특급호텔의 외식브랜드 확장에 있어 지배적 외식브랜드가 확장상품평가 및 고객 선택에 미치는 영향

In this study, the customer's evaluation and purchase intention on the extended brands have been investigated in the consideration of competitive structure among the brands in the extension product category; therefore, this research, which has been rather rarely handled, focuses on the influence of a dominant food & beverage brand in hotels on the brand evaluation and purchase intention by consumers upon their brand extensions in conjunction of competitive relationship according to the existence or nonexistence of a dominant brand in a hotel. In addition, this study includes the moderating effect of perceived similarity between parent brand and extension product as well as the service quality variation among brands in the extension product category. Thus, in the relationship between the brand extension evaluation and purchase intention in hotel food and beverage industry, higher positive image of a hotel was found to affect the hotel brand extension evaluations. But purchase intention is moderated by perceived similarity and service quality variation depending on the existence or nonexistence of a dominant foodservice brand. In conclusion, the results of this study are believed to provide very useful informations for both hotels and restaurants.