品牌延伸：消费者决策的影响因素【外文翻译】

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1、本科毕业论文（设计）外文翻译原文：BRANDEXTENSIONS:ASPECTSOFCONSUMERDECISIONMAKINGABSTRACTAreviewoftheliteratureonbrandextensionsisoffered,focusingontheconditionsthataffectconsumers'decisionmaking.Severalperspectivesarediscussedincludingbrandstrength,fitandsimilarity,categori

2、zationtheory,useofcuesinevaluation,sequentialbrandextensions,andmodeofevaluation.INTRODUCTIONIntroductionofanewproductwithanestablishedbrandnamecandramaticallyreducetheinvestmentrequiredandimprovethelikelihoodofitssuccess(Aaker1990).Itisthereforenotsurprisin

3、gthatbrandextensionshavebeenthestrategyofgrowthformanyfirmsduringthepastdecades.Brandextensionsprovideavehicletoexploitbrandnamerecognitionandbrandimage.Astrongbrandnamecanprovideconsumerswiththefamiliarityandknowledgeofareputablebrand.Additionally,brandexte

4、nsionscandecreasethecostofaccessingdistributionchannelsandmakepromotionaleffortsmoreefficient(Aaker1991;SmithandPark1992;Tauber1988).Tauber(1988,p.27)definesbrandextensionas"usingabrandinonecategorytointroduceproductsinatotallydifferentcategory."Thepurposeof

5、thispaperistoreviewtheliteratureonbrandextensions.Thebenefitsattributedtobrandextensionsderivefromtheeffectsofthebrandextensionstrategyonconsumerinformationprocessinganddecisionmaking.Thereforethisreviewisfocusedontheconditionsthatareexpectedtoaffectconsumer

6、s'useofknownbrandsindecisionmaking.BRANDEXTENSIONLITERATUREAcriticalassumptionunderlyingtheuseofbrandextensionsisthatstrongbrandsoffergreaterleverageforextensionthanweakerbrands(Aaker1990;AakerandKeller1990).Brandstrengthhasbeenimplicitlydefinedintermsofcons

7、umerpredispositionstowardsthebrand(MarketingScienceInstitute1988).Establishedbrandstendtobeusedasqualitycues(BellizziandMartin1982;Jacoby,OlsonandHaddock1973;Wernerfelt1988).Arecognizablebrandisoftenrelieduponbyconsumersasastrategyfordealingwithperceivedrisk

8、(Cox1967;Roselius1973).AakerandKeller(1990)state"ifthebrandisassociatedwithhighquality,theextensionsshouldbenefit;ifitisassociatedwithinferiorquality,theextensionshouldbeharmed"(p.29).SmithandPa