by Choi Wai-Kin, Siu Chi-Ming. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1992. / Includes bibliographical references (leaves 67-71). / TABLE OF CONTENTS / LIST OF TABLES / LIST OF FIGURES / ACKNOWLEDGEMENTS / ABSTRACT / Chapter / Chapter I. --- INTRODUCTION / Chapter 1.1 --- Need for the study --- p.1 / Chapter II. --- LITERATURE REVIEW / Chapter 2.1 --- Brand extension --- p.6 / Chapter 2.2 --- Process of categorization --- p.7 / Chapter 2.2.1 --- Category structure --- p.7 / Chapter 2.2.2 --- Graded structure --- p.8 / Chapter 2.2.3 --- Brand breadth --- p.8 / Chapter 2.2.4 --- Effect of brand breadth on perceived typicality --- p.9 / Chapter 2.3 --- Piecemeal evaluation process --- p.10 / Chapter 2.4 --- Bases for the evaluations of goodness of fit --- p.12 / Chapter III. --- CONCEPT DEVELOPMENT --- p.16 / Chapter 3.1 --- Formulation of the perceived risk model --- p.16 / Chapter 3.1.1 --- The components of perceived risk --- p.16 / Chapter 3.1.2 --- The facets of perceived risk --- p.17 / Chapter 3.1.3 --- Discussion --- p.18 / Chapter 3.2 --- Formulation of risk perception --- p.20 / Chapter IV. --- METHODOLOGY --- p.25 / Chapter 4.1 --- Overview --- p.25 / Chapter 4.2 --- Phase I: qualitative research --- p.25 / Chapter 4.3 --- Phase II: quantitative research --- p.26 / Chapter 4.4 --- Subjects and Procedures --- p.27 / Chapter 4.4.1 --- Phase I --- p.27 / Chapter 4.4.2 --- Phase II --- p.28 / Chapter V. --- HIGHLIGHTS OF FINDING FROM PHASE I --- p.30 / Chapter VI. --- HIGHLIGHTS OF FINDING FROM PHASE II --- p.32 / Chapter 6.1 --- Data Analysis --- p.32 / Chapter 6.2 --- Regression Analysis --- p.33 / Chapter 6.3 --- Empirical results and discussion --- p.35 / Chapter 6.3.1 --- Product extensions of high perceived technology brand --- p.35 / Chapter 6.3.2 --- Product extensions of low perceived technology brand --- p.44 / Chapter VII. --- IMPLICATIONS AND RECOMMENDATIONS --- p.52 / Chapter 7.1 --- Implications --- p.52 / Chapter 7.2 --- Recommendations --- p.55 / Chapter 7.2.1 --- Type I extension --- p.55 / Chapter 7.2.2 --- Type II extension --- p.57 / Chapter 7.2.3 --- Type III extension --- p.58 / Chapter 7.2.4 --- Type IV extension --- p.59 / Chapter VIII. --- LIMITATIONS --- p.61 / Chapter IX. --- CONCLUSION --- p.63 / Chapter X. --- SUGGESTION FOR FUTURE RESEARCH --- p.65 / Appendices / Bibliography / Chapter Appendix 1 --- Operational Definitions / Chapter Appendix 2 --- Questionnaire
| Identifer | oai:union.ndltd.org:cuhk.edu.hk/oai:cuhk-dr:cuhk_318893 |
| Date | January 1992 |
| Contributors | Choi, Wai-Kin., Siu, Chi-Ming., Chinese University of Hong Kong Graduate School. Division of Business Administration. |
| Publisher | Chinese University of Hong Kong |
| Source Sets | The Chinese University of Hong Kong |
| Language | English |
| Detected Language | English |
| Type | Text, bibliography |
| Format | print, vi, 73, [18] leaves : ill. ; 30 cm. |
| Coverage | China, Hong Kong, China, Hong Kong, China, Hong Kong, China, Hong Kong |
| Rights | Use of this resource is governed by the terms and conditions of the Creative Commons “Attribution-NonCommercial-NoDerivatives 4.0 International” License (http://creativecommons.org/licenses/by-nc-nd/4.0/) |
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