Extensões de marca e processos cognitivos: o teste de associação implícita como apoio na identificação de associações estratégicas
DOI:
https://doi.org/10.24883/IberoamericanIC.v7i4.229Keywords:
Extensão de Marca, Branding, Teste de Associação Implícita, Cognição para Marcas, Estratégia de Marketing.Abstract
A extensão de uma marca é um grande desafio na gestão de marketing. As associações que a marca consegue construir na mente do consumidor, e por consequência o seu posicionamento, são fatores críticos de sucesso. Estas associações são processos mentais que nem sempre estão sobre o raciocínio consciente do consumidor. Isto leva a necessidade de utilizar de forma estratégica conceitos da psicologia cognitiva, particularmente tarefas de associação implícita, para que se possa identificar de forma clara elementos de associação de marca para que uma estratégia de extensão de marca bem-sucedida.
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