소비자의 관여도에 따른 호텔 외식업 브랜드 확장에 관한 연구

A Study of Effect of Customers' Involvement on Hotel Food & Beverage Brand Extensions

A brand extension is another area of interest in marketing .research This study is to find out how people react to the extended brand when the marketing strategies were connected to the original brand. Case study of brand extension is here hotel business involving Shilla, Walkerhill, Intercontinental, Chosun, Plaza Hotel. A non-random surveyed 639 respondents were used as analysing data. As a result of the impact of hotel brand equity on the performance of expanded brand, it was found that the lower involvement had less positive effect on the evaluation of the brand expansion while higher involvement at original brand was found connected to the extended brand rather highly.