The high cost associated with creating new brands has made certain strategies, such as brand extension, increasingly attractive. This study, sought to explore this topic in more depth by answering the research question: "What is Parfois' extension potential?", using the fit between extensions and Parfois, the degree of acceptance, purchase intention, preference ranking and the impact of extensions, to assess Parfois' extension potential. As such, a quantitative approach was used, divided into three different studies, using the questionnaire as the data collection technique, to conduct this study. Thus, evaluating the results, it was concluded that the fact that a brand extends within a product category, already existing, leads to a higher fit, increasing the degree of acceptance (Evangeline, S. J., and Ragel, V. R., 2016). Additionally, it has been confirmed that the perceived quality of the parent brand influences the acceptance of extensions (Arslan, F.M., and Altuna, O.K., 2010). Also, consumers' mood and openness to new ideas contributed to a better evaluation of extensions with lower fit (Dimitriu, R et al., 2017). Therefore, Parfois' extension potential is concentrated on the offer of a line of beach, gym and underwear products given the similar/complementary characteristics between these categories and the products offered. However, despite the low fit, Parfois' extension potential can also be concentrated in the sale of household goods.
|Date of Award||5 Jul 2021|
- Universidade Católica Portuguesa
|Supervisor||Ana Filipa Côrte-Real (Supervisor)|
- Brand extension
- Mother brand
- Degree of acceptance
- Perceived quality