Guests attitude and purchase intention towards hotel brand extension

Authors

• Daegeun Kim, Eastern Kentucky UniversityFollow
• Eun-Kyong (Cindy) Choi, University of Mississippi Main CampusFollow
• Tanya Ruetzler, University of Mississippi Main CampusFollow
• James Taylor, University of Mississippi Main CampusFollow

Executive Summary

Brand extension is widely used among firms and hotels to launch new products using their parent brand name, making it important for practitioners to understand which factors influence consumers' attitude toward brand extension (ATT). This study investigated the role of consumer brand identity (CBI) in guests' attitude leading to purchase intention (PUR) for hotel vacation rentals. Findings suggest that CBI was a positive antecedent of perceived fit (PF) and tie (PT), which positively influenced ATT. Additionally, parent brand conviction and quality were identified as factors that positively influenced ATT and led to PUR. As the first study on hotel vacation rental brand extension, it offers a valuable contribution to the literature.

Recommended Citation

Kim, Daegeun; Choi, Eun-Kyong (Cindy); Ruetzler, Tanya; and Taylor, James (2026) "Guests attitude and purchase intention towards hotel brand extension," ICHRIE Research Reports: Vol. 11: Iss. 2, Article 2.
DOI: www.doi.org/10.61701/868654.899
Available at: https://via.library.depaul.edu/ichrie_rr/vol11/iss2/2