<p> The purpose of this study was to analyze the relationships between four different theoretical viewpoints – categorization, congruence, perception-of-fit, and product involvement – and their effects on consumer evaluations of brand extensions of nondurable goods and the underlying factors of how attitudes are transferred from the parent brands to its product extensions. </p><p> By using the single-step multiple mediator model by Preacher and Hayes (2008), the findings suggested, in general, that (1) a more positive effect of congruence, perception-of-fit, and product involvement between the parent brand and the product extension, the more the positive the attitude-toward-product-extension when there was an effect of the attitude-toward-parent-brand on the four intervening variables, (2) a more positive effect of categorization, congruence, and product involvement between the parent brand and the product extension, the more the positive the attitude-towardproduct- extension as a result of the direct effects of the four intervening variables on attitude-toward-product-extensions, (3) congruence and product involvement were mediators, and the results showed that the direct effect of attitude-toward-parent-brand on attitude-toward-product-extension was statistically significantly different from zero, (4) the result on the direct effect of attitude-toward-parent-brand on attitude-toward-productextension was not statistically significant at the 0.05 level, and (5) the result on the total effect of attitude-toward-parent-brand on attitude-toward-product-extension was statistically significant at the 0.05 level. Managerial implications and recommendations were addressed and suggestions were made for future research. </p><p> </p>
| Identifer | oai:union.ndltd.org:PROQUEST/oai:pqdtoai.proquest.com:3674211 |
| Date | 29 October 2014 |
| Creators | Tran, Juliet |
| Publisher | Argosy University Online |
| Source Sets | ProQuest.com |
| Language | English |
| Detected Language | English |
| Type | thesis |
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