Extensão vertical de marcas e seus efeitos na marca mãe

Authors

  • Fábio Pimenta de Pádua Júnior Universidade Federal do Paraná http://orcid.org/0000-0002-3998-2692
  • Karlan Müller Muniz Pontifícia Universidade Católica do Paraná
  • Paulo Henrique Muller Prado Universidade Federal do Paraná

DOI:

https://doi.org/10.20397/2177-6652/2016.v16i3.850

Keywords:

Marca, Extensão vertical de marca, Envolvimento, Inovatividade, Autoconceito.

Abstract

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.

Author Biographies

Fábio Pimenta de Pádua Júnior, Universidade Federal do Paraná

Pesquisador de Pós-Doutorado na linha de Comportamento do Consumidor no Programa de Pós-Graduação em Administração da Universidade Federal do Paraná

Karlan Müller Muniz, Pontifícia Universidade Católica do Paraná

Pesquisador e consultor na área de comportamento do consumidor e Branding.

Paulo Henrique Muller Prado, Universidade Federal do Paraná

Professor Adjunto do Programa de Pós-Graduação em Administração da Universidade Federal do Paraná

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Published

2016-12-12

How to Cite

Pádua Júnior, F. P. de, Muniz, K. M., & Prado, P. H. M. (2016). Extensão vertical de marcas e seus efeitos na marca mãe. Journal of Management & Technology, 16(3), 168–193. https://doi.org/10.20397/2177-6652/2016.v16i3.850

Issue

Vol. 16 No. 3 (2016): Setembro/Dezembro

Section

ARTIGO

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