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dc.contributor.advisorBoger, Carl A.
dc.creatorLiu, Xiaoxia
dc.date.accessioned2018-03-05T21:57:54Z
dc.date.available2018-03-05T21:57:54Z
dc.date.created2016-05
dc.date.issuedMay 2016
dc.date.submittedMay 2016
dc.identifier.urihttp://hdl.handle.net/10657/2839
dc.description.abstractAcquiring an upward brand extension in a luxury market creates a dilemma for a functional-oriented parent company to express this ownership due to the renowned brand image of the luxury hotel. The purpose of this study is to identify the moderating effects of consumers’ awareness of a functional parent company’s ownership of a luxury hotel brand on brand reputation, prestige, and consumer overall attitude towards the functional parent company and the luxury extension. Previous studies have demonstrated the transferability of consumers’ attitudes towards the parent company to its horizontal or downward extensions. This study hypothesized the potential, reverse effect and investigated consumer attitude transferability from an upward luxury extension to its parent company by comparing different path relationships across the aware and unaware consumers within the model.
dc.format.mimetypeapplication/pdf
dc.language.isoen
dc.rightsThe author of this work is the copyright owner. UH Libraries and the Texas Digital Library have their permission to store and provide access to this work. Further transmission, reproduction, or presentation of this work is prohibited except with permission of the author(s).
dc.subjectBrand Reputation, Brand Prestige, Consumers' Overall Attitude, Consumers' Awareness of the Ownership, Moderating Effect, Luxury Extension, Functional Parent Company
dc.titleThe Moderating Effects of Consumers’ Awareness of a Parent Lodging Company’s Ownership of a Luxury Hotel Brand on Consumers’ Overall Attitude
dc.date.updated2018-03-05T21:57:54Z
dc.type.genreThesis
thesis.degree.nameMaster of Science
thesis.degree.levelMasters
thesis.degree.disciplineHospitality Management
thesis.degree.grantorUniversity of Houston
thesis.degree.departmentHotel and Restaurant Management, Conrad N. Hilton College of
dc.contributor.committeeMemberMadera, Juan M.
dc.creator.orcid0000-0002-3864-7681
local.embargo.terms2018-05-01
local.embargo.lift2018-05-01
dcterms.accessRightsThe full text of this item is not available at this time because the student has placed this item under an embargo for a period of time. The Libraries are not authorized to provide a copy of this work during the embargo period.
dc.type.dcmiText
dc.format.digitalOriginborn digital
dc.description.departmentHotel and Restaurant Management, Conrad N. Hilton College of
thesis.degree.collegeConrad N. Hilton College of Hotel and Restaurant Management


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