消费者关于品牌延伸的评价外文翻译（可编辑）

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1、消费者关于品牌延伸的评价外文翻译外文翻译原文ConsumerEvaluationofBrandExtensionMaterialSource:ConsumerEvaluationofBrandExtension[J].JournalofMarketing,19901.Author:DavidA.Aaker&KevinLaneKellerTwostudieswereconductedtoobtaininsightsonhowconsumersformattitudestowardbrandextensions,i.e.,useofanestablishedbrandnamet

2、oenteranewproductcategory.Inonestudy,reactionsto20brandextensionconceptsinvolvingsixwell-knownbrandnameswereexamined.Attitudetowardtheextensionwashigherwhen1therewasbothaperceptionof"fit"betweenthetwoproductclassesalongoneofthreedimensionsandaperceptionofhighqualityfortheoriginalbrandor2th

3、eextensionwasnotregardedastooeasytomake.Asecondstudyexaminedtheeffectivenessofdifferentpositioningstrategiesforextensions.Theexperimentalfindingsshowthatpotentiallynegativeassociationscanbeneutralizedmoreeffectivelybyelaboratingontheattributesofthebrandextensionthanbyremindingconsumersofth

4、epositiveassociationswiththeoriginalbrand.Thefinancialriskofenteringnewmarketshasbecomeformidableformanyconsumerproductmanufacturers.Thecostofintroducinganewbrandinsomeconsumermarketshasbeenestimatedtorangefrom$50milliontomorethan$100millionBrown1985,withatotalcostestimatedtorunto$150milli

5、onTauber1988.Thepricetagismuchlargerthaninthe1970sinpartbecauseofthedramaticincreaseinmediacosts,themoreextensiveandaggressiveuseofpromotionsbyestablishedfirms,andthecostanddifficultyofobtainingdistribution.Asaresult,firmsareusingestablishedbrandnamestofacilitateenteringnewmarkets.Onesucha

6、pproachislineextension,wherebyacurrentbrandnameisusedtoenteranewmarketsegmentinitsproductclasse.g.,DietCokeandLiquidTide.Anotherapproachisbrandextension,wherebyacurrentbrandnameisusedtoenteracompletelydifferentproductclasse.g.,Jellofrozenpuddingpops,Cloroxlaundrydetergent,IvoryshampooorNCR

7、photocopiers.Thestrategyofintroducingnewproductsasextensionshasbecomewidespread.From1977to1984,approximately40%ofthe120to175newbrandsthatwereintroducedintosupermarketsannuallywereextensionsNielsen1985.In1986,morethan$15billioninretailsalesandmorethan34%ofappar