Return to search

Effects of Perceived Quality, Product Category Similarity, and Brand Breadth on Consumers' Perceptions of Brand Extensions: Tests of Categorization Theory and Cognitive Response Theory

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.

Identiferoai:union.ndltd.org:unt.edu/info:ark/67531/metadc279140
Date08 1900
CreatorsLee, Dongdae
ContributorsThompson, Kenneth Neil, Coe, Barbara J., Gygi, Janice Lemmon, Fitzpatrick, Lloyd C.
PublisherUniversity of North Texas
Source SetsUniversity of North Texas
LanguageEnglish
Detected LanguageEnglish
TypeThesis or Dissertation
Formatxiii, 336 leaves: ill., Text
RightsPublic, Copyright, Copyright is held by the author, unless otherwise noted. All rights reserved., Lee, Dongdae

Page generated in 0.0019 seconds