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1、毕业论文(设计)外文翻译题 目:基于顾客心智的品牌定位研究一、外文原文标题:BrandPositioningThroughtheConsumers’Lens原文:BrandPositioningThroughtheConsumers’LensABSTRACTBrandpositioningisacoreconceptinmarketing.Despitetheimportanceoftheconcept,however,thereislimitedresearchinthefieldofpositioningclarifyingtowhatextentvar
2、iousbrandpositioningalternativesaffectconsumerperceptionsandhowpositioningeffectivenesscanbebestmeasured.Thepresentdissertationconsistsofthreecomplementaryempiricalstudiesaimedatsheddinglightonthelatterissues.Thefirststudyexplorestheimpactofdistincttypesofbrandpositioningstrategieso
3、nconsumercategorizationprocesses.Theresultsofthequalitativestudyprovideevidencethatconsumerscategorizebrandsbasedupontheirunderlyingpositioningstrategies.Morespecifically,consumersclassifybrandsthatsharesimilartypesofpositioningbasesintothesamecategory.Thesecondstudy,whichbuildsthec
4、ornerstoneofthisresearchproject,involvesthedevelopmentandvalidationofacomprehensive,consumer-derivedscale,measuringbrandpositioningeffectiveness.Thelatterismodeledasamultidimensionalconstructcapturingconceptually-relevantdimensionsofpositioningsuccess(namelyfavorability,dissimilarit
5、y,uniqueness,andcredibility).Altogether,ninecomplementarysubstudiesarepresentedaimedatdevelopingthescaleandtestingitsdimensionality,reliability,andvalidity.Toascertainthescale’sgeneralizabilityandstability,datafromseveralproductcategoriesareusedforscaledevelopmentandvalidationpurpos
6、es.Thethirdstudypresentedinthisdissertationpaysattentiontotheopenquestionwhethertheuseofcertainpositioningstrategies(e.g.,feature-basedpositioning)resultsinmoresuperiorlypositionedbrandsthantheapplicationofotherstrategies(e.g.,user-basedpositioning).Forthispurpose,awithin-andbetween
7、-subjectsdesignstudyisconductedthatinvestigatesthedirectimpactofbrandpositioningstrategiesonpositioningeffectiveness,measuredfromaconsumerperspective.Specifically,fourdistinctpositioningstrategiesofrealbrandsareevaluatedintermsofpositioningeffectiveness,whilecontrollingforbrand-spec
8、ific,productclass-s