How extended hotel brands affect the Lodging Portfolio

Abstract

The objective of this study was to evaluate the effects of extended hotel brands on its lodging brand portfolio. The research framework examines the effects of perceived quality and brand effects on attitudes toward extended brands, and subsequently on attitudes toward a lodging portfolio. Results showed that perceived quality, brand class and brand reputation were important in consumer evaluation of brand attitude toward extended brands. In addition, fit and familiarity seemed to be important variables of consumers attitude formation that moderates the attitude transferability between a brand portfolio and its extended brands. This article shows that hotel companies need to clearly understand how consumers perceive extended brands and its effects on a lodging portfolio for an effective brand portfolio management. The principle contribution of this article is that it provides the importance of holistic management strategy and its competitive advantages in brand portfolio management in the lodging industry. © 2010 Macmillan Publishers Ltd.