积极的品牌延伸实验和母品牌选择【外文翻译】

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1、毕业论文（设计）外文翻译题　　目：　　品牌延伸策略及其效果研究　　　　一、外文原文标题：Positivebrandextensiontrialandchoiceofparentbrand原文:AbstractThisarticlefocusesonthepossiblerelationshipbetweentheparentbrandandanewbrandextension.Inparticular,thestudyfocusesontheimpactofaparentbrandonthetrialoftheextensi

2、onandthereciprocaleffectofasuccessfultrialofnewbrandextensionspositionedhorizontallyandverticallyontheparentbrand.Resultsshowpositiveinfluenceoftheparentbrandonthetrialoftheextension.Successfultrialalsohelpedtheparentbrandonareciprocalbasis,particularlyamongthenon-

3、loyalusersandnon-usersoftheparentbrand.Anotherfindingisthemoderatingeffectofcategorypositioningonthemagnitudeofthereciprocaleffectofthebrandextensionontheparentbrand.Thereisalsoanindicationthatpriorparentbrandexperienceactsasamoderatorofreciprocaleffects.Anexecutiv

4、esummaryformanagersandexecutivereaderscanbefoundattheendofthisarticle.IntroductionFirmsinthecorporateworldhavelongrecognizedthestrategicroleofbrandextension.Manyfirmscapitalizeonbrandequitythroughabrandextensionstrategy.Brandextensioninvolvestheuseofabrandnameestab

5、lishedinoneproductclasstoenteranotherproductclass(Aaker,1990; Tauber,1988).Forexample,Ivoryshampoo,Jell-Ofrozenpuddingpops,Basicdisposablelighters,andNCRphotocopiersaresuccessfulextensionsoffamiliarbrandstonewproductcategories.Brandextensionasamarketingstrategyhasb

6、ecomeevenmoreattractiveintoday'senvironmentwheredevelopinganewproductcostsalotofmoneyandcanbetimeconsuming.Literatureonextensionsdominantlyaddressesthequestionofhowtheparentorcorebrandhelpsthenewproductduringitslaunchingstage.Althoughliteraturetouchesonthepossibler

7、eciprocaleffectsofthenewproductlaunchingontheequityofthecorebrand,theirnumberislimited.Thisstudyexaminesthepropositionthatbrandextensions’launchingperformancecouldaffecttheequityoftheparentbrand.ConceptualframeworkLaunchingofanewproductisusuallydonethroughbrandexte

8、nsions.Thenewlyintroducedbrandextensioncapitalizesontheequityofthealreadyestablished(core)brandname(DeGrabaandSullivan,1995; PittaandKatsanis,199