JOURNAL OF MARKETING DEVELOPMENT AND COMPETITIVENESS
A Burst of Beds: Why Consumers Purchase Brand Extended
Beds in the Upscale Hotel Industry?
Author(s): JungKook Lee, Alastair M. Morrison
Citation: JungKook Lee, Alastair M. Morrison, (2013) "A Burst of Beds: Why Consumers Purchase Brand Extended Beds in the Upscale Hotel Industry?," Journal of Marketing Development and Competitiveness, Vol. 7, Iss. 3, pp. 43 - 53
Article Type: Research paper
Publisher: North American Business Press
Building and managing strong brands is considered to be one of the key drivers of success in the
hospitality industry. A brand extension strategy is followed when a company uses an established brand
name to introduce a new product. While brand extension strategies are widely used, relatively few studies
have focused on how consumers evaluate brand extensions in the hospitality industry. The initial study
provided insight into the scholarly support available to academic professionals by conducting a
comprehensive contents analysis of brand extension literature. This study views the brand extension from
consumer perspective and contributes to research and theory on brand extensions by developing a model
in the upscale hotel industry.