Various constructs are related to predicting consumers' perceptions of brand extensions. Among these, three constructs, perceptions of perceived quality (PQ) associated with the parent brand, product category similarity (PCS) of an extension to its parent brand, and brand breadth (BB) of the parent, are central to many brand extension studies. The purpose of this study is to clarify the roles of these three constructs and to pit predictions from an alternative theoretical perspective — cognitive response theory — against predictions based on categorization theory.
| Identifer | oai:union.ndltd.org:unt.edu/info:ark/67531/metadc279140 |
| Date | 08 1900 |
| Creators | Lee, Dongdae |
| Contributors | Thompson, Kenneth Neil, Coe, Barbara J., Gygi, Janice Lemmon, Fitzpatrick, Lloyd C. |
| Publisher | University of North Texas |
| Source Sets | University of North Texas |
| Language | English |
| Detected Language | English |
| Type | Thesis or Dissertation |
| Format | xiii, 336 leaves: ill., Text |
| Rights | Public, Copyright, Copyright is held by the author, unless otherwise noted. All rights reserved., Lee, Dongdae |
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