Abstract
The purpose of this study is to develop and test a theoretical model explaining the effects of previous hotel brand extensions on customer attitudes toward new extensions, customer perceptions of core brand reputation, and loyalty. An online survey was conducted to collect data. A total of 511 responses were analyzed using confirmatory factor analysis and structural equation modeling. The results revealed that for a hotel brand that has launched more than one extension, the performance of any previous hotel brand extensions had positive effects on a new hotel brand extension as well as the core brand. These findings contribute to the body of knowledge on brand extension, especially in hotel context. More detail findings and implication are provided in the manuscript.
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