Brand Extension Evaluation: an experimental research study in the service sector

• Autor(a) principal: Pimenta, Renato Ferreira
• Data de Publicação: 2014
• Outros Autores: Lopes, Evandro Luiz, Silva, Dirceu da, Serralvo, Francisco Antonio
• Tipo de documento: Artigo
• Idioma: por; eng
• Título da fonte: Revista Brasileira de Gestão de Negócios (Online)
• Texto Completo: https://rbgn.fecap.br/RBGN/article/view/1527
• topic: Brand extension. Services. Service quality. Perceived similarity.; Extensión de marca. Servicios. Calidad de servicios. Similitud percibida.; Extensão de marcas. Serviços. Qualidade em serviços. Similaridade percebida.

This study analyzed the effects, in consumers’evaluations, of different brand names (arbitrary,descriptive, and suggestive), of perceivedsimilarities (high vs. low) and of perceivedquality regarding brand extension in services.We implemented two experiments involving1,338 respondents. In Experiment 1, by meansof MANOVA, we managed to detect significanteffects of brand names and of similarities inAttitude and Intention to Use of consumers.In Experiment 2, we added manipulation ofperceived quality to the sample. We identifiedtransfer of perceived quality to extended service,and that perceived quality overweighed effects ofsimilarity and brand names in extensions, whichindicates that perceived quality is more relevantin evaluation of brand extension in service whenbrand names are not recognized by consumers.