호텔 외식업 자(子) 브랜드가치가 호텔 모(母) 브랜드가치에 미치는 영향 연구

This study investigated and analyzed each of the influence caused by food service brand equity (perceived service quality, brand image, brand awareness, brand loyalty) on the hotel brand equity (perceived service quality, brand image, brand awareness) of the enterprise upon brand extension by the hotel enterprise through food industry as well as the influence caused by hotel brand equity on brand loyalty. The findings of the study signify how vitalizing the image of already verified food and beverage services and conducting brand extension as a food service with high similarity when it comes to the quality of service and food in hotel enterprise can allow for customers to be secured and maximize sales within a short period of time. It is considered that when a hotel brand that is already stabilized in the market is used upon brand extension, it not only reduces initial marketing expenses during new product development or entry into a new market and heightens the efficiency of marketing activities but presents possibility of success in the business by increasing acceptability of new products.