Purpose

This study aims to pay attention to the brand portfolio extension of international hotel chains, and explores the double-edged sword effect of consumer confusion in hotel brands on the purchase decision process.

Design/methodology/approach

Four representative international hotel chains (Marriott, Accor, Wyndham and Hyatt) were selected, and this study adopted consumer confusion from both formative and reflective perspectives. First, the authors dealt with stimuli-causing consumer confusion and evaluated similarity, overload and ambiguity confusion about the brand portfolio of these major hotel companies. Second, the authors examined the influence of consumer confusion on the decision-making process, which is rooted in the awareness–interest–desire–action model.

Findings

Among the source of consumer confusion, similarity confusion was critical for Marriott, Accor and Hyatt, whereas ambiguity confusion was severe for Wyndham. Awareness was positively affected by overload confusion, but negatively affected by ambiguity confusion. Furthermore, the link between interest and desire was moderated by the consequences of consumer confusion.

Practical implications

Based on both positive and negative roles of consumer confusion, this study provides implications for enhancing brand strategy and communications of international chain hotels.

Originality/value

This present study differs from previous studies, in that it deals with consumer confusion associated with brand portfolio expansion, which produces a double-edged sword effect in the hotel context.

中文翻译：

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国际连锁酒店的品牌组合延伸：消费者困惑与消费者决策过程的视角

目的

本研究旨在关注国际连锁酒店的品牌组合延伸，探讨酒店品牌中消费者困惑对购买决策过程的双刃剑效应。

设计/方法论/途径

选择了四家具有代表性的国际连锁酒店（万豪、雅高、温德姆和凯悦），本研究从形成性和反思性两个角度探讨了消费者的困惑。首先，作者处理了引起消费者困惑的刺激因素，并评估了这些主要酒店公司品牌组合的相似性、过载和模糊性困惑。其次，作者研究了消费者困惑对决策过程的影响，这种影响植根于意识-兴趣-欲望-行动模型。

发现

在消费者混淆的根源中，相似性混淆对于万豪、雅高和凯悦来说至关重要，而模糊性混淆对于温德姆来说最为严重。意识受到超载混乱的积极影响，但受到模糊性混乱的负面影响。此外，兴趣和欲望之间的联系受到消费者困惑的影响。

实际影响

基于消费者困惑的积极和消极作用，本研究为加强国际连锁酒店的品牌战略和传播提供了启示。

原创性/价值

本研究与之前的研究不同，它涉及与品牌组合扩张相关的消费者困惑，这在酒店环境中产生了双刃剑效应。