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Abstract(s)
O elevado custo associado à criação de novas marcas, fez com que certas estratégias, como a extensão de marca, se tornassem cada vez mais atrativas. O presente estudo, procurou aprofundar esta temática, propondo-se responder à questão de investigação: “Parfois: Qual o potencial de extensão da marca?”, utilizado o fit entre as extensões e a Parfois, o grau de aceitação, a intenção de compra, o ranking de preferências e o impacto das extensões, para avaliar o potencial de extensão da Parfois. Como tal, recorreu-se à abordagem quantitativa, divida em três estudos diferentes, utilizando o questionário como a técnica de recolha de dados, para a realização deste estudo. Assim, avaliando os resultados, concluiu-se que o facto de uma marca se alargar dentro de uma categoria de produto, já existente, conduz a um fit mais elevado, aumentando o grau de aceitação (Evangeline, S. J., e Ragel, V. R., 2016). Adicionalmente, confirmou-se que a qualidade percebida da marca mãe influencia a aceitação das extensões (Arslan, F.M., e Altuna, O.K., 2010). Também o estado de espírito e a abertura dos consumidores a novas ideias contribuíram para uma melhor avaliação das extensões com fit mais baixo (Dimitriu, R et al., 2017). Assim, o potencial de extensão da Parfois, está concentrado na oferta de uma linha de produtos de praia, ginásio e, roupa interior dada as características semelhantes/ complementares entre estas categorias e os produtos oferecidos. No entanto, apesar do baixo fit, o potencial de extensão da Parfois também se pode concentrar na venda de artigos de casa.
The high cost associated with creating new brands has made certain strategies, such as brand extension, increasingly attractive. This study, sought to explore this topic in more depth by answering the research question: "What is Parfois' extension potential?", using the fit between extensions and Parfois, the degree of acceptance, purchase intention, preference ranking and the impact of extensions, to assess Parfois' extension potential. As such, a quantitative approach was used, divided into three different studies, using the questionnaire as the data collection technique, to conduct this study. Thus, evaluating the results, it was concluded that the fact that a brand extends within a product category, already existing, leads to a higher fit, increasing the degree of acceptance (Evangeline, S. J., and Ragel, V. R., 2016). Additionally, it has been confirmed that the perceived quality of the parent brand influences the acceptance of extensions (Arslan, F.M., and Altuna, O.K., 2010). Also, consumers' mood and openness to new ideas contributed to a better evaluation of extensions with lower fit (Dimitriu, R et al., 2017). Therefore, Parfois' extension potential is concentrated on the offer of a line of beach, gym and underwear products given the similar/complementary characteristics between these categories and the products offered. However, despite the low fit, Parfois' extension potential can also be concentrated in the sale of household goods.
The high cost associated with creating new brands has made certain strategies, such as brand extension, increasingly attractive. This study, sought to explore this topic in more depth by answering the research question: "What is Parfois' extension potential?", using the fit between extensions and Parfois, the degree of acceptance, purchase intention, preference ranking and the impact of extensions, to assess Parfois' extension potential. As such, a quantitative approach was used, divided into three different studies, using the questionnaire as the data collection technique, to conduct this study. Thus, evaluating the results, it was concluded that the fact that a brand extends within a product category, already existing, leads to a higher fit, increasing the degree of acceptance (Evangeline, S. J., and Ragel, V. R., 2016). Additionally, it has been confirmed that the perceived quality of the parent brand influences the acceptance of extensions (Arslan, F.M., and Altuna, O.K., 2010). Also, consumers' mood and openness to new ideas contributed to a better evaluation of extensions with lower fit (Dimitriu, R et al., 2017). Therefore, Parfois' extension potential is concentrated on the offer of a line of beach, gym and underwear products given the similar/complementary characteristics between these categories and the products offered. However, despite the low fit, Parfois' extension potential can also be concentrated in the sale of household goods.
Description
Keywords
Marca Extensão de marca Parfois Fit Marca mãe Grau de aceitação Qualidade percebida Brand Brand extension Mother brand Degree of acceptance Perceived quality