Dissertation/Thesis Abstract

A study of consumer evaluations of brand extensions of nondurable goods
by Tran, Juliet, Ph.D., Argosy University Online, 2014, 190; 3674211
Abstract (Summary)

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.

Indexing (document details)
Advisor:
Commitee:
School: Argosy University Online
School Location: United States -- Arizona
Source: DAI-A 76/01(E), Dissertation Abstracts International
Source Type: DISSERTATION
Subjects: Business administration, Marketing
Keywords: Congruence, Perception-of-fit, Product involvement
Publication Number: 3674211
ISBN: 978-1-321-26049-6
Copyright © 2019 ProQuest LLC. All rights reserved. Terms and Conditions Privacy Policy Cookie Policy
ProQuest