Efeitos da extens??o de marca vertical na luxuosidade percebida

• Ano de defesa: 2015
• Autor(a) principal: Pimenta, Renato Ferreira
• Orientador(a): Strehlau, Suzane
• Banca de defesa: Strehlau, Suzane , Lopes, Evandro Luiz , Silva, Dirceu da , Rocha, Thelma Val??ria , Serralvo, Francisco Antonio
• Tipo de documento: Tese
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Universidade Nove de Julho
• Programa de Pós-Graduação: Programa de P??s-Gradua????o em Administra????o
• Departamento: Administra????o
• País: Brasil
• Palavras-chave em Português: extens??o de marca; extens??o de marca vertical; luxuosidade percebida; marcas; luxo
• Palavras-chave em Inglês: brand extension; brand vertical extension; perceived luxuriousness; brands; lux
• Área do conhecimento CNPq: CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO
• Link de acesso: http://bibliotecatede.uninove.br/handle/tede/1384

This study has the objective to analyze the effects of vertical brand extension strategies, down and up, in Luxuriousness Perceived in luxury brands. Six hypotheses were tested using a quantitative approach structured questionnaires and carrying three experiments involving a total of 1009 subjects. For data analysis we used Analysis of Variance technique (ANOVA). In Experiment 1, the results suggest decreased Perceived Luxuriousness vertical brand extension down relative to the parent brand and no significant difference in Luxuriousness Perceived vertical brand extension up, in relation to the parent brand. In Experiment 2, it was found that the brand extension strategy vertically down negatively affects Luxuriousness Perceived the parent tag. And in Experiment 3 it was found that consumer attitude towards vertical brand extension down is significantly lower than the Attitude toward the parent brand.