their bible study as a preliminary test of the final questionnaire to ensure the appropriateness of measurements. One of the of the purposes pilot test was for modifying Brand personality trait (BPT) to make it suitable for application in the lodging industry.
The pilot test was modified to in further refine Aaker's (1997) BPT to increase construct validity for the lodging industry. A convenience sample of 65 social members in a Midwestern university was asked to participate in the pilot test. Personality descriptors were modified based on participant responses.
The sample population in this study was composed of include residences in Midwestern Southern area and, undergraduate/graduate students from a variety of majors as well as faculty members at a Midwestern and Southern universities. The questionnaire consisted of the modified 13 personality descriptors, 13 self concepts, 4 subject brand personality and 4 attitudes toward brand.
After reading the instructions, participants responded to a series of brand personality and self personality describing adjectives, assessing attitude toward core and extended brand. 458 include residences in Midwestern Southern area and, undergraduate/graduate students from a variety of majors as well as faculty members at a Midwestern and Southern universities were asked to participate in the study. Two hundred sixteen responses were returned out of 458 distributed questionnaires, resulting 32% of response rate.

성능/효과

458 include residences in Midwestern Southern area and, undergraduate/graduate students from a variety of majors as well as faculty members at a Midwestern and Southern universities were asked to participate in the study. Two hundred sixteen responses were returned out of 458 distributed questionnaires, resulting 32% of response rate.
In regression model 3, the results showed that while updated brand congruence for the retirement community was not significantly associated with customer attitude toward the extended brand (p>.01), updated brand congruence for the organic food store significantly affected customer attitudes toward the extended brand (p<.01).
First, this study confirmed that brand personality congruence plays a significant role in customers' attitude toward a brand.
Also, this study defined the special needs for a descriptor for hotel brand personality. The Marriott hotel brand personality items, such as the ruggedness factor, included 5 personality descriptors that have the lowest mean value among 5 brand personality factors. Thus, to clarify true hotel brand personality, new brand personality descriptors are strongly needed.
Second, study findings revealed that when customers connect themselves to well-established brand personality, it has a greater impact on customers' attitude toward that core brand.
First, although this study was carefully designed to recall participants' brand personality using a pictorial technique, personality was not always recallable, and brand extension was artificial setting of brand extension may not quit influence to customer's attitude.

후속연구

Therefore, this research is designed to empirically test a relationship between pre and post -brand personality congruence and brand extension, in the hotel industry. Findings of this study will allow us to better assess the broader impact of extension strategy for the marketer.

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