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논문 기본 정보

자료유형
학술저널
저자정보
Hyungseo Ryu (President of O.T. Medical)
저널정보
한국조리학회 Culinary Science & Hospitality Research Culinary Science & Hospitality Research Vol.23 No.6(Wn.89)
발행연도
2017.9
수록면
89 - 98 (10page)

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초록· 키워드

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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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ABSTRACT
1. INTRODUCTION
2. LITERATURE REVIEW
3. METHODOLOGY
4. RESULTS
5. DISCUSSION AND CONCLUSIONS
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