Extensão de Marcas Corporativas de Serviços: o Efeito da Similaridade Percebida da Extensão e da Qualidade Percebida da Marca
The main objective of this study is to assess the effect of parent brand perceived quality and perceived similarity on the evaluation of corporate service brand extensions. It is also the intention of this study to verify whether providing information cues about the characteristics of the extension...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
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Associação Nacional de Pós-Graduação e Pesquisa em Administração (ANPAD)
2011-07-01
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| Series: | RAC: Revista de Administração Contemporânea |
| Subjects: | |
| Online Access: | http://www.anpad.org.br/periodicos/arq_pdf/a_1209.pdf |
| _version_ | 1797722572951912448 |
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| author | Luiz Fernando T. Mocellin Diego Martins G. Lopez Tassia de Moraes Menck José Mauro da Costa Hernandez |
| author_facet | Luiz Fernando T. Mocellin Diego Martins G. Lopez Tassia de Moraes Menck José Mauro da Costa Hernandez |
| author_sort | Luiz Fernando T. Mocellin |
| collection | DOAJ |
| description | The main objective of this study is to assess the effect of parent brand perceived quality and perceived similarity on the evaluation of corporate service brand extensions. It is also the intention of this study to verify whether providing information cues about the characteristics of the extension contributes to the brand extension evaluation. The hypotheses were tested by means of three experiments involving 1,131 subjects. The results of Study 1, conducted with fictitious brands as stimuli, demonstrated that the perceived quality of the parent brand played a more significant role than perceived similarity on the evaluations of brand extensions. In Study 2, where real brands were used as stimuli, the results were the same as in Study 1. Study 3 found that providing information cues about the characteristics of the extensions had a positive effect for one of the extensions of the high quality parent brand but not for the two proposed extensions of the low quality parent brand. Taken as a whole, the results suggest that the perceived quality of the parent-brand plays a fundamental role in the evaluation of corporate service brand extensions. The study also contributes several hypotheses for future studies and managerial implications for managers of corporate service brands. |
| first_indexed | 2024-03-12T09:50:16Z |
| format | Article |
| id | doaj.art-a68dc1160b994734847f21ec61b9de46 |
| institution | Directory Open Access Journal |
| issn | 1415-6555 1982-7849 |
| language | English |
| last_indexed | 2024-03-12T09:50:16Z |
| publishDate | 2011-07-01 |
| publisher | Associação Nacional de Pós-Graduação e Pesquisa em Administração (ANPAD) |
| record_format | Article |
| series | RAC: Revista de Administração Contemporânea |
| spelling | doaj.art-a68dc1160b994734847f21ec61b9de462023-09-02T12:38:21ZengAssociação Nacional de Pós-Graduação e Pesquisa em Administração (ANPAD)RAC: Revista de Administração Contemporânea1415-65551982-78492011-07-01154561579Extensão de Marcas Corporativas de Serviços: o Efeito da Similaridade Percebida da Extensão e da Qualidade Percebida da MarcaLuiz Fernando T. MocellinDiego Martins G. LopezTassia de Moraes MenckJosé Mauro da Costa HernandezThe main objective of this study is to assess the effect of parent brand perceived quality and perceived similarity on the evaluation of corporate service brand extensions. It is also the intention of this study to verify whether providing information cues about the characteristics of the extension contributes to the brand extension evaluation. The hypotheses were tested by means of three experiments involving 1,131 subjects. The results of Study 1, conducted with fictitious brands as stimuli, demonstrated that the perceived quality of the parent brand played a more significant role than perceived similarity on the evaluations of brand extensions. In Study 2, where real brands were used as stimuli, the results were the same as in Study 1. Study 3 found that providing information cues about the characteristics of the extensions had a positive effect for one of the extensions of the high quality parent brand but not for the two proposed extensions of the low quality parent brand. Taken as a whole, the results suggest that the perceived quality of the parent-brand plays a fundamental role in the evaluation of corporate service brand extensions. The study also contributes several hypotheses for future studies and managerial implications for managers of corporate service brands.http://www.anpad.org.br/periodicos/arq_pdf/a_1209.pdfbrand extensionsservicesbrand qualityperceived similarity. |
| spellingShingle | Luiz Fernando T. Mocellin Diego Martins G. Lopez Tassia de Moraes Menck José Mauro da Costa Hernandez Extensão de Marcas Corporativas de Serviços: o Efeito da Similaridade Percebida da Extensão e da Qualidade Percebida da Marca RAC: Revista de Administração Contemporânea brand extensions services brand quality perceived similarity. |
| title | Extensão de Marcas Corporativas de Serviços: o Efeito da Similaridade Percebida da Extensão e da Qualidade Percebida da Marca |
| title_full | Extensão de Marcas Corporativas de Serviços: o Efeito da Similaridade Percebida da Extensão e da Qualidade Percebida da Marca |
| title_fullStr | Extensão de Marcas Corporativas de Serviços: o Efeito da Similaridade Percebida da Extensão e da Qualidade Percebida da Marca |
| title_full_unstemmed | Extensão de Marcas Corporativas de Serviços: o Efeito da Similaridade Percebida da Extensão e da Qualidade Percebida da Marca |
| title_short | Extensão de Marcas Corporativas de Serviços: o Efeito da Similaridade Percebida da Extensão e da Qualidade Percebida da Marca |
| title_sort | extensao de marcas corporativas de servicos o efeito da similaridade percebida da extensao e da qualidade percebida da marca |
| topic | brand extensions services brand quality perceived similarity. |
| url | http://www.anpad.org.br/periodicos/arq_pdf/a_1209.pdf |
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