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1、外文翻译原文BrandpositivityandcompetitiveeffectsontheevaluationofbrandextensionsMaterialSource:ResearchinAuthor:ResearchinMarketingThedominantapproachinbrand-extensionresearchhasfocusedontheroleoffitintheextensionevaluationprocess.Overemphasisonfithasresultedinresearchdesignsthatinvolv
2、esingularevaluationoftheextensionwithoutconsideringhowcompetingbrandsinthetargetcategorymightaffecttheevaluationofbrandextensions.Singularevaluationsareknowntoresultinbrandpositivityeffects;thatis,brandextensionsareevaluatedmorefavorablythaniswarranted.Thisresearchfindsthatsingu
3、larevaluationsdoindeedleadtobrandpositivityeffects.However,brandpositivityeffectsaremitigatedwhenrespondentswereprovidedwithcompetitiveinformationalongwithtarget-categorystructureandcomparative/non-comparativebrandpositioningstatements.Resultsalsosuggestthatparentbrand-extensio
4、nfit,thoughanimportantdeterminantofanextension'sassessment,playsalesscriticalroleinacomparativeevaluationcontextwhenanextension'sbrandstrengthisaccountedforinrelationtoitscompetitioninthetargetcategory.Therefore,thefindingsstresstheimportanceofbothcompetitionandparent-brandfitinma
5、kinginformedpositioningdecisionsandmorerealisticpredictionsofextensionsuccess.Theresearchdemonstrateswhen,howandtowhatextentcomparativeevaluationsresultinlowerextensionratingsandprovidesmanagerialstrategiaestointroduceanextensioneffectively.Brandextensionsarebasedonthebasicprem
6、isethatconsumersholdpositiveattitudestowardtheparentbrandthatcanbetransferredtoanextension.Thisistrueaslongasthereisa“fit”betweenthetwo,i.e.,theextensionassociationsareconsistentwiththoseoftheparentbrand(Aaker&Keller,1990;Aaker&Keller,1993;Baker,Hunt,&Scribner,2002;BasuMonga&Roe
7、dderJohn,2007;Czellar,2003;Fedorikhin,Park,&Thomson,2008;Kardes,Sanbon-matsu,Cronley,&Houghton,2002;Krishnan,1996;Loken&John,1993;Nedungadi,Chattopadhyay,&Muthukrishnan,2001;Park,Milberg,&Lawson,1991;Sujan&Bettman,1989;Volckner&Sattler,2006;Warlop,Ratneshwar,&vanOsselaer,2005).
8、Ithasbeensuggestedthatbrandextensionswithinconsistenta
