知觉变异和有关品牌延伸推论[外文翻译]

《知觉变异和有关品牌延伸推论[外文翻译]》由会员上传分享，免费在线阅读，更多相关内容在学术论文-天天文库。

1、毕业论文外文翻译一、外文原文标题：PerceivedVariabilityandInferencesaboutBrandExtensions原文：Recentresearchonconsumerreactionstobrandextensionshasfocusedonthejudgmentaleffectsofthematchbetweentheattributes,benefits,andusesofestablishedversusnewproductssharingthesamebrandname.Thepresentexperimente

2、xtendsthisresearchbyinvestigatingtheeffectsoftwotypesofperceivedvariabilityonconsumers'inferencesaboutbrandextensions:(a)theperceivedvariabilityofafirm'scurrentofferings,and(b)theperceivedvariabilityofbrandsinanentrycategory.Inferencesaboutthepotentialqualityofthebrandextensio

3、n,andaboutthemanufacturer'sreasonsforattemptingtoenterthenewproductcategoryweremeasured.Repercussionsoftheseinferencesonjudgmentsofthefirmlaunchingthebrandextensionwerealsoexamined.Implicationsoftheresultsforproductmanagementarediscussed.Agreatdealofrecentresearchhasfocusedont

4、heconceptofbrandequity,whichreferstothevalueaddedtoaproductbyabrandname(Farquhar1989;Leuthesser1988).Asuccessfulbrandnameisstronglyassociatedwithconceptsdesignedto(a)enhancetheperceivedvalueofaproduct,and(b)differentiateaproductfromcompetitors'offerings.However,buildingasucces

5、sfulbrandnamerequiresthecommitmentofalargepoolofresourcesforanextendedperiodoftime(Park,Jaworski,andMaclnnes1986).Becauseorganizationshavelimitedresources,risksandcostsmustbemanagedinanefficientmanner.Onewaytomanagerisksandcostsisthroughbrandleverage,whichreferstotheuseofs.suc

6、cessful,establishedbrandnametofacilitateenteringnewmarkets.Thiscanbeachievedbyattachingtheestablishedbrandnametoanewofferingineitherthesame(alineextension)oranew(abrandextension)productcategory.Extendingastrongbrandnameshouldresultineasierandwideracceptance,onthepartofbothcons

7、umersanddistributors.Recentresearchonconsumeracceptanceofbrandextensionshasfocusedprimarilyontheeffectsofthecategorizationprocessonjudgmentandchoice(forreviewsofthecategorizationliterature,seeAlbaandHutchinson1987;CohenandBasu1987;SujanandBettman1989).Severalstudieshaveshownth

8、atjudgmentsoforiginalbrandsaregeneralizedtojudgmentsofnewbran