Consumer Evaluation of a Vertical Brand Extension in the Lodging Industry: Relationships among Brand Trust, Band Loyalty, Brand Distance, and Brand Extension

Doctoral thesis OPEN
Lim, Yu Mi;
(2013)
  • Publisher: Virginia Tech
  • Subject: brand extension | brand distance | brand loyalty | brand trust | and lodging industry

Vertical brand extensions have been used as popular strategies in the lodging industry. Research on brand extension that is related with brand trust and brand loyalty has been useful in making brand extensions successful. However, previous research focused on aggregated... View more
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