Effects of Perceived Quality, Product Category Similarity, and Brand Breadth on Consumers' Perceptions of Brand Extensions: Tests of Categorization Theory and Cognitive Response Theory Page: 3
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Lee, Dongdae, Effects of Perceived Quality. Product
Category Similarity, and Brand Breadth on Consumers/
Perceptions of Brand Extensions: Tests of Categorization
Theory and Cognitive Response Theory. Doctor of Philosophy
(Marketing), August, 1994, 336 pp., 49 tables, 11 figures,
bibliography, 157 titles.
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.
Yet, questions remain with respect to the nature and roles
of these three constructs. Investigations of the effects of
these constructs on consumers' perceptions of brand
extensions produced conflicting results. Moreover,
categorization theory, commonly employed to explain these
constructs' roles in determining consumers' perceptions of
brand extensions, has shortcomings.
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. Based on these two theoretical perspectives, two
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Lee, Dongdae. Effects of Perceived Quality, Product Category Similarity, and Brand Breadth on Consumers' Perceptions of Brand Extensions: Tests of Categorization Theory and Cognitive Response Theory, dissertation, August 1994; Denton, Texas. (digital.library.unt.edu/ark:/67531/metadc279140/m1/3/: accessed November 17, 2018), University of North Texas Libraries, Digital Library, digital.library.unt.edu; .