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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
2、,i.e.,useofanestablishedbrandnametoenteranewproductcategory.Inonestudy,reactionsto20brandextensionconceptsinvolvingsixwell-knownbrandnameswereexamined.Attitudetowardtheextensionwashigherwhen1therewasbothaperceptionof"fit"betweenthetwoproductclassesalongone
3、ofthreedimensionsandaperceptionofhighqualityfortheoriginalbrandor2theextensionwasnotregardedastooeasytomake.Asecondstudyexaminedtheeffectivenessofdifferentpositioningstrategiesforextensions.Theexperimentalfindingsshowthatpotentiallynegativeassociationscanb
4、eneutralizedmoreeffectivelybyelaboratingontheattributesofthebrandextensionthanbyremindingconsumersofthepositiveassociationswiththeoriginalbrand.Thefinancialriskofenteringnewmarketshasbecomeformidableformanyconsumerproductmanufacturers.Thecostofintroducinga
5、newbrandinsomeconsumermarketshasbeenestimatedtorangefrom$50milliontomorethan$100millionBrown1985,withatotalcostestimatedtorunto$150millionTauber1988.Thepricetagismuchlargerthaninthe1970sinpartbecauseofthedramaticincreaseinmediacosts,themoreextensiveandaggr
6、essiveuseofpromotionsbyestablishedfirms,andthecostanddifficultyofobtainingdistribution.Asaresult,firmsareusingestablishedbrandnamestofacilitateenteringnewmarkets.Onesuchapproachislineextension,wherebyacurrentbrandnameisusedtoenteranewmarketsegmentinitsprod
7、uctclasse.g.,DietCokeandLiquidTide.Anotherapproachisbrandextension,wherebyacurrentbrandnameisusedtoenteracompletelydifferentproductclasse.g.,Jellofrozenpuddingpops,Cloroxlaundrydetergent,IvoryshampooorNCRphotocopiers.Thestrategyofintroducingnewproductsasex
8、tensionshasbecomewidespread.From1977to1984,approximately40%ofthe120to175newbrandsthatwereintroducedintosupermarketsannuallywereextensionsNielsen1985.In1986,morethan$15billioninretailsalesandmorethan34%ofappar
