A extensão de marcas de serviços intensivos em TI: moderadores da percepção de valor e do engajamento dos consumidores
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2020-05-23
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Botelho, Delane
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Brand extension is one of the growth strategies most used by market-leading ITintensive service companies. The presence in the consumers’ daily lives and the habiual interactions with these brands can favor the perceived value of and the engagement with the extension. Consumer perceived value and engagement are critical variables in building and perpetuating the consumer-brand relationship. However, little is known about how consumers evaluate the IT-intensive brands extension and how the assessment is influenced by the perceived value and the engagement. Therefore, this research investigated, through three studies, how contingency factors moderate the influences of (a) the perceived value of parent brand on perceived value of extension and (b) the engagement with the parent brand on the engagement with the extension. Study 1 has demonstrated positive effects on dependent variables, despite the low and medium levels of fit between parental and extended brands. The second study has corroborated the same influences, regardless of the perception of proximity or psychological distance (temporal, spatial, social and hypothetical) in relation to the extended brand. In other words, higher levels of perceived value and engagement favor the perception of the approximation of the extension, even if it is in a context of great temporal, spatial, social and hypothetical distance. Study 3 has showed that the perceived value of and the engagement with the extension are neither influenced by the availability of information about incumbent brand in the new category nor the attitude toward that brand. Moreover, the perceived value of and the engagement with the extension strongly explain positive behavioral intentions towards the extended brand. This thesis expands the brand extension knowledge, by demonstrating the relative stability of perceived value and engagement in evaluations of the extensions, even in the face of unfavorable contingencies.