Brand Extensions and Different Types of Consumer Attitude

Abstract

Specifically, a brand’s owners concern more about extensions’ concept than non-owners and non-users; because any dilution of parent image will impair owners’ interests and shake the foundation of their prior brand choice Incumbent traditional brands have an initial advantage over new entrants to a market. Brand extension, influential factors on it and the manner in which brand extension affects the consumer’s attitude toward the parent brand are the main subjects of this article 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 reviews the application and trends of brand extension in the hotel industry and contributes to research and theory on brand extensions by developing a model of the process by which a transfer occurs based on the brand extension model of Aaker and Keller in the hotel industry.

Keywords: Brand extension, brand equity, brand quality, Attitude toward Extension, Attitude toward Extension Category