One high loyalty implies, still, better businesses with commerce, a time that the loyal consumers wait that the mark is always available. By the same author: Clive Holmes. The people tend to buy a known mark, therefore if they feel comfortable with what them she is familiar. Or, inversely, because it occurs to it that the familiar mark is probably trustworthy, it came to be and has good quality. A recognized mark will be, thus, frequently selected ahead of one other, unknown. To be recognized is particularly important so that it is considered a purchase alternative? it has that to be one of the well evaluated marks. One marks stranger generally has little possibility.

(AAKER, 1998, p.20). From this, the consumers follow a line of influence directed toward the credibility and the quality that they perceive of that mark in question, as main factor of purchase decision, as treated to follow. 4.4.2 perceived Quality Aaker (1998) supports that the perceived quality directly influences the decisions of purchase and loyalty to the mark, especially when a purchaser is not motivated or enabled to make an analysis detailed. Premium can also support one price that, in turn, can create rude edge, with possibility of being reinventada in the Brand Equity. The quality perception can be the base for the extension of the mark. If a mark well is appraised in a segment, the natural assumption is of that it will have one high quality in a context correlato. Jemon (2009) quotation that is important to have the conscience of that in the head of the consumer the perceived quality is much more of what the product in itself. Therefore, all the points of contact of the consumer with the mark are that they will produce a greater or minor level of perceived quality. Analyzing under this optics, one perceives that it is not enough to have a quality product, is necessary to make with that the consumer has an excellent experience of purchase.