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.
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.
|School:||Argosy University Online|
|School Location:||United States -- Arizona|
|Source:||DAI-A 76/01(E), Dissertation Abstracts International|
|Subjects:||Business administration, Marketing|
|Keywords:||Congruence, Perception-of-fit, Product involvement|
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