A comparison of soft and hard luxury brands expanding into the hospitality industry : the effect of brand extension fit and brand extension authenticity on overall attitude towards the extension
Autor(a) principal: | |
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Data de Publicação: | 2016 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10400.14/20566 |
Resumo: | As luxury brands continuously look for ways to grow their bottom-line, extending into the hospitality industry is a strategy already being pursued by some (Versace, Bulgari). Moreover, since luxury hotels keep driving luxury industry’s growth, it can be expected that such strategy will be pursued by other brands. Thus, this study investigates to which extent the type of luxury brand (soft: clothing/fashion and hard: watches/jewelry) influences the attitude toward the hospitality extension through brand extension fit and brand extension authenticity constructs. A study was conducted where the sample was split by two conditions - the soft brand (Chanel) and the hard brand (Rolex) – and by presenting a hypothetical hotel extension of these brands. The results show that the soft brand extension is perceived to be more authentic than the hard one. Fit was perceived as low for both brands but it does not impact the overall attitude, while authenticity does so positively, independently of the brand type. This result is surprising since most research supports fit as a success driver for brand extensions. However, given the lack of studies about luxury brand extensions especially into services, this result may be a groundbreaking point for future research. Additionally, luxury involvement revealed to be positively correlated with attitude for the soft brand extension. The key take-away is that regardless of the type of luxury brand (soft or hard), these brands can expand into hotels as long as the extension is authentic, i.e., respects and maintains all cultural aspects of the parent brand. |
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A comparison of soft and hard luxury brands expanding into the hospitality industry : the effect of brand extension fit and brand extension authenticity on overall attitude towards the extensionDomínio/Área Científica::Ciências Sociais::Economia e GestãoAs luxury brands continuously look for ways to grow their bottom-line, extending into the hospitality industry is a strategy already being pursued by some (Versace, Bulgari). Moreover, since luxury hotels keep driving luxury industry’s growth, it can be expected that such strategy will be pursued by other brands. Thus, this study investigates to which extent the type of luxury brand (soft: clothing/fashion and hard: watches/jewelry) influences the attitude toward the hospitality extension through brand extension fit and brand extension authenticity constructs. A study was conducted where the sample was split by two conditions - the soft brand (Chanel) and the hard brand (Rolex) – and by presenting a hypothetical hotel extension of these brands. The results show that the soft brand extension is perceived to be more authentic than the hard one. Fit was perceived as low for both brands but it does not impact the overall attitude, while authenticity does so positively, independently of the brand type. This result is surprising since most research supports fit as a success driver for brand extensions. However, given the lack of studies about luxury brand extensions especially into services, this result may be a groundbreaking point for future research. Additionally, luxury involvement revealed to be positively correlated with attitude for the soft brand extension. The key take-away is that regardless of the type of luxury brand (soft or hard), these brands can expand into hotels as long as the extension is authentic, i.e., respects and maintains all cultural aspects of the parent brand.Dado que as marcas de luxo procuram, constantemente, aumentar a rentabilidade, a expansão para a indústria hoteleira é uma estratégia já seguida por algumas (Versace, Bulgari). E como os hotéis de luxo são uma das fontes de crescimento da indústria de luxo, é expectável que a mesma estratégia seja adotada por outras marcas. Assim, esta dissertação investiga até que ponto o tipo de marca de luxo (soft: vestuário/moda e hard: relojoaria/joalharia) influencia a atitude face à expansão dessas marcas para a indústria hoteleira através dos conceitos de semelhança (fit) e de autenticidade da extensão. Realizou-se um estudo em que a amostra foi divida em duas condições – marca soft (Chanel) e hard (Rolex) – e em que se apresentava uma hipotética extensão dessas marcas para um hotel. Os resultados revelam que a extensão da marca soft é vista como mais autêntica que a da marca hard. A semelhança (fit) é vista como reduzida para os dois tipos de marca e não influencia a atitude face à extensão, enquanto a autenticidade da extensão influencia positivamente, independentemente do tipo de marca. Este resultado é surpreendente dada a maioria dos estudos afirmarem que fit é o fator crucial para o sucesso das extensões de marca. Mas dada a falta de investigação a extensões de marcas de luxo, sobretudo, em serviços, este resultado pode ser um ponto de avanço para futuras investigações. O envolvimento com luxo também revelou estar positivamente correlacionado com a atitude para a marca de luxo soft. Concluindo: independentemente do tipo de marca de luxo (soft ou hard), é possível expandir para a indústria hoteleira desde que a extensão seja autêntica, ou seja, respeite e mantenha todos os aspetos culturais da marca mãe.Vale, Rita Miguel Ramos Dias Coelho doVeritati - Repositório Institucional da Universidade Católica PortuguesaRufino, Laura Soudo2016-09-08T10:59:18Z2016-07-1820162016-07-18T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.14/20566TID:201242117enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-07-12T17:26:26Zoai:repositorio.ucp.pt:10400.14/20566Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T18:16:59.558395Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
A comparison of soft and hard luxury brands expanding into the hospitality industry : the effect of brand extension fit and brand extension authenticity on overall attitude towards the extension |
title |
A comparison of soft and hard luxury brands expanding into the hospitality industry : the effect of brand extension fit and brand extension authenticity on overall attitude towards the extension |
spellingShingle |
A comparison of soft and hard luxury brands expanding into the hospitality industry : the effect of brand extension fit and brand extension authenticity on overall attitude towards the extension Rufino, Laura Soudo Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
title_short |
A comparison of soft and hard luxury brands expanding into the hospitality industry : the effect of brand extension fit and brand extension authenticity on overall attitude towards the extension |
title_full |
A comparison of soft and hard luxury brands expanding into the hospitality industry : the effect of brand extension fit and brand extension authenticity on overall attitude towards the extension |
title_fullStr |
A comparison of soft and hard luxury brands expanding into the hospitality industry : the effect of brand extension fit and brand extension authenticity on overall attitude towards the extension |
title_full_unstemmed |
A comparison of soft and hard luxury brands expanding into the hospitality industry : the effect of brand extension fit and brand extension authenticity on overall attitude towards the extension |
title_sort |
A comparison of soft and hard luxury brands expanding into the hospitality industry : the effect of brand extension fit and brand extension authenticity on overall attitude towards the extension |
author |
Rufino, Laura Soudo |
author_facet |
Rufino, Laura Soudo |
author_role |
author |
dc.contributor.none.fl_str_mv |
Vale, Rita Miguel Ramos Dias Coelho do Veritati - Repositório Institucional da Universidade Católica Portuguesa |
dc.contributor.author.fl_str_mv |
Rufino, Laura Soudo |
dc.subject.por.fl_str_mv |
Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
topic |
Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
description |
As luxury brands continuously look for ways to grow their bottom-line, extending into the hospitality industry is a strategy already being pursued by some (Versace, Bulgari). Moreover, since luxury hotels keep driving luxury industry’s growth, it can be expected that such strategy will be pursued by other brands. Thus, this study investigates to which extent the type of luxury brand (soft: clothing/fashion and hard: watches/jewelry) influences the attitude toward the hospitality extension through brand extension fit and brand extension authenticity constructs. A study was conducted where the sample was split by two conditions - the soft brand (Chanel) and the hard brand (Rolex) – and by presenting a hypothetical hotel extension of these brands. The results show that the soft brand extension is perceived to be more authentic than the hard one. Fit was perceived as low for both brands but it does not impact the overall attitude, while authenticity does so positively, independently of the brand type. This result is surprising since most research supports fit as a success driver for brand extensions. However, given the lack of studies about luxury brand extensions especially into services, this result may be a groundbreaking point for future research. Additionally, luxury involvement revealed to be positively correlated with attitude for the soft brand extension. The key take-away is that regardless of the type of luxury brand (soft or hard), these brands can expand into hotels as long as the extension is authentic, i.e., respects and maintains all cultural aspects of the parent brand. |
publishDate |
2016 |
dc.date.none.fl_str_mv |
2016-09-08T10:59:18Z 2016-07-18 2016 2016-07-18T00:00:00Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10400.14/20566 TID:201242117 |
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http://hdl.handle.net/10400.14/20566 |
identifier_str_mv |
TID:201242117 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
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openAccess |
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application/pdf |
dc.source.none.fl_str_mv |
reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
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Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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RCAAP |
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RCAAP |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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