Purpose Vertical line extension is an attractive growth strategy that allows brands to address
heterogeneous consumer needs and react to competitive pressure. The purpose of this …

Fully revised and updated for its fifth edition, Hospitality and Travel Marketing provides
students with an international and systematic approach to hospitality and travel marketing …

Built on the consumer socialization theory and generational cohort theory, this research
examines the consumption phenomena of the sharing economy among young travelers …

Upward line extension is a significant strategy for enterprise brand management and market
expansion. However, a new status product launched by a non-status brand through upward …

Some of the luxury consumption literature suggests that luxury consumption is a beneficial
social signal for the actor which facilitates social interaction. However, a different stream of …

The study investigates how customer perceptions of parent brands influence the perceived
value of brand extensions in the hotel industry and how these relationships are moderated …

Purpose Despite the prevalence of luxury brand extension in the service industry, customers
tend to be skeptical of the value of the extended brand. This study aims to investigate …

Firms often utilize upward line extensions to achieve gains in brand evaluations and overall
demand, as favorable experiences with an extension reciprocate to existing products offered …

Purpose This study aims to compare and contrast the effectiveness of single-and dual-
product repetition strategies in the brand placement context. The study also aims to explore …

This work investigates customer responses to the tokenization of hotel loyalty programs.
Drawing on self-enhancement theory, Study 1 investigates the effect of reward type (ie …