모호텔브랜드의 이미지, 충성도 및 지각된 적합성이 고객의 중저가 호텔브랜드 확장에 대한 태도에 미치는 영향

Effect of Hotel Parent Brand Image, Loyalty, and Perceived Fit on Customer‘s Attitude towards Midscale and Economy Hotel Brand Extension: Focused on Global Mega Chain Hotel Brands

The purpose of this study is to examine the effect of parent hotel brand image, loyalty, and perceived fit as it relates to customer attitudes towards midscale and economy hotel brand extension. In particular, this study focuses on global mega hotel chain brand vertical step-down extensions. Concepts' structural relationships were analyzed via AMOS 18.0. As a result, first, parent brand image impacts parent brand loyalty and customer's attitude towards brand extension directly, but that, parent brand loyalty does not influence customer's attitude towards brand extension directly. Second, parent brand image and loyalty both impact perceived fit directly, and perceived fit impacts customer's attitude towards brand extension directly. In terms of mediated effect results, parent brand image influences perceived fit via parent brand loyalty. Furthermore, parent brand image influences customer's attitude towards brand extension via parent brand loyalty and perceived fit at the same time. However, parent brand loyalty does not influence customer's attitude towards brand extension via perceived fit.