Branding the hotel industry: The effect of step-up versus step-down brand extensions

The study investigates how customer perceptions of parent brands influence the perceived value brand extensions in hotel industry and these relationships are moderated by nature extension question. Drawing on equity logic, proposes that positive attributes, awareness, attitudes, loyalty toward positively relate to higher extension, grow stronger cases step-down rather than step-up extensions. Survey results from UK customers reveal only attributes attitudes seem have a impact subsequent (re)visit intentions. moderation further turn insignificant during Managers therefore cautioned apply too frivolously, as such largely ineffective generating consumer behavioral intentions, whereas effectiveness is heightened