earticle

영어

This study was aimed at exploring the effect of hotel brand equity on the attitude and behavioral intention of expanding brands for visitors of extended brand attitude. In addition, it attempted to verify the moderating effect of involvement. Based on a questionnaire drawn up through a literature review to achieve its purpose, it selected a group of users who visited the expanded brand hotels of S-hotel, L-hotel, M-hotels, H-hotel and I-hotels within the last year. The survey was conducted online for 20 days from October 1st - October 20th, 2019. 339 respondents answered the survey, and the final 323 data sets were used for the analysis, which excluded unfaithful responses. The results demonstrate the following: First, brand equity show significantly positive (+) effects on extended brand attitude. Second, brand equity show significantly positive (+) effects on behavioral intention. Third, extended brand attitude shows significantly positive (+) effects on behavioral intention. Fourth, the involvement showed moderating effects in the relationship extended brand attitude. Finally, it suggests implications for the implementation of a strategy for the competitive expansion of the brand for hotel companies.