Author: Smith, Ryan Patrick
Title: Co-branding of hotels and celebrity chef restaurants : the moderating effect of consumer lifestyle
Advisors: Hsu, Cathy (SHTM)
Degree: DHTM
Year: 2017
Subject: Hong Kong Polytechnic University -- Dissertations
Branding (Marketing)
Hotels -- China -- Hong Kong
Restaurants -- China -- Hong Kong
Department: School of Hotel and Tourism Management
Pages: 177 pages : color illustrations
Language: English
Abstract: This study examines Hong Kong residents' perception of fit between branded hotels and restaurants and how the perception of fit affects brand choice intention. It examines if/how the lifestyle of consumers moderates the impact of brand equities of the hotel and restaurant on the perception of fit and brand choice intention. Finally, the study examines country-of-origin of the hotel brand and if/how the country-of-origin affects consumers' perception of fit between the co-brand and brand choice intention. Previous studies have investigated co-branding of hotels and restaurants; however, previous studies have not investigated how the consumers' lifestyle impacts the co-branding model. Additionally, no research has investigated the use of a celebrity chef as the restaurant brand in co-branding literature. This study addresses both gaps in the literature. A pre-study was launched in three of the busiest working districts in Hong Kong to identify the first Asian and Western hotel brands, and celebrity chef that come to mind. Measurement items were extracted from previous hotel-restaurant co-branding literature conducted in the Asia-Pacific region. Quota sampling was used following the Hong Kong census. The survey was translated from English into traditional Chinese. Respondents were allowed to answer the survey in either language. The main study was launched online through Toluna: SampleXpress┬« in May and June 2016. Data was then analyzed using SPSS 23┬« and AMOS 23┬«. Confirmatory factor analysis results showed a favorable fit of the measurement models to the data and indicated high reliability and validity of all measurement scales. The structural equation modeling results indicated that restaurant brand equity positively affects perception of fit; however, hotel brand equity does not affect perception of fit. Both restaurant and hotel brand equity have a strong positive influence on restaurant and hotel brand choice intention. Perception of fit does not affect either restaurant or hotel brand choice intention. When conducting a chi-square difference test, it was found that all three lifestyle variables moderate the co-branding measurement model and no demographic variables moderate the measurement model, thus, indicating that lifestyle is a better predictor for different market segments. Results of the study can help industry practitioners understand the value of co-branding with a celebrity chef. In addition, the results help to understand how people from Hong Kong view co-branding. The study also provides a comparison of how similar or different Hong Kong residents views are from those of Chinese residents identified by previous co-branding studies conducted in China.
Rights: All rights reserved
Access: restricted access

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