Economics and Business
ISSN 2775-9237 (Online)
Published: 05 June 2020
Brand Extension Management: Analysis of Industry Trends
JungKook Lee, Richard Widdows
Indiana University Purdue University Columbus, Purdue University
Download Full-Text Pdf
Keywords: Brand Extension, Hospitality, Hotel marketing
Incumbent traditional brands have an initial advantage over new entrants to a market. With traditional brands, marketers have spent many dollars and many years to establish brand awareness and build equity. 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. This practice has been widely used by a variety of firms to introduce new products. This study views the brand extension from the hotel industry by conducting qualitative research and contributes to research and theory on brand extensions by developing a model in the hotel industry.
Aaker, D. A., & Keller, K. L. (1990). Consumer evaluations of brand extensions. Journal of Marketing, 54, 1, 27-41.
Babbie, E. (2004). The Practice of Social Research (10 ed.). Belmont, CA: Wadsworth.
Barone, M., J., Miniard, P. W., & Romeo, J. B. (2000). The influence of positive mood on brand extension evaluations. Journal of Consumer Research, 26, 4, 386-400.
Barriball, K. L., & While, A. (1994). Collecting data using a semi-structured interview: a discussion paper. Journal of Advanced Nursing, 19(2), 328-335.
Baum, F. (2000). The New Public Health. Oxford: Oxford University Press.
Braun, O. L., & Wicklund, R, A. (1989). Psychological antecedents of conspicuous consumption. Journal of Economic Psychology, 10, 161-187.
Berg, B.L. (2001). Qualitative research methods for the social sciences.Boston, MA: Allyn and Bacon.
Brown, S. (2005). Travelling with a purpose: understanding the motives and benefits of volunteer vacationers. Current Issues in Tourism, 8(6), 479-496.
Carey, M. (1995). Comment: concerns in the analysis of focus group data. Qualitative Health Research, 5(4), 487-495.
Carson, D., Gilmore, A., Perry, C., & Gronhaug, K. (2001). Qualitative Marketing Research. London: Sage.
Collins, J., & Hussey, R. (2003). Business Research (2 ed.). Palgrave: MacMillan.
Coyne, I. T. (1997). Sampling in qualitative research: purposeful and theoretical sampling; merging or clear boundaries? Journal of Advanced Nursing, 26(3), 623-630.
Dearnley, L., Teal, G., & Kemp, S. (1998). Organizational culture & strategic management in a resort hotel. Asia Pacific Journal of Tourism Research, 3(1), 27-36.
Driscoll, M. P. (1994). Psychology of Learning for Instruction. Massachusetts: Allyn & Bacon, A Division of Paramount Publishing, Inc.
Gagné, R. M, & Merrill, D. M. (1990). In Conversation. Education Technology Journal, 30, 12, 37-45.
Harwood, T. G., & Garry, T. (2003). An overview of content analysis. The Marketing Review, 12(3), 479-498.
Kassarjian, H. H. (1977). Content analysis in consumer research. The Journal of Consumer Research, 4(1), 8-18.
Kayat, K. (2002). Power, social exchanges and tourism in Langkawi: rethinking resident perceptions. International Journal of Tourism Research, 4(3), 171-191.
Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57, 1-22.
Keller, L. L. (2002). Strategic brand management: Building, measuring, and managing brand equity, Second ed. Prentice-Hall, Upper Saddle River, NJ.
Li, W. M., & Dewar, K. (2003). Assessing tourism supply in Beihai, China. Tourism Geography, 5(2), 151-167.
Mehmetoglu, M., & Altinay, L. (2006). Examination of grounded theory analysis with an application to hospitality research. International Journal of Hospitality Management, 25(1), 12-33.
Mitchell, R. E. (1967). The use of content analysis for explanatory studies. The Public Opinion Quarterly, 31(2), 230-241.
Muhr, T. (2005). Atlas/ti 5 – software for qualitative data analysis. [Computer software and manual]. Retrieved February 3, 2006, from
Money, R., & Crotts, J. (2003). The effect of uncertainty avoidance on information search, planning and purchases of international travel vacations, Tourism Management, 24, 191–202.
Patton, M. Q. (2002). Qualitative Research and Evaluation Methods (3 ed.). Thousand Oaks, CA: Sage.
Phillimore, J., & Goodson, L. (Eds.). (2004). Qualitative Research in Tourism: Ontologies, Epistemologies and Methodologies. London: Routledge.
Reilly, R. R. & Lewis, E. L. (1983). Educational Psychology: Applications for the Classroom Learning and Instruction. New York: Macmillan Publishing Company. Re-printed with permission from publisher, 1999 George Mason University
Rubinstein, R. (1994). Proposal writing. In J. Gubrium & A. Sankar (Eds.), Qualitative Methods. London: Sage.
Schatzman, L., & Strauss, A. L. (1973). Field Research: Strategies for a Natural Sociology. Englewood Cliffs, New Jersey: Prentice Hall.
Simonson, I., & Tversky, A. (1992). Choice in context: trade-off contrast and extremeness aversion. Journal of Marketing Research, 29, 281-295.