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Extensão vertical de marcas e seus efeitos na marca mãe
Resumo
Elevados custos promocionais e riscos financeiros envolvidos no lançamento de novos produtos levam as empresas a aproveitarem a reputação de suas marcas e lançarem extensões de marca. O objetivo deste estudo teórico é analisar as relações existentes entre a estratégia de extensão vertical de marcas e seus resultados ou impacto na atitude em relação à marca mãe, moderadas por construtos relacionados com o consumidor (envolvimento e inovatividade do consumidor), construtos relativos ao relacionamento marca-consumidor (grau de conexão entre autoconceito do consumidor e a marca) e elementos da estratégia de posicionamento atual da marca mãe (posicionamento ou perfil de imagem da marca mãe). Com base na teoria estudada, são geradas proposições de pesquisa a serem comprovadas empiricamente a posteriori. Por fim, é indicada uma metodologia para a realização dessa pesquisa. Este trabalho avança o conhecimento atual sobre o tema, pois além das contribuições teóricas, existem aplicações práticas de grande relevância.
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DOI: https://doi.org/10.20397/2177-6652/2016.v16i3.850
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