Brand Extension Evaluation: an experimental research study in the service sector

Pimenta, Renato Ferreira; Lopes, Evandro Luiz; Silva, Dirceu da; Serralvo, Francisco Antonio

doi:10.7819/rbgn.v16i51.1527

ABSTRACT

This study analyzed the effects, in consumers’ evaluations, of different brand names (arbitrary, descriptive, and suggestive), of perceived similarities (high vs. low) and of perceived quality regarding brand extension in services. We implemented two experiments involving 1,338 respondents. In Experiment 1, by means of MANOVA, we managed to detect significant effects of brand names and of similarities in Attitude and Intention to Use of consumers. In Experiment 2, we added manipulation of perceived quality to the sample. We identified transfer of perceived quality to extended service, and that perceived quality overweighed effects of similarity and brand names in extensions, which indicates that perceived quality is more relevant in evaluation of brand extension in service when brand names are not recognized by consumers.

Keywords:
Brand extension; Services; Service quality;Perceived similarity

RESUMO

Este estudo tratou da análise dos efeitos, na avaliação dos consumidores, de diferentes nomes de marcas (arbitrária, descritiva e sugestiva), da similaridade (alta versus baixa) e da qualidade percebidas em relação a extensões de marcas em serviços. Foram realizados dois experimentos que envolveram 1.338 respondentes. No Experimento 1, por meio da análise de variância multivariada (Manova), verificaram-se efeitos significantes dos nomes de marcas e da similaridade na atitude e na intenção de uso dos consumidores. No Experimento 2, adicionada a manipulação da qualidade percebida, verificou-se a transferência desta para o serviço estendido e sua sobreposição aos efeitos da similaridade e dos nomes de marcas nas extensões, indicando que esse construto é mais relevante na avaliação das extensões de marcas em serviço quando os nomes das marcas não são reconhecidos pelos consumidores.

Palavras-chave:
Extensão de marcas; Serviços; Qualidade em serviços; Similaridade percebida

RESUMEN

Este estudio trata del análisis de los efectos en la evaluación de los consumidores de distintos nombres de marcas (arbitraria, descriptiva y sugestiva), de la similitud percibida en relación a extensiones de marcas en servicio. Se realizaron dos experimentos que abarcaron 1.338 encuestados. En el Experimento 1, mediante el análisis de MANOVA, se han verificado efectos significativos de los nombres de marcas y la similitud en la actitud y en la intención de uso de los consumidores. En el Experimento 2, sumada a la manipulación de la calidad percibida, se ha verificado la transferencia de esta para el servicio extendido y su sobreposición a los efectos de la similitud y de los nombres de marcas en las extensiones, indicando que este constructo es más relevante en la evaluación de las extensiones de marcas en servicio, cuando los nombres de las marcas no son reconocidos por los consumidores.

Palabras clave:
Extensión de marca; Servicios; Calidad de servicios; Similitud percibida

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Full text available only in PDF format.

REFERÊNCIAS

AAKER, D. A. Marcas: brand equity gerenciando o valor da marca. São Paulo: Negócio, 1998.
AAKER, D. A.; KELLER, K. L. Consumer evaluations of brand extensions. Journal of Marketing, Chicago, v. 54, n. 1, p. 27-51, Jan. 1990.
ALLARD, C. R; VAN RIEL, A.; OUWERSLOOT, H. Extending electronic portals with new services. Journal of Retailing and Consumer Services, [S. l.], v. 12, 4, 245-254, July 2005.
AMERICAN MARKETING ASSOCIATION (AMA). c2014. Disponível em: < Disponível em: https://www.ama.org/Pages/default.aspx >. Acesso em: 25 jun. 2014.
» https://www.ama.org/Pages/default.aspx
BATRA, R.; LENK, P.; WEDEL, M. Brand extension strategy planning: empirical estimation of brand-category personality fit and atypicality. Journal of Marketing Research, [S. l.], v. 47, n. 2, p. 335-347, Apr. 2010.
BOTTOMLEY, P. A.; HOLDEN, S. J. S. Do we really know how consumers evaluate brand extensions? Empirical generalizations based on secondary analysis of eight studies. Journal of Marketing Research, [S. l.], v. 38, n. 4, p. 494-500, Nov. 2001.
BOUSH, D. M.; LOKEN, B. A process tracing study of brand extension evaluation. Journal of Marketing Research, [S. l.], v. 28, n. 1, p. 16-28, Feb. 1991.
CRONIN, J.; TAYLOR, S. Measuring service quality: a reexamination and extension. Journal of Marketing, Chicago, v. 56, n. 3, p. 55-68, July 1992.
FIELD, A. Descobrindo a estatística usando o SPSS. 2. ed. Porto Alegre: Artmed, 2009.
HAIR, J. F. et al. Análise multivariada de dados. 5. ed. Porto Alegre: Bookman, 2005.
HERNANDEZ, J. M. C. et al. Extensão de marcas corporativas de serviços: o efeito da similaridade percebida da extensão e da qualidade percebida da marca. RAC - Revista de Administração Contemporânea. Curitiba, v. 15, n. 4, p. 561-579, jul./ago. 2011.
KELLER, K. L. Strategic brand management: building, measuring, and managing brand equity. New York: Prentice Hall, 2003.
KELLER, K. L.; AAKER, D. A. The effects of sequential introduction of brand extensions. Journal of Marketing Research, [S. l], v. 29, n. 1, p. 35-50, Feb. 1992.
KELLER, K. L.; HECKLER, S.; HAUSTON, M. J. The effects of brand name suggestiveness on advertising recall. Journal of Marketing, Chicago, v. 62, n. 1, p. 48-57, Jan. 1998.
KELLER, K. L.; MACHADO, M. Gestão estratégica de marcas. São Paulo: Pearson Prentice Hall, 2006.
LEE, H.; LEE, Y.; YOO, D. The determinants of perceived service quality and its relationship with satisfaction. Journal of Services Marketing, Bradford, n. 14, n. 3, p. 217-31, 2000.
LEI, J. et al. Service intensiveness and brand extension evaluations. Journal of Service Research, Bradford, v. 6, n. 3, p. 243-255, Feb. 2004.
LOPES, E. L.; HERNANDEZ, J. M. C. Percepção da estratégia de extensão de marca em estabelecimentos comerciais: qual o melhor nome para uma loja? In: IV Encontro de Marketing (EMA) da ANPAD. 5, 2010, Florianopólis. Anais eletrônico... Florianópolis: ANPAD, 2010. Disponível em: <Disponível em: http://www.anpad.org.br/diversos/trabalhos/EMA/ema_2010/2010_EMA355.pdf >. Acesso em: 10 set. 2012.
» http://www.anpad.org.br/diversos/trabalhos/EMA/ema_2010/2010_EMA355.pdf
LOPES, E. L.; HERNANDEZ, J. M. C.; NOHARA, J. J. Escalas concorentes para a mensuração da qualidade percebida: uma comparação entre a Servqual ea RSQ. RAE - Revista de Administração de Empresas, São Paulo, v. 49, n. 4, p. 401-416, out./dez. 2009.
MARTÍNEZ, E.; PINA, J. M. Influence of corporate image on brand extensions: a model applied to the service sector. Journal of Marketing Communications. London, v. 11, n. 4, p. 263-281, 2005.
MOORE, W. L.; LEHMANN, D. R. Effects of usage and name on perceptions of new products. Marketing Science, Linthicum, v. 1, n. 4, p. 351-370, Nov. 1982.
MORRIN, M. The impact of brand extensions on parent brand memory structures and retrieval processes. Journal of Marketing Research, [S. l], v. 36, n.4, p. 517-525, Nov. 1999.
NEERAKKAL, J. A. Consumer evaluations of product line brand extension. The IUP Journal of Brand Managemente, [S. l.], v. 8, n. 1, 22-35, Mar. 2011.
OLIVEIRA, B. A. C. de; MATTAR, F. N. Um estudo acerca das estratégias de extensões de marca e de linha de produtos. RAM - Revista de Administração Mackenzie, São Paulo, v. 2, n. 1, 39-54, 2001.
PARASURAMAN, A.; ZEITHAML V. A.; BERRY, L. L. Delivering quality service. Balancing customer perceptions and expectations. New York: The Free Press, 1990.
PINA, J. M. et al. The effect of service brand extensions on corporate image: an empirical model. European Journal of Marketing, [S. l.], v. 40, n.1/2, p. 174-197, 2006.
RUYTER, K.; WETZELS, M. The role of corporate image and extension similarity in service brand extensions. Journal of Economic Psychology, Amsterdam , v. 21, n. 6, p. 639-659, Dec. 2000.
SHEERAN, P.; HARRIS, P.R.; EPTON, T. Does heightening risk appraisals change people’s intentions and behavior? A meta-analysis of experimental studies. Psychological Bulletin, Washington, D.C, v. 140, n. 2, p. 511, Mar. 2014.
SMITH, D. C. Brand extension and advertising efficiency: what can and cannot be expected. Journal of Advertising Research, New York, v.32, n. 6, p. 11-20, Nov. 1992.
SMITH, D. C.; PARK, C. W. The effects of brand extensions on market share and advertising efficiency, Journal of Marketing Research, [S. l.], v. 29, 296-313, Aug. 1992.
SULLIVAN, M. W. Brand extensions: when to use them. Management Science, Linthicum, v. 38, n. 6, jun., p. 793-806, June 1992.
SUNDIE, L.; BRODIE, R. J. Consumer evaluations of brand extensions: Further empirical results . International Journal of Research in Marketing, Amsterdam, v. 10, n. 1, p. 47-53, Mar. 1993.
VAN RIEL, A. C. R.; LEMMINK, J.; OUWERSLOOT, H. Consumer evaluation of service brand extensions, Journal of Service Research, Thousand Oaks, v. 3, n. 3, p. 220-231, Feb. 2001.
VAN RIEL, A. C. R.; OUWERSLOOT, H. Extending electronic portals with new services: exploring the usefulness of brand extension models. Journal of Retailing and Consumer Services, [S. l.], v. 12, n. 4, p. 245-254, July 2005.
VÖLCKNER, F.; SATTLER, H. Drivers of brand extension success. Journal of Marketing, Chicago, v. 70, n. 2, p. 18-34, Apr. 2006.
VÖLCKNER, F.;.et al. The role of parent brand quality for service brand extension success. Journal of Service Research, Thousand Oaks, v. 13, n. 4, 379-396, June 2010.

4
Evaluation process: Double Blind Review

APPENDIX A - Manipulation of experiment 1 variables

Dear Consumer,

We are advising a Supermarket Network headquartered in São Paulo, which currently has a large number of stores. This is <brand> SUPERMARKET. The stores of <brand> SUPERMARKET offer a wide range of products suitable for their clientele, with food, dairy, meats, breads, beverages, grocery and frozen food, in addition to hygiene, cleaning and beauty products, among others. It operates with quality and fair pricing practices. It keeps products separated by categories on shelves arranged to provide a flow of customers in their stores, has parking lot and is well located, which ensures convenience to all customers.

To diversify its operation in the market, this retailer plans to open a <RESTAURANT / TRAVEL AGENCY> to be called <BRAND RESTAURANT / BRAND TRAVEL AGENCY>.

[a] In the <brand> TRAVEL AGENCY, you will find a variety of choices of destinations for your trips in a very appropriate environment. The units of <brand> TRAVEL AGENCY are well located and will have common services for travel agencies of its size.

[or b] In <brand> RESTAURANT, you will enjoy a variety of dishes in a very appropriate environment. The units of <brand> RESTAURANT are well located and will have common services to restaurants of its size.

We would like to know your opinion about the <BRAND RESTAURANT / BRAND TRAVEL AGENCY>. All answers are strictly confidential and will be analyzed only in aggregate form. Read the following statements and classify them assigning them grades from 1 (Strongly Disagree) to 7 (Strongly Agree). If your answer is intermediate, please check one of the numbers between 2 and 6. There are no right or wrong answers, we just want to know your opinion about <BRAND RESTAURANT / BRAND TRAVEL AGENCY>.

APPENDIX B - Variables of the scale to measure brand extension assessment in services - breakdown by attitude and intent.

Thumbnail

Construct Code Statements Attitude A1 The <SERVICE FORMAT+ BRAND> will be feasible. A2 The <SERVICE FORMAT+ BRAND> will be excellent. A3 The <SERVICE FORMAT+ BRAND> will be successful. A4 The <SERVICE FORMAT+ BRAND> will be well accepted by consumers. A5 I am very favorable to the launching of the <SERVICE FORMAT+ BRAND>. A6 I would certainly recommend the <SERVICE FORMAT+ BRAND> to relatives and friends. A7 I would love to go to the <SERVICE FORMAT+ BRAND>. A8 I would certainly consider the <SERVICE FORMAT+ BRAND> interesting. Intention I1 I would surely go more to the <SERVICE FORMAT+ BRAND> than the <SERVICE FORMAT> I currently go to. I2 I will undoubtedly no longer go to the <SERVICE FORMAT> I currently go to go to the <SERVICE FORMAT+ BRAND>. I3 I would certainly spend most of my <SERVICE FORMAT> budget in the <SERVICE FORMAT+ BRAND>. I4 It will definitely be worth using the <SERVICE FORMAT+ BRAND> instead of the one I currently use, even if prices are the same.

APPENDIX C - Variables to check stimuli manipulation

Thumbnail

Stimulus Statements Arbitrary brand I surely know the <ARBITRARY BRAND NAME> brand. Descriptive brand The <DESCRIPTIVE BRAND NAME> brand surely describes the services rendered by a <PARENT BRAND SERVICE FORMAT>. Suggestive brand The <SUGGESTIVE BRAND NAME> brand surely suggests benefits of the services rendered by a <PARENT BRAND SERVICE FORMAT>. Similarity of the extended service The activity of an <EXTENDED SERVICE FORMAT> is certainly very similar to the activity of a <PARENT BRAND SERVICE FORMAT>. Perceived quality The quality of the <EXTENDED SERVICE FORMAT + BRAND NAME> is excellent.

APPENDIX D - Manipulation of experiment 2 variables

Dear Consumer,

We are advising a Network of Petrol Stations headquartered in São Paulo, which currently has a large number of stores. This is the <brand> PETROL STATION. The <brand> PETROL STATION have great facilities, equipment for serving vehicles are the latest generation, the placement of fuel pumps provides optimum circulation for consumers and their vehicles. The <brand> PETROL STATION have effective systems to ensure total safety for all customers as to forms of payment, avoiding any kind of fraud. The Stations have closed circuit TV, and also provide a direct channel of communication with the management of the stations. They offer loyalty card to customers and keep records up to date, allowing the customer a customized service. They always keep in touch with their customers to communicate new services and, increasingly, to understand the preferences of their audience. Employees are encouraged to give special attention to all customers; they are trained to ensure complete safety when handling products sold, and are trained to adverse situations. The <brand> PETROL STATIONS have all licenses and certifications required for their operation. Everyone who works in <brand> PETROL STATIONS are always uniformed and have skills to carry out the services with agility and excellence.

To diversify its operations in the market, this retailer plans to open a <CARWASH / BOOKSHOP> to be called <BRAND CARWASH / BRAND BOOKSHOP>. Using all the knowledge in the automotive service petrol station network, we intend to offer a service with the same quality to which the customer is already used. Just as PETROL STATIONS, you will always find <BRAND CARWASH / BRAND BOOKSHOP> near you.

We would like to know your opinion about <the BRAND CARWASH / BRAND BOOKSHOP>. All answers are strictly confidential and will be analyzed only in aggregate form. Read the following statements and classify them assigning them grades from 1 (Strongly Disagree) to 7 (Strongly Agree). If your answer is intermediate, please check one of the numbers between 2 and 6. There are no right or wrong answers, we just want to know your opinion about <BRAND CARWASH / BRAND BOOKSHOP>.

Publication Dates

Publication in this collection
Apr-Jun 2014

History

Received
07 Jan 2013
Accepted
30 June 2014

Este é um artigo publicado em acesso aberto sob uma licença Creative Commons

[1] AAKER, D. A. Marcas: brand equity gerenciando o valor da marca. São Paulo: Negócio, 1998.

[2] AAKER, D. A.; KELLER, K. L. Consumer evaluations of brand extensions. Journal of Marketing, Chicago, v. 54, n. 1, p. 27-51, Jan. 1990.

[3] ALLARD, C. R; VAN RIEL, A.; OUWERSLOOT, H. Extending electronic portals with new services. Journal of Retailing and Consumer Services, [S. l.], v. 12, 4, 245-254, July 2005.

[4] AMERICAN MARKETING ASSOCIATION (AMA). c2014. Disponível em: < Disponível em: https://www.ama.org/Pages/default.aspx >. Acesso em: 25 jun. 2014.
» https://www.ama.org/Pages/default.aspx

[5] BATRA, R.; LENK, P.; WEDEL, M. Brand extension strategy planning: empirical estimation of brand-category personality fit and atypicality. Journal of Marketing Research, [S. l.], v. 47, n. 2, p. 335-347, Apr. 2010.

[6] BOTTOMLEY, P. A.; HOLDEN, S. J. S. Do we really know how consumers evaluate brand extensions? Empirical generalizations based on secondary analysis of eight studies. Journal of Marketing Research, [S. l.], v. 38, n. 4, p. 494-500, Nov. 2001.

[7] BOUSH, D. M.; LOKEN, B. A process tracing study of brand extension evaluation. Journal of Marketing Research, [S. l.], v. 28, n. 1, p. 16-28, Feb. 1991.

[8] CRONIN, J.; TAYLOR, S. Measuring service quality: a reexamination and extension. Journal of Marketing, Chicago, v. 56, n. 3, p. 55-68, July 1992.

[9] FIELD, A. Descobrindo a estatística usando o SPSS. 2. ed. Porto Alegre: Artmed, 2009.

[10] HAIR, J. F. et al. Análise multivariada de dados. 5. ed. Porto Alegre: Bookman, 2005.

[11] HERNANDEZ, J. M. C. et al. Extensão de marcas corporativas de serviços: o efeito da similaridade percebida da extensão e da qualidade percebida da marca. RAC - Revista de Administração Contemporânea. Curitiba, v. 15, n. 4, p. 561-579, jul./ago. 2011.

[12] KELLER, K. L. Strategic brand management: building, measuring, and managing brand equity. New York: Prentice Hall, 2003.

[13] KELLER, K. L.; AAKER, D. A. The effects of sequential introduction of brand extensions. Journal of Marketing Research, [S. l], v. 29, n. 1, p. 35-50, Feb. 1992.

[14] KELLER, K. L.; HECKLER, S.; HAUSTON, M. J. The effects of brand name suggestiveness on advertising recall. Journal of Marketing, Chicago, v. 62, n. 1, p. 48-57, Jan. 1998.

[15] KELLER, K. L.; MACHADO, M. Gestão estratégica de marcas. São Paulo: Pearson Prentice Hall, 2006.

[16] LEE, H.; LEE, Y.; YOO, D. The determinants of perceived service quality and its relationship with satisfaction. Journal of Services Marketing, Bradford, n. 14, n. 3, p. 217-31, 2000.

[17] LEI, J. et al. Service intensiveness and brand extension evaluations. Journal of Service Research, Bradford, v. 6, n. 3, p. 243-255, Feb. 2004.

[18] LOPES, E. L.; HERNANDEZ, J. M. C. Percepção da estratégia de extensão de marca em estabelecimentos comerciais: qual o melhor nome para uma loja? In: IV Encontro de Marketing (EMA) da ANPAD. 5, 2010, Florianopólis. Anais eletrônico... Florianópolis: ANPAD, 2010. Disponível em: <Disponível em: http://www.anpad.org.br/diversos/trabalhos/EMA/ema_2010/2010_EMA355.pdf >. Acesso em: 10 set. 2012.
» http://www.anpad.org.br/diversos/trabalhos/EMA/ema_2010/2010_EMA355.pdf

[19] LOPES, E. L.; HERNANDEZ, J. M. C.; NOHARA, J. J. Escalas concorentes para a mensuração da qualidade percebida: uma comparação entre a Servqual ea RSQ. RAE - Revista de Administração de Empresas, São Paulo, v. 49, n. 4, p. 401-416, out./dez. 2009.

[20] MARTÍNEZ, E.; PINA, J. M. Influence of corporate image on brand extensions: a model applied to the service sector. Journal of Marketing Communications. London, v. 11, n. 4, p. 263-281, 2005.

[21] MOORE, W. L.; LEHMANN, D. R. Effects of usage and name on perceptions of new products. Marketing Science, Linthicum, v. 1, n. 4, p. 351-370, Nov. 1982.

[22] MORRIN, M. The impact of brand extensions on parent brand memory structures and retrieval processes. Journal of Marketing Research, [S. l], v. 36, n.4, p. 517-525, Nov. 1999.

[23] NEERAKKAL, J. A. Consumer evaluations of product line brand extension. The IUP Journal of Brand Managemente, [S. l.], v. 8, n. 1, 22-35, Mar. 2011.

[24] OLIVEIRA, B. A. C. de; MATTAR, F. N. Um estudo acerca das estratégias de extensões de marca e de linha de produtos. RAM - Revista de Administração Mackenzie, São Paulo, v. 2, n. 1, 39-54, 2001.

[25] PARASURAMAN, A.; ZEITHAML V. A.; BERRY, L. L. Delivering quality service. Balancing customer perceptions and expectations. New York: The Free Press, 1990.

[26] PINA, J. M. et al. The effect of service brand extensions on corporate image: an empirical model. European Journal of Marketing, [S. l.], v. 40, n.1/2, p. 174-197, 2006.

[27] RUYTER, K.; WETZELS, M. The role of corporate image and extension similarity in service brand extensions. Journal of Economic Psychology, Amsterdam , v. 21, n. 6, p. 639-659, Dec. 2000.

[28] SHEERAN, P.; HARRIS, P.R.; EPTON, T. Does heightening risk appraisals change people’s intentions and behavior? A meta-analysis of experimental studies. Psychological Bulletin, Washington, D.C, v. 140, n. 2, p. 511, Mar. 2014.

[29] SMITH, D. C. Brand extension and advertising efficiency: what can and cannot be expected. Journal of Advertising Research, New York, v.32, n. 6, p. 11-20, Nov. 1992.

[30] SMITH, D. C.; PARK, C. W. The effects of brand extensions on market share and advertising efficiency, Journal of Marketing Research, [S. l.], v. 29, 296-313, Aug. 1992.

[31] SULLIVAN, M. W. Brand extensions: when to use them. Management Science, Linthicum, v. 38, n. 6, jun., p. 793-806, June 1992.

[32] SUNDIE, L.; BRODIE, R. J. Consumer evaluations of brand extensions: Further empirical results . International Journal of Research in Marketing, Amsterdam, v. 10, n. 1, p. 47-53, Mar. 1993.

[33] VAN RIEL, A. C. R.; LEMMINK, J.; OUWERSLOOT, H. Consumer evaluation of service brand extensions, Journal of Service Research, Thousand Oaks, v. 3, n. 3, p. 220-231, Feb. 2001.

[34] VAN RIEL, A. C. R.; OUWERSLOOT, H. Extending electronic portals with new services: exploring the usefulness of brand extension models. Journal of Retailing and Consumer Services, [S. l.], v. 12, n. 4, p. 245-254, July 2005.

[35] VÖLCKNER, F.; SATTLER, H. Drivers of brand extension success. Journal of Marketing, Chicago, v. 70, n. 2, p. 18-34, Apr. 2006.

[36] VÖLCKNER, F.;.et al. The role of parent brand quality for service brand extension success. Journal of Service Research, Thousand Oaks, v. 13, n. 4, 379-396, June 2010.

Construto	Cód.	Afirmativa
Atitude	A1	O(A) <FORMATO DO SERVIÇO + MARCA> será viável.
	A2	O(A) <FORMATO DO SERVIÇO + MARCA> será excelente.
	A3	O(A) <FORMATO DO SERVIÇO + MARCA> será um sucesso.
	A4	O(A) <FORMATO DO SERVIÇO + MARCA> terá grande aceitação dos consumidores.
	A5	Sou muito favorável à inauguração do(a) <FORMATO DO SERVIÇO + MARCA>.
	A6	Eu certamente recomendaria o(a) <FORMATO DO SERVIÇO + MARCA> para parentes e amigos.
	A7	Eu adoraria frequentar o(a) <FORMATO DO SERVIÇO + MARCA>.
	A8	Certamente consideraria muito interessante o(a) <FORMATO DO SERVIÇO + MARCA>.
Intenção	I1	Eu seguramente frequentaria mais o(a) <FORMATO DO SERVIÇO + MARCA> do que os(as) <FORMATO DO SERVIÇO> que frequento atualmente.
	I2	Sem dúvida alguma, deixarei de ir ao(a) <FORMATO DO SERVIÇO> que frequento atualmente para frequentar o(a) <FORMATO DO SERVIÇO + MARCA>.
	I3	Eu certamente gastaria a maior parte do meu orçamento para <FORMATO DO SERVIÇO> no(a) <FORMATO DO SERVIÇO + MARCA>.
	I4	Definitivamente valerá a pena utilizar o(a) <FORMATO DO SERVIÇO + MARCA> em vez do(a) que utilizo hoje, mesmo que os preços sejam iguais.

Estímulo	Afirmativa
Marca arbitrária	Eu certamente conheço a marca <NOME DE MARCA ARBITRÁRIA>.
Marca descritiva	A marca <NOME DE MARCA DESCRITIVA> certamente descreve os serviços prestados por um <FORMATO DO SERVIÇO DA MARCA-MÃE>.
Marca sugestiva	A marca <NOME DE MARCA SUGESTIVA> certamente sugere benefícios dos serviços prestados por um <FORMATO DO SERVIÇO DA MARCA-MÃE>.
Similaridade do serviço estendido	A atividade de um(a) <FORMATO DO SERVIÇO ESTENDIDO> é certamente muito similar à atividade de um <FORMATO DO SERVIÇO DA MARCA-MÃE>.
Qualidade percebida	A qualidade do(a) <FORMATO DO SERVIÇO ESTENDIDO + NOME DE MARCA> é excelente.

Brasil