Percepção da estratégia de extensão de marca em estabelecimentos comerciais: qual o melhor nome para uma loja?

Abstract

The main objective of this study is verify the effect that different strategies of brand name attribution (descriptive or invented) exercises on retail brand extensions more or less similar. This research is justified not only by the absence of studies on retail brand extensions but also by the recurrence with which this strategy has been happening in our society. The formulated hypotheses were tested by an experiment, in full factorial design 3 (high, medium and low similarity between original and extended retail format) x 2 (descriptive name and invented name) among subjects involving 170 respondents. The result of this study that the utilization of name that is full of meaning does not seem appropriate to extension in formats with low similarity to the original format and that the extension off meaning-full name is a good option to new deals similar to the retailer’s original format