品牌延伸对母品牌的不利影响[外文翻译]

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1、毕业论文（设计）外文翻译标题：Thenegativeimpactofbrandextensionsonparentbrandimage原文：1.IntroductionIfweanalyseanygeneraldefinitionofaproduct,wefindthattherearethreelevels:thefirstistheproductitself,whichincludesthephysicalandtangibleaspectsofthesame(design,features,packaging,etc.);thesec

2、ondlevelencompassestheaddedservices(warrantees,finance,aftersalesservice,etc.);andthethirdlevelincludesthemostintangibleaspectssuchasthebrandname,qualityperceptions,reputation,etc.(deChernatonyandMcDonald,1998).IntangibleaspectsAmongtheintangibleaspectsoftheproduct,thebran

3、disthemostimportant,giventhatthemajorityofmarketingstrategiestendtohighlightthebrand–includingallofitsaddedelementslikelogotypeorslogan–morethantheproductisbeingsold.Therefore,thebrandisoneofthemostimportantassetsthatcompanieshave,andassuch,companiestakeadvantageofitinthei

4、rbusinessstrategy.Inrecentyears,companieshaveusedbrandextensionstrategiestolaunchnewproductsontothemarket,giventhatthisstrategydecreasestheriskoffailureoftheseproducts,becauseconsumerswillbetteracceptthenewproductslaunchedunderknownsymbols.However,thisstrategycanalsocausen

5、egativeeffectsintheperceptionsofconsumers,whichtranslateintoadilutionofthebrandimage.Theobjectiveofthisstudyistolookdeeplyintothenegativeeffectsthatbrandextensionstrategiesmayhaveonthebrandimage,takingintoaccountthemostrelevantvariablesconsideredintheliterature.Forthisreas

6、on,thenexttwosectionspresentareviewofthestudiesaboutbothbrandimageandbrandextensions.Thefourthsectionincludesthehypothesestobetested,andthenextsectiondescribesthemethodologyused.Theinformationissubsequentlyanalysed,andthemainconclusionsandimplicationsarepresentedinthelasts

7、ection.2.BrandimageLikeotherabstractconcepts,suchasbrandvalue,brandimagecanhavemultiplemeaningsandinterpretationsaccordingtothevariouspointsofviewlinkedtobusinessstudies(e.g.psychologyperspective).Oneofthedefinitionsofbrandimagethatiswidelyacceptedintheliteratureistheoneco

8、ntributedbyKeller(1993),whichdefinesthistermasthe“perceptionsaboutabrandreflectedasassoci