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ID:414717
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页数:11页
时间:2017-07-30
《联合品牌:品牌资产和审判的影响【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、本科毕业论文外文翻译外文题目:Co-branding:brandequityandtrialeffects出处:JournalofConsumerMarketing,Vol.17Iss:7,pp.591-604作者:JudithH.Washburn原文:Co-branding:brandequityandtrialeffectsropr_420839..880AbstractCo-brandingisanincreasinglypopulartechniquemarketersuseinattemptingtotransferthepositi
2、veassociationsofthepartner(constituent)brandstoanewlyformedco-brand(compositebrand).Thisresearchexaminestheeffectsofco-brandingonthebrandequityofboththeco-brandedproductandtheconstituentbrandsthatcompriseit,bothbeforeandafterproducttrial.Itappearsthatco-brandingisawin/winstr
3、ategyforbothco-brandingpartnersregardlessofwhethertheoriginalbrandsareperceivedbyconsumersashavinghighorlowbrandequity.Althoughlowequitybrandsmaybenefitmostfromco-branding,highequitybrandsarenotdenigratedevenwhenpairedwithalowequitypartner.Further,positiveproducttrialseemsto
4、enhanceconsumers'evaluationsofco-brandedproducts,particularlythosewithalowequityconstituentbrand.Co-brandingstrategiesmaybeeffectiveinexploitingaproductperformanceadvantageorinintroducinganewproductwithanunfamiliarbrandname.IntroductionInrecentyearsthestudyofbrandingstrategi
5、eshasbecomeincreasinglyimportanttobothmarketingacademicsandpractitioners.Twoissuesthatrelatetobrandingstrategiesarethesubjectsofthisresearch.(1)Thisresearchlooksspecificallyatthestrategyofco-branding,anemergingandpopularbrandingstrategyforconsumerproductsmarketers.(2)Thisres
6、earchinvestigatestheimpactofco-brandingonthebrandequityevaluationsofboththeco-brandedproductandthebrandedproductsthatcompriseit.Wearguethataproduct'sbrandequitycanbeaffectedbythecompanyitkeepsorthebrandswithwhichitchoosestoassociate.Specifically,thisresearchstudiestheeffects
7、ofco-brandingonthebrandequityofboththeoriginalbrandedproductsandtheresultingco-brandbothbeforeandafterproducttrial.Whatisco-branding?Co-branding,definedhereaspairingtwoormorebrandedproducts(constituentbrands)toformaseparateanduniqueproduct(compositebrand)(Parketal.,1996),isa
8、strategycurrentlypopularforintroducingnewconsumerproducts.Recentmarketplace
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