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1、AbstractAbstractBrandextension,notonlytomaintaintheexistingbrand,butalsoavoidthehugecostsandrisksfacingtheestablishmentofanewbrand.Researchshowsthat:theproperbrandextensioncanreduceadvertisementcost,reducemarketentrybarriers,bringthebrandequityleverageandriskreducing.Inpractice,thebrandextensionhasl
2、ongbeenappliedinthefoodindustryandelectricalindustry,andhasachievedfruitfulresults,butitsresearchandapplicationsintheservicesectorisless.Thearrivaloftheeraofexperienceeconomy,ontheonehand,makesthehotelindustryofourcountrygrowsvigorously,ontheotherhand,hasalsoincreasedcompetitioninthehospitalityindus
3、try.Therefore,tomaintainthesustainabledevelopmentofthehotel,wemustimproveanddevelopthepursuitofbrand.Themostwidelyusedinbranddevelopmentstrategyisthebrandextension.Howhotelbrandextensionisinaccordwiththeconsumerexpectations,canbeacceptedbyconsumershasbeenoneofthehotissuesthatscholarsstudy.Thisresear
4、chisbasedontheclassicA&Kbrandextensionevaluationmodel,theresearchmethodofusingeventrelatedpotentials,notaskrelatedexperimentalparadigmsareadoptedtosimulatetheconsumerhotelbrandextensionevaluationprocess.Intheexperiment,18participantswererequiredtolookatthestimuli-SibrandedS2onthecomputerscreen.S1con
5、sistsof10well-knownhotelbrands;S2consistsofproductsintwocategories:hotel(typicalproductofthebrand),homeappliance(atypicalproductofthebrand).Theexperimentwasobservedinthebrain'sforehead-UnionCentralandparietalregionsevokedN200andN400components.TheexperimentalresultsshowthattheS2forthehotelproductsand
6、homeappliance,nosignificantdifferenceofN200amplitude.Inaddition,thehotelbrandtoextendhomeapplianceproductscompareswiththehotelbrandextensiontotheinternationalhigh-endhotel,theformerevokedN400amplitudeissignificantlysmallerthanthelatter.Therefore,threeconclusionswerereached:(1)TheclassicA&Kbrandexten
7、sionevaluationmodeldoesnotapplytohotelIII華僑大學(xué)碩士學(xué)位論文brandextensionevaluation.Hotelbrandextensionconsistsofsimilarityjudgment.(2)Whenthedomesticbudgethotelbrandandinternationalhigh-endhotelbrandduringth
