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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.issued2015-12-14
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.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.typeThesis
dc.date.updated2018-03-05T21:57:54Z
dc.type.materialtext
thesis.degree.nameMaster of Science
thesis.degree.levelMasters
thesis.degree.disciplineHospitality Management
thesis.degree.grantorUniversity of Houston
thesis.degree.departmentConrad N. Hilton College of Hotel and Restaurant Management
dc.contributor.committeeMemberMadera , Juan
dc.creator.orcid0000-0002-3864-7681
local.embargo.terms2018-05-01
local.embargo.lift2018-05-01


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