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This paper aims to analyse customer experience in a hotel and its impact on customer attitudes to both the individual hotel and the hotel chain. Specifically, the study focuses on the effects of service perceptions on emotions, satisfaction, attitude to hotel chain, intention to return, scepticism towards negative information and Word of Mouth (WOM).

An empirical study was carried out on a sample of 300 individuals. Data were analysed through structural equation modelling.

Service perceptions and emotions elicited by an individual hotel influence the customer response towards the hotel chain. Among all the outcomes considered, the strongest effects are found on WOM.

This paper develops and empirically tests an original model that integrates the customer experience in an individual hotel and the customer response to the hotel chain. This model includes variables that have recently been considered in the literature, such as scepticism towards negative information, in combination with more traditional outcomes such as intention to return or WOM.

This paper aims to analyse the effect of technology acceptance variables on customer attitude and customer engagement behaviours (CEB) with social tourism websites (STWs).

An empirical study was carried out with 346 customers. A model was developed to analyse the relationships between CEB and their determinants. Partial least squares – structural equation modelling was used to test the model.

Customers’ perceptions of enjoyment, ease of use, usefulness and trustworthiness positively influence their attitude towards STWs and their subsequent engagement behaviours [purchases, word of mouth (WOM) and referrals].

This study develops and empirically tests a model that analyses the impact of technology acceptance model variables on CEB, both transactional (customer purchases) and non-transactional (customer WOM, referrals and feedback), in the context of STWs.

本论文分析研究科技urism websitehaviours pur

研究样本为研究科技urism websitehaviours purchasesLS-SEM分析验证假设模型。

研究结果表明, 顾客愉快感知、易使用、有用性、以及可信任度等变量对顾客社交旅游网站的态度及后续参与行为（购买、sOM、推荐）有着积极影响。

本论文开发并验证分析了科技接受模型变量对顾客参与行为的影响, 包括交易性（顾客购买）以及非交易性（顾客（OM、推荐、反馈）, 以社交旅游网站为背景。

This paper aims to understand the reciprocal spill‐over effects of brand extensions by testing a comprehensive model that gathers both the brand extension evaluation process and the later influence on brand image.

Data were obtained from 699 face‐to‐face interviews conducted in Spain. Structural equation modelling was used to test the proposed hypotheses.

The results indicate that brand extensions have feedback effects on brand image depending on the attitude toward the new product and perceived image fit. Consumer attitude depends, in turn, on initial brand associations, perceived category fit, perceived image fit and consumer innovativeness. Brand familiarity also shows indirect effects.

The model should be tested with extensions of the same (line extensions) or different categories. It is also necessary to analyse non‐fictitious products, and to take different moderating effects into account.

The results suggest how to protect the brand image from unsuitable extension strategies. The paper shows what kind of perceived fit is more important for consumers as well as the direct and indirect role of several variables.

The paper extends previous research by proposing a complete framework that considers the factors that influence either the attitude to the extension or the attitude to the extended brand.

The main objective of this study is to analyse the influence that service brand extensions have on corporate image.

After reviewing the previous literature, a model is proposed and tested that shows how extending a services brand affects the overall corporate image. Statistical analysis of data from a market survey involving actual services brands and hypothetical extensions was undertaken. Structural equation modelling was the main methodology employed.

It was found that the extent of perceived fit between the corporate brand and the service extension influences the perceived quality of the extension, which in turn affects corporate image, especially for corporate brands that originally had highly rated images.

Given that the study was done with hypothetical brand extensions, the proposed model is not tested in a real situation.

The results offer important implications, both for academics and managers. Through an effective communication policy, the company must increase the perceived fit. The results also suggest directions for further research. For example, it would be interesting to explore how the model works across services categorised on the continuum of search, experience and credence.

In the literature, there are few works analysing the effect of service extensions on corporate image. The research allows the understanding of the concept of corporate image and the role performed by service brand extensions. The proposed model and the estimation with SEM methodology add value to the existing knowledge.

In recent years, companies have been using brand extensions as a strategy for launching new products. The reason why this strategy has been popular is the fact that it decreases the risk of failure of new products, because consumers initially are more willing to accept products marketed under known brands. Nevertheless, this strategy is not free from risks, since it is not convenient for all the brands, and moreover it may have negative effects on the image of the extended brand. Therefore, the main objective of this study is to analyse the influence that brand extensions have on brand image. For this analysis, an experiment is performed that examines the most important variables to consider in using the brand extension strategy. After analysing the information obtained, reaches the conclusion that brand extension strategies may influence the brand image after the extension and that variables such as the brand image prior to the extension, the perceived quality of the extension and the fit between the parent brand and the new product also affect the image.

In the banking sector, the importance of consumer's perceptions for business success has been underestimated. For this reason, the present work aims to focus on the corporate brand image construct, analysing how the associations of financial brands are generated and the way such associations influence consumer behaviour.

A model is proposed that shows which are the main antecedents and consequences of corporate image of financial institutions. This model was validated through structural equation modelling. Data were collected by means of personal questionnaires addressed to 450 respondents.

Results indicate that consumer perceptions depend on brand familiarity, non‐firm communications and, to a lesser extent, on advertising. The resulting image will be an antecedent of the global attitude to the firm and, directly and indirectly, of the intention to use the branded service.

This study has been aimed at consumers in a specific region of Spain. Moreover, it only analyses well‐known institutions and the most important variables. For this reason, it would be interesting to broaden the analysis to cover different contexts.

Both corporate image and familiarity can be developed by applying thoughtful communication strategies that neutralize the effect of negative non‐firm information. Companies that develop a powerful corporate image should be more appealing to customers.

This study validates a comprehensive model that explains both the antecedents and consequences of corporate image of banks. It also proposes an up‐to‐date corporate image scale and considers the effects of firm versus non‐firm communications.

The purpose of this paper is to analyse the corporate image of financial institutions and its impact on consumer behaviour. More specifically, it aims to focus on the differences between customers and non‐customers of banking institutions.

Data were collected through five questionnaires involving five major Spanish commercial banks. The questionnaires were answered by 450 individuals and SEM methodology was used to test the hypotheses of the study.

Corporate image of commercial banks includes dimensions related to the services offered, accessibility, corporate social responsibility, global impression, location and personnel. Two alternative models were validated for customers and non‐customers to explain how corporate associations influence intention to use the bank's services. For the case of current customers, satisfaction is a key mediating variable.

The study is focused on national commercial banks and corporate image of individuals. Different stakeholders like employees can hold a different corporate image. Moreover, the paper only considers intention to use as a dependant variable.

The effect of corporate associations on purchase intentions depends on the specific type of associations and may be mediated through satisfaction. Results thus indicate that firms have to use different marketing strategies when considering the individuals' previous experience.

The paper extends previous research by showing the specific effect of corporate associations on intention to use the bank's services. It proposes two alternative models for explaining responses of both customers and non‐customers.

The purpose of this paper is to understand how companies can leverage brand image through brand extensions without harming their image. It specifically seeks to analyse the influence of three variables: communication policy, brand breadth and extension‐brand fit.

Data were obtained from 599 individuals who took part in an experiment. The proposed hypotheses were tested by means of ANOVA methodology.

The results show that brand extensions far from the current markets damage the brand associations, although the use of advertising focused on the new product can reduce this negative effect. Moreover, feedback effects are less negative when the brand has not been over‐extended in the past.

With the aim of increasing the external validity of results, non‐fictitious products and ads should be analysed. Moreover, the conceptual framework does not consider other communication tools like sponsorship or publicity.

The results suggest how to manage the launching of brand extensions in order to protect the extended brand image. It shows what kind of advertising is more appropriate for marketing extensions as well as role of brand breadth and perceived fit.

The paper examines the effect of different strategies in the consumer response toward extended brands. It focuses on variables that can be controlled by companies.

This paper seeks to examine expansions of online brands into the offline market via brand extensions and via brand alliances. Specifically, it aims to compare the formation of reciprocal spillover effects for both strategies.

Empirical survey data are analyzed through a series of standard and hierarchical multiple regressions. Different combinations of online brands, product categories and offline brands are studied.

The main results indicate that: the attitude towards the new product is determined by fit and by the functional offline brand image for alliances, while it is determined by fit and by the emotional and commitment dimensions of online brand image for extensions. Moreover, the online brand image is more vulnerable in brand alliances than in extensions.

This work shows the applicability of commonly used theories in brand extensions and alliances to the online‐offline market expansion. Moreover, these theories allow differences across marketing strategies and across distinct brand image dimensions to be explained.

The results obtained may guide the management of these market expansion strategies. Particularly, the present findings are useful to predict the contribution of each brand image dimension on the attitude towards the new product and upon the feedback effects swaying the online brand image.

This study addresses “a hot topic” in branding by comparing two expansion strategies: brand extensions and brand alliances. This comparison is made within the under‐researched area of online branding, and in a novel scenario that is the online‐offline expansion.