Luxury service brand extensions and their spillover effects on customers’ evaluations of luxury gastronomy foodservice: The case of Michelin-starred restaurants | Intellect Skip to content
1981
Volume 12, Issue 3
  • ISSN: 2042-7913
  • E-ISSN: 2042-7921

Abstract

Drawing on a consumer perspective, this article identifies the types of brand extension strategies in the luxury hospitality and foodservice field and their spillover effects on consumers’ evaluations of the image of the parent brand of the luxury restaurant. Using a multi-method approach combining focus groups and in-depth interviews, we conducted an exploratory qualitative research study utilizing 35 participants to examine their perceptions of Michelin-starred restaurants’ extension strategies and how they can affect customers’ attitudes towards the images of Michelin-starred chefs and the luxury gastronomic sector overall. The study found that not only brand extension types count when examining the spillover effects – positive, negative and mixed – on customers’ evaluation of the parent brand image. Two other elements should be considered: a brand’s strategic focus (i.e. personal, social or functional) and customers’ acquaintance and levels of knowledge of the consumption field in which the parent brand operates. Our results contribute to the literature on brand extensions and spillover effects that mainly focus on products. Thus, the findings provide valuable insights into service brand extension factors that influence customers’ perceptions and attitudes towards luxury service brands and thus contribute to scholars’ calls for more studies on brand extensions and their effects in the service field – ones combining hospitality, luxury and the foodservice industry.

Loading

Article metrics loading...

/content/journals/10.1386/hosp_00057_1
2022-09-01
2024-03-29
Loading full text...

Full text loading...

References

  1. Aaker, D. A., and Keller, K. L.. ( 1990;), ‘ Consumer evaluations of brand extensions. ’, Journal of Marketing, 54:1, pp. 2741.
    [Google Scholar]
  2. Addis, M.,, Batat, W.,, Atakan, S. S.,, Austin, C. G.,, Manika, D.,, Peter, P. C., and Peterson, L.. ( 2022;), ‘ Food experience design to prevent unintended consequences and improve well-being. ’, Journal of Service Research, 25:1, pp. 14359.
    [Google Scholar]
  3. Ahn, J.,, Park, J. K., and Hyun, H.. ( 2018;), ‘ Luxury product to service brand extension and brand equity transfer. ’, Journal of Retailing and Consumer Services, 42, May, pp. 2228.
    [Google Scholar]
  4. Albrecht, C. M.,, Backhaus, C.,, Gurzki, H., and Woisetschlager, D. M.. ( 2013;), ‘ Value creation for luxury brands through brand extensions: An investigation of forward and reciprocal effects. ’, Marketing ZFP – Journal of Research and Management, 35:2, pp. 91103.
    [Google Scholar]
  5. Ambler, T., and Styles, C.. ( 1997;), ‘ Brand development versus new product development: Toward a process model of extension decisions. ’, Journal of Product and Brand Management, 6:4, pp. 22234.
    [Google Scholar]
  6. Andrieu, J., and Batat, W.. ( 2019;), ‘ The experience of culinary therapy and well-being. ’, in W. Batat. (ed.), Food and Experience Marketing, New York:: Routledge;, pp. 5770.
    [Google Scholar]
  7. Anon. ( 2020;), ‘ Le guide Michelin, une longue histoire. ’, Michelin Guide, https://guide.michelin.com/fr/fr/about-us. Accessed 17 March 2022.
    [Google Scholar]
  8. Arnould, E. J., and Wallendorf, M.. ( 1994;), ‘ Market-oriented ethnography: Interpretation building and marketing strategy formulation. ’, Journal of Marketing Research, 31:4, pp. 484504.
    [Google Scholar]
  9. Ashton, A. S., and Scott, N.. ( 2011;), ‘ Hotel restaurant co-branding: The relationship of perceived brand fit with intention to purchase. ’, Journal of Vacation Marketing, 17:4, pp. 27585.
    [Google Scholar]
  10. Banister, E. N., and Cocker, H. L.. ( 2014;), ‘ A cultural exploration of consumers’ interactions and relationships with celebrities. ’, Journal of Marketing Management, 30:1&2, pp. 129.
    [Google Scholar]
  11. Barnes, C.. ( 2017;), ‘ Mediating good food and moments of possibility with Jamie Oliver: Problematising celebrity chefs as talking labels. ’, Geoforum, 84, August, pp. 16978.
    [Google Scholar]
  12. Batat, W.. ( 2020a;), ‘ Pillars of sustainable food experiences in the luxury gastronomy sector: A qualitative exploration of Michelin-starred chefs’ motivations. ’, Journal of Retailing and Consumer Services, 57:C, https://doi.org/10.1016/j.jretconser.2020.102255. Accessed 17 March 2022.
    [Google Scholar]
  13. Batat, W.. ( 2020b;), ‘ The role of luxury gastronomy in culinary tourism: An ethnographic study of Michelin-starred restaurants in France. ’, International Journal of Tourism Research, 23:2, pp. 15063.
    [Google Scholar]
  14. Batat, W.. ( 2020c;), ‘ How Michelin-starred chefs are being transformed into social bricoleurs? An online qualitative study of luxury foodservice during the pandemic crisis. ’, Journal of Service Management, 32:1, pp. 8799.
    [Google Scholar]
  15. Batat, W.. ( 2021a;), ‘ Consumers’ perceptions of food ethics in luxury dining. ’, Journal of Services Marketing, 36:5, pp. 75466.
    [Google Scholar]
  16. Batat, W.. ( 2021b;), ‘ A phenomenological exploration into sustainability in the foodservice industry in the MEA region. ’, Journal of Services Marketing, 35:7, pp. 91832.
    [Google Scholar]
  17. Batat, W.,, Peter, P. C.,, Moscato, E. M.,, Castro, I. A.,, Chan, S. S.,, Chugani, S., and Muldrow, A. F.. ( 2019;), ‘ The experiential pleasure of food: A savoring journey to food well-being. ’, Journal of Business Research, 100:C, pp. 39299.
    [Google Scholar]
  18. Batat, W.,, Peter, P. C.,, Vicdan, H.,, Manna, V.,, Ulusoy, E., and Hong, S.. ( 2017;), ‘ Alternative food consumption (AFC): Idiocentric and allocentric factors of influence among low socio-economic status (SES) consumers. ’, Journal of Marketing Management, 33:7&8, pp. 580601.
    [Google Scholar]
  19. Belk, R.,, Devinney, T., and Eckhardt, G.. ( 2005;), ‘ Consumer ethics across cultures. ’, Consumption Markets & Culture, 8:3, pp. 27589.
    [Google Scholar]
  20. Belk, R.,, Fischer, E., and Kozinet, R. V.. ( 2013), Qualitative Consumer and Marketing Research, Thousand Oaks, CA:: Sage;.
    [Google Scholar]
  21. Berry, C. J.. ( 2021;), ‘ The changing career of luxury: From moral threat to material well-being. ’, Research in Hospitality Management, 11:1, pp. 14.
    [Google Scholar]
  22. Bertoldo, J.,, Hsu, R. L.,, Reid, T.,, Righter, A. C., and Wolfson, J. A.. ( 2021;), ‘ Attitudes and beliefs about how chefs can promote nutrition and sustainable food systems among students at a US culinary school. ’, Public Health Nutrition, 25:2, pp. 498510.
    [Google Scholar]
  23. Besharat, A.. ( 2010;), ‘ How co-branding versus brand extensions drive consumers’ evaluations of new products: A brand equity approach. ’, Industrial Marketing Management, 39:8, pp. 124049.
    [Google Scholar]
  24. Bilro, R. G.,, Loureiro, S. M., and Santos, J. F.. ( 2021;), ‘ Masstige strategies on social media: The influence on sentiments and attitude toward the brand. ’, International Journal of Consumer Studies, 46:4, pp. 111326.
    [Google Scholar]
  25. Blank, G.. ( 2007), Critics, Ratings and Society: The Sociology of Reviews, Lanham, MD:: Rowman and Littlefield;.
    [Google Scholar]
  26. Block, L. G.,, Grier, S. A.,, Childers, T. L.,, Davis, B.,, Ebert, J. E. J.,, Kumanyika, S.,, Laczniak, R. N.,, Machin, J. E.,, Motley, C. M.,, Peracchio, L.,, Pettigrew, S.,, Scott, M., and Bieshaar, M. N. G. G.. ( 2011;), ‘ From nutrients to nurturance: A conceptual introduction to food well-being. ’, Journal of Public Policy & Marketing, 30:1, pp. 513.
    [Google Scholar]
  27. Bogers, M., and Jensen, J. D.. ( 2017;), ‘ Open for business? An integrative framework and empirical assessment for business model innovation in the gastronomic sector. ’, British Food Journal, 119:11, pp. 232539.
    [Google Scholar]
  28. Boisvert, J., and Ashill, N. J.. ( 2018a;), ‘ The impact of branding strategies on horizontal and downward line extension of luxury brands: A cross-national study. ’, International Marketing Review, 35:6, pp. 103352.
    [Google Scholar]
  29. Boisvert, J., and Ashill, N. J.. ( 2018b;), ‘ The spillover effect of downward line extensions on U.S. consumers’ evaluation of a French luxury parent brand: The role of branding strategies, authenticity, and fit. ’, Psychology & Marketing, 35:10, pp. 74051.
    [Google Scholar]
  30. Borkenhagen, C.. ( 2017;), ‘ Death of the secret recipe: “Open-source cooking” and field organization in the culinary arts. ’, Poetics, 61, April, pp. 5366.
    [Google Scholar]
  31. Bottomley, P. A., and Holden, S. J. S.. ( 2001;), ‘ Do we really know how consumers evaluate brand extensions? Empirical generalizations based on secondary analysis of eight studies. ’, Journal of Marketing Research, 38:4, pp. 494500.
    [Google Scholar]
  32. Buil, I.,, de Chernatony, L., and Hel, L.. ( 2009;), ‘ Brand extension strategies: Perceived fit, brand type, and culture influences. ’, European Journal of Marketing, 43:11&12, pp. 130024.
    [Google Scholar]
  33. Caraher, M.,, Lange, T., and Dixon, P.. ( 2000;), ‘ The influence of TV and celebrity chefs on public attitudes and behavior among the English public. ’, Journal for the Study of Food and Society, 4:1, pp. 2746.
    [Google Scholar]
  34. Choi, J., and Zhao, J.. ( 2014;), ‘ Consumers’ behaviors when eating out: Does eating out change consumers’ intention to eat healthily?. ’, British Food Journal, 116:3, pp. 494509.
    [Google Scholar]
  35. Clark, P. P.. ( 1975;), ‘ Thoughts for food, I: French cuisine and French culture. ’, French Review, 49:1, pp. 3241.
    [Google Scholar]
  36. Cornil, Y., and Chandon, P.. ( 2016;), ‘ Pleasure as an ally of healthy eating? Contrasting visceral and epicurean eating pleasure and their association with portion size preferences and wellbeing. ’, Appetite, 104, pp. 5259.
    [Google Scholar]
  37. Dall’Olmo Riley, F.,, Pina, J. M., and Bravo, R.. ( 2015;), ‘ The role of perceived value in vertical brand extensions of luxury and premium brands. ’, Journal of Marketing Management, 31:7&8, pp. 881913.
    [Google Scholar]
  38. Daries, N.,, Moreno-Gené, J., and Cristóbal-Fransi, E.. ( 2021;), ‘ Michelin stars shine brightly, but are they profitable?. ’, International Journal of Gastronomy and Food Science, 24, July, https://doi.org/10.1016/j.ijgfs.2021.100352. Accessed 10 January 2022.
    [Google Scholar]
  39. De Barnier, V.,, Falcy, S., and Valette-Florence, P.. ( 2012;), ‘ Do consumers perceive three levels of luxury? A comparison of accessible, intermediate and inaccessible luxury brands. ’, Journal of Brand Management, 19:7, pp. 62336.
    [Google Scholar]
  40. De Kerviler, G.. ( 2019;), ‘ The food gastronomy experience: A French perspective on food well-being. ’, in W. Batat. (ed.), Food and Experiential Marketing: Pleasure, Wellbeing and Consumption, London:: Routledge;, pp. 19716.
    [Google Scholar]
  41. DiPietro, R. B.. ( 2005;), ‘ The case against multibranding strategy. ’, Cornell Hotel and Restaurant Administration Quarterly, 46:1, pp. 9699.
    [Google Scholar]
  42. Draganska, M., and Jain, D. C.. ( 2006;), ‘ Consumer preferences and product-line pricing strategies: An empirical analysis. ’, Marketing Science, 25:2, pp. 16474.
    [Google Scholar]
  43. Dwivedi, A.,, Nayeem, T., and Murshed, F.. ( 2018;), ‘ Brand experience and consumers’ willingness-to-pay (WTP) a price premium: Mediating role of brand credibility and perceived uniqueness. ’, Journal of Retailing and Consumer Services, 44, pp. 10007.
    [Google Scholar]
  44. Esfehani, M. H., and Walters, T.. ( 2018;), ‘ Lost in translation? Cross-language thematic analysis in tourism and hospitality research. ’, International Journal of Contemporary Hospitality Management, 30:11, pp. 315874.
    [Google Scholar]
  45. Górska-Warsewicz, H., and Kulykovets, O.. ( 2020;), ‘ Hotel brand loyalty: A systematic literature review. ’, Sustainability, 12:12, p. 4810.
    [Google Scholar]
  46. Hagtvedt, H., and Patrick, V.. ( 2009;), ‘ The broad embrace of luxury: Hedonic potential as a driver of brand extendibility. ’, Journal of Consumer Psychology, 19, pp. 60818.
    [Google Scholar]
  47. Hahm, S., and Khan, M. A.. ( 2001;), ‘ Co-branding strategy in the restaurant industry. ’, Journal of Hospitality & Leisure Marketing, 8:1&2, pp. 4561.
    [Google Scholar]
  48. Harrington, R. J.,, Fauser, S. G.,, Ottenbacher, M. C., and Kruse, A.. ( 2013;), ‘ Key information sources impacting Michelin restaurant choice. ’, Journal of Foodservice Business Research, 16:3, pp. 21934.
    [Google Scholar]
  49. Hesse-Biber, S.. ( 2010;), ‘ Qualitative approaches to mixed methods practice. ’, Qualitative Inquiry, 16:6, pp. 45568.
    [Google Scholar]
  50. Hollows, J., and Jones, S.. ( 2010;), ‘ Please don’t try this at home. ’, Food, Culture & Society, 13:4, pp. 52137.
    [Google Scholar]
  51. Hwang, J., and Hyun, S. S.. ( 2012;), ‘ The antecedents and consequences of brand prestige in luxury restaurants. ’, Asia Pacific Journal of Tourism Research, 17:6, pp. 65683.
    [Google Scholar]
  52. Jiang, W.,, Dev, C. S., and Rao, V. R.. ( 2002;), ‘ Brand extension and customer loyalty. ’, Cornell Hotel and Restaurant Administration Quarterly, 43:4, pp. 516.
    [Google Scholar]
  53. Jin, N., (Paul), Line, N. D., and Merkebu, J.. ( 2016;), ‘ Examining the impact of consumer innovativeness and innovative restaurant image in upscale restaurants. ’, Cornell Hospitality Quarterly, 57:3, pp. 26881.
    [Google Scholar]
  54. John, D. R.,, Loken, B., and Joiner, C.. ( 1998;), ‘ The negative impact of extensions: Can flagship products be diluted?. ’, Journal of Marketing, 62:1, pp. 1932.
    [Google Scholar]
  55. Johnson, C.,, Surlemont, B.,, Nicod, P., and Revaz, F.. ( 2005;), ‘ Behind the stars: A concise typology of Michelin restaurants in Europe. ’, Cornell Hotel and Restaurant Administration Quarterly, 46:2, pp. 17087.
    [Google Scholar]
  56. Jung, N. Y., and Seock, Y. K.. ( 2016;), ‘ The impact of corporate reputation on brand attitude and purchase intention. ’, Fashion and Textiles, 3:1, pp. 115.
    [Google Scholar]
  57. Kaish, S.. ( 1967;), ‘ Cognitive dissonance and the classification of consumer goods. ’, Journal of Marketing, 31:4, pp. 2831.
    [Google Scholar]
  58. Karpik, L.. ( 2000;), ‘ Le guide rouge Michelin. ’, Sociologie du Travail, 42:3, pp. 36989.
    [Google Scholar]
  59. Kauppinen-Räisänen, H.,, Gummerus, J.,, von Koskull, C., and Cristini, H.. ( 2019;), ‘ The new wave of luxury: The meaning and value of luxury to the contemporary consumer. ’, Qualitative Market Research, 22:3, pp. 22949.
    [Google Scholar]
  60. Keller, K. L.. ( 2013), Strategic Brand Management: Building, Measuring, and Managing Brand Equity, , 4th ed.., Boston, MA:: Pearson, Prentice Hall;.
    [Google Scholar]
  61. Keller, K. L., and Aaker, D. A.. ( 1992;), ‘ The effects of sequential introduction of brand extensions. ’, Journal of Marketing Research, 29:1, pp. 3550.
    [Google Scholar]
  62. Kesimoğlu, A.. ( 2015;), ‘ A reconceptualization of gastronomy as relational and reflexive. ’, Hospital Medicine, 5:1, pp. 7191.
    [Google Scholar]
  63. Kiatkawsin, K., and Han, H.. ( 2019;), ‘ What drives customers’ willingness to pay price premiums for luxury gastronomic experiences at Michelin-starred restaurants?. ’, International Journal of Hospitality Management, 82, pp. 20919, https://doi.org/10.1016/j.ijhm.2019.04.024. Accessed 15 March 2022.
    [Google Scholar]
  64. Kim, C. K.,, Lavack, A. M., and Smith, M.. ( 2001;), ‘ Consumer evaluation of vertical brand extensions and core brands. ’, Journal of Business Research, 52:3, pp. 21122.
    [Google Scholar]
  65. Kim, J.,, Lloyd, S.,, Adebeshin, K., and Kang, J. M.. ( 2019;), ‘ Decoding fashion advertising symbolism in masstige and luxury brands. ’, Journal of Fashion Marketing and Management: An International Journal, 23:2, pp. 27795.
    [Google Scholar]
  66. Kim, W. G.,, Lee, S., and Lee, H. Y.. ( 2007;), ‘ Co-branding and brand loyalty. ’, Journal of Quality Assurance in Hospitality & Tourism, 8:2, pp. 123.
    [Google Scholar]
  67. Kvale, S.. ( 2007;), ‘ Conducting an interview. ’, in S. Kvale. (ed.), Doing Interviews, Thousand Oaks, CA:: Sage;, pp. 5266.
    [Google Scholar]
  68. Kwun, D. J.. ( 2010;), ‘ How extended hotel brands affect the lodging portfolio. ’, Journal of Retail & Leisure Property, 9:3, pp. 17991.
    [Google Scholar]
  69. Lane, C.. ( 2010;), ‘ The Michelin-starred restaurant sector as a cultural industry. ’, Food Culture & Society, 13:4, pp. 493519.
    [Google Scholar]
  70. Lee, H.,, Jang, Y.,, Kim, Y. S.,, Choi, H., and Ham, S.. ( 2019;), ‘ Consumers’ prestige-seeking behavior in premium food markets: Application of the theory of the leisure class. ’, International Journal of Hospitality Management, 77, pp. 26069.
    [Google Scholar]
  71. Liu, S. C.,, Choi, T. M., and Taylor, G.. ( 2009;), ‘ Consumer attitudes towards brand extensions of designer-labels and mass-market labels in Hong Kong. ’, Journal of Fashion Marketing and Management: An International Journal, 13:4, pp. 52740.
    [Google Scholar]
  72. Loureiro, S. M.,, Maximiano, M., and Panchapakesan, P.. ( 2018;), ‘ Engaging fashion consumers in social media: The case of luxury brands. ’, International Journal of Fashion Design, Technology and Education, 11:3, pp. 31021.
    [Google Scholar]
  73. Madeira, A.,, Palrão, T.,, Mendes, A. S., and Ottenbacher, M. C.. ( 2021;), ‘ The culinary creative process of Michelin Star chefs. ’, Tourism Recreation Research, 47:3, pp. 25876, https://doi.org/10.1080/02508281.2021.1958170. Accessed 14 February 2022.
    [Google Scholar]
  74. Magnoni, F.. ( 2016;), ‘ The effects of downward line extension on brand trust and brand attachment. ’, Recherche et Applications en Marketing (English Edition), 31:1, pp. 225.
    [Google Scholar]
  75. Mahasuweerachai, P., and Qu, H.. ( 2015;), ‘ The effect of multiple hotel brand extensions. ’, Tourism and Hospitality Research, 15:1, pp. 2738.
    [Google Scholar]
  76. Manika, D., and Gregory-Smith, D.. ( 2021;), ‘ Advancing spillover research: Behavioural, contextual, and temporal approaches. ’, Journal of Marketing Management, 37:7&8, pp. 59598.
    [Google Scholar]
  77. Martinez, E.,, Polo, Y., and de Chernatony, L.. ( 2008;), ‘ Effect of brand extension strategies on brand image: A comparative study of the UK and Spanish markets. ’, International Marketing Review, 25:1, pp. 10737.
    [Google Scholar]
  78. McCracken, G.. ( 1988), The Long Interview: Qualitative Research Methods Series 13, Newbury Park, CA:: Sage;.
    [Google Scholar]
  79. Mendoza, J.. ( 2011;), ‘ Premium brands and the recession. ’, http://www.som.cranfield.ac.uk/som/p16344/Think-Cranfield/2011/March-2011/Premium-brands-and-the-recession. Accessed 23 October 2021.
  80. Meneguel, C. R.,, Mundet, L., and Aulet, S.. ( 2019;), ‘ The role of a high-quality restaurant in stimulating the creation and development of gastronomy tourism. ’, International Journal of Hospitality Management, 83, pp. 22028.
    [Google Scholar]
  81. Miles, M. B., and Huberman, A. M.. ( 1994), Qualitative Data Analysis, , 2nd ed.., London:: Sage;.
    [Google Scholar]
  82. Mills, A. J.,, Durepos, G., and Wiebe, E.. ( 2010), Encyclopedia of Case Study Research, vols. 1–10, Thousand Oaks, CA:: Sage;.
    [Google Scholar]
  83. Morse, J. M.. ( 1995;), ‘ The significance of saturation. ’, Qualitative Health Research, 5:2, pp. 14749.
    [Google Scholar]
  84. Muller, C.. ( 2005;), ‘ The case for cobranding in restaurant segments. ’, Cornell Hotel and Restaurant Administration Quarterly, 46:1, pp. 9295.
    [Google Scholar]
  85. O’Cass, A., and Frost, H.. ( 2002;), ‘ Status brands: Examining the effects of non-product-related brand associations on status and conspicuous consumption. ’, Journal of Product & Brand Management, 11:2, pp. 6788.
    [Google Scholar]
  86. Park, C. W.,, Lawson, R., and Milberg, S. J.. ( 1989;), ‘ Memory structure of brand names. ’, Advances in Consumer Research, 16, pp. 72631.
    [Google Scholar]
  87. Preble, J. F.,, Reichel, A., and Hoffman, R. C.. ( 2000;), ‘ Strategic alliances for competitive advantage: Evidence from Israel’s hospitality and tourism industry. ’, International Journal of Hospitality Management, 19:3, pp. 32741.
    [Google Scholar]
  88. Randall, T.,, Ulrich, K., and Reibstein, D.. ( 1998;), ‘ Brand equity and vertical product line extent. ’, Marketing Science, 17:4, pp. 35679.
    [Google Scholar]
  89. Rauschnabel, P. A.,, Herz, M.,, Schlegelmilch, B. B., and Ivens, B. S.. ( 2015;), ‘ Brands and religious labels: A spillover perspective. ’, Journal of Marketing Management, 31:11&12, pp. 1285309.
    [Google Scholar]
  90. Rouder, J. N., and Morey, R. D.. ( 2009;), ‘ The nature of psychological thresholds. ’, Psychological Review, 116:3, pp. 65560.
    [Google Scholar]
  91. Roulston, K.. ( 2019;), ‘ Preparing researchers to conduct interdisciplinary: Multi-method qualitative research. ’, Qualitative Report, 24:9, pp. 226380.
    [Google Scholar]
  92. Schänzel, A.,, Brocx, M., and Sadaraka, L.. ( 2014;), ‘ (Un)conditional hospitality: The host experience of the Polynesian community in Auckland. ’, Hospitality & Society, 4:2, pp. 13554.
    [Google Scholar]
  93. Shah, P.. ( 2017;), ‘ Why do firms delete brands? Insights from a qualitative study. ’, Journal of Marketing Management, 33:5&6, pp. 44663.
    [Google Scholar]
  94. Silverstein, M. J., and Fiske, N.. ( 2003;), ‘ Luxury for the masses. ’, Harvard Business Review, 81:4, pp. 4859.
    [Google Scholar]
  95. Simonin, B. L., and Ruth, J. A.. ( 1998;), ‘ Is a company known by the company it keeps? Assessing the spillover effects of brand alliances on consumer brand attitudes. ’, Journal of Marketing Research, 35:1, pp. 3042.
    [Google Scholar]
  96. Staiff, R., and Bushell, R.. ( 2013;), ‘ The rhetoric of Lao/French fusion: Beyond the representation of the western tourist experience of cuisine in the world heritage city of Luang Prabang, Laos. ’, Journal of Heritage Tourism, 8:2&3, pp. 13344.
    [Google Scholar]
  97. Steenkamp, J.-B. E.,, Batra, R., and Alden, D. L.. ( 2003;), ‘ How perceived brand globalness creates brand value. ’, Journal of International Business Studies, 34:1, pp. 5365.
    [Google Scholar]
  98. Tafani, E.,, Michel, G., and Rosa, E.. ( 2009;), ‘ Vertical product line extension strategies: An evaluation of brand halo effect according to range level. ’, Recherche et Applications en Marketing, 24:2, pp. 7388.
    [Google Scholar]
  99. Tepeci, M.. ( 1999;), ‘ Increasing brand loyalty in the hospitality industry. ’, International Journal of Contemporary Hospitality Management, 11:5, pp. 22330.
    [Google Scholar]
  100. Truong, Y.,, McColl, R., and Kitchen, P. J.. ( 2009;), ‘ New luxury brand positioning and the emergence of masstige brands. ’, Journal of Brand Management, 16:5, pp. 37582.
    [Google Scholar]
  101. Vigneron, F., and Johnson, L.. ( 1999;), ‘ A review and a conceptual framework of prestige seeking consumer behavior. ’, Academy of Marketing Science Review, 1, pp. 117.
    [Google Scholar]
  102. Völckner, F., and Sattler, H.. ( 2006;), ‘ Drivers of brand extension success. ’, Journal of Marketing, 70:2, pp. 1834.
    [Google Scholar]
  103. Wilk, R.. ( 2010;), ‘ Consumption embedded in culture and language: Implications for finding sustainability. ’, Sustainability: Science, Practice and Policy, 6:2, pp. 3848.
    [Google Scholar]
  104. Yu, X., and Liu, S. Q.. ( 2022;), ‘ Is your food organic? Examining the role of food aesthetics in restaurant marketing. ’, Journal of Hospitality & Tourism Research, article first, https://doi.org/10.1177/10963480211067275. Accessed 14 March 2022.
    [Google Scholar]
  105. Zeng, F.,, Lee, S. H. N., and Heung, C. M.. ( 2019;), ‘ Consumer attitudes toward downward extensions: An exploration of Giordano’s extension in Hong Kong. ’, Fashion and Textiles, 6, p. 29, https://doi.org/10.1186/s40691-019-0185-1. Accessed 12 March 2022.
    [Google Scholar]
  106. Batat, Wided. ( 2022;), ‘ Luxury service brand extensions and their spillover effects on customers’ evaluations of luxury gastronomy foodservice: The case of Michelin-starred restaurants. ’, Hospitality & Society, 12:3, pp. 26598, https://doi.org/10.1386/hosp_00057_1
    [Google Scholar]
http://instance.metastore.ingenta.com/content/journals/10.1386/hosp_00057_1
Loading
/content/journals/10.1386/hosp_00057_1
Loading

Data & Media loading...

This is a required field
Please enter a valid email address
Approval was a success
Invalid data
An error occurred
Approval was partially successful, following selected items could not be processed due to error