积极的品牌延伸实验和母品牌选择

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1、毕业论文（设计）外文翻译题　　目：　　品牌延伸策略及其效果研究　　　　一、外文原文标题：Positivebrandextensiontrialandchoiceofparentbrand原文:AbstractThisarticlefocusesonthepossiblerelationshipbetweentheparentbrandandanewbrandextension.Inparticular,thestudyfocusesontheimpactofaparentbrandonthetria

2、loftheextensionandthereciprocaleffectofasuccessfultrialofnewbrandextensionspositionedhorizontallyandverticallyontheparentbrand.Resultsshowpositiveinfluenceoftheparentbrandonthetrialoftheextension.Successfultrialalsohelpedtheparentbrandonareciprocalbasi

3、s,particularlyamongthenon-loyalusersandnon-usersoftheparentbrand.Anotherfindingisthemoderatingeffectofcategorypositioningonthemagnitudeofthereciprocaleffectofthebrandextensionontheparentbrand.Thereisalsoanindicationthatpriorparentbrandexperienceactsasa

4、moderatorofreciprocaleffects.Anexecutivesummaryformanagersandexecutivereaderscanbefoundattheendofthisarticle.IntroductionFirmsinthecorporateworldhavelongrecognizedthestrategicroleofbrandextension.Manyfirmscapitalizeonbrandequitythroughabrandextensionst

5、rategy.Brandextensioninvolvestheuseofabrandnameestablishedinoneproductclasstoenteranotherproductclass(Aaker,1990; Tauber,1988).Forexample,Ivoryshampoo,Jell-Ofrozenpuddingpops,Basicdisposablelighters,andNCRphotocopiersaresuccessfulextensionsoffamiliarbr

6、andstonewproductcategories.Brandextensionasamarketingstrategyhasbecomeevenmoreattractiveintoday'senvironmentwheredevelopinganewproductcostsalotofmoneyandcanbetimeconsuming.Literatureonextensionsdominantlyaddressesthequestionofhowtheparentorcorebrandhel

7、psthenewproductduringitslaunchingstage.Althoughliteraturetouchesonthepossiblereciprocaleffectsofthenewproductlaunchingontheequityofthecorebrand,theirnumberislimited.Thisstudyexaminesthepropositionthatbrandextensions’launchingperformancecouldaffecttheeq

8、uityoftheparentbrand.ConceptualframeworkLaunchingofanewproductisusuallydonethroughbrandextensions.Thenewlyintroducedbrandextensioncapitalizesontheequityofthealreadyestablished(core)brandname(DeGrabaandSullivan,1995; PittaandKatsanis,199