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1、毕业论文（设计）外文翻译题 目：基于顾客心智的品牌定位研究一、外文原文标题：BrandPositioningThroughtheConsumers’Lens原文：BrandPositioningThroughtheConsumers’LensABSTRACTBrandpositioningisacoreconceptinmarketing.Despitetheimportanceoftheconcept,however,thereislimitedresearchinthefieldofpositioningclarifyingto
2、whatextentvariousbrandpositioningalternativesaffectconsumerperceptionsandhowpositioningeffectivenesscanbebestmeasured.Thepresentdissertationconsistsofthreecomplementaryempiricalstudiesaimedatsheddinglightonthelatterissues.Thefirststudyexplorestheimpactofdistincttypesofb
3、randpositioningstrategiesonconsumercategorizationprocesses.Theresultsofthequalitativestudyprovideevidencethatconsumerscategorizebrandsbasedupontheirunderlyingpositioningstrategies.Morespecifically,consumersclassifybrandsthatsharesimilartypesofpositioningbasesintothesame
4、category.Thesecondstudy,whichbuildsthecornerstoneofthisresearchproject,involvesthedevelopmentandvalidationofacomprehensive,consumer-derivedscale,measuringbrandpositioningeffectiveness.Thelatterismodeledasamultidimensionalconstructcapturingconceptually-relevantdimensions
5、ofpositioningsuccess(namelyfavorability,dissimilarity,uniqueness,andcredibility).Altogether,ninecomplementarysubstudiesarepresentedaimedatdevelopingthescaleandtestingitsdimensionality,reliability,andvalidity.Toascertainthescale’sgeneralizabilityandstability,datafromseve
6、ralproductcategoriesareusedforscaledevelopmentandvalidationpurposes.Thethirdstudypresentedinthisdissertationpaysattentiontotheopenquestionwhethertheuseofcertainpositioningstrategies(e.g.,feature-basedpositioning)resultsinmoresuperiorlypositionedbrandsthantheapplicationo
7、fotherstrategies(e.g.,user-basedpositioning).Forthispurpose,awithin-andbetween-subjectsdesignstudyisconductedthatinvestigatesthedirectimpactofbrandpositioningstrategiesonpositioningeffectiveness,measuredfromaconsumerperspective.Specifically,fourdistinctpositioningstrate
8、giesofrealbrandsareevaluatedintermsofpositioningeffectiveness,whilecontrollingforbrand-specific,productclass-s
