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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,thereislimitedresearchinthefieldofpositioningclarifyingtow
2、hatextentvariousbrandpositioningalternativesaffectconsumerperceptionsandhowpositioningeffectivenesscanbebestmeasured.Thepresentdissertationconsistsofthreecomplementaryempiricalstudiesaimedatsheddinglightonthelatterissues.Thefirststudyexplorestheimpactofdistincttypesofbra
3、ndpositioningstrategiesonconsumercategorizationprocesses.Theresultsofthequalitativestudyprovideevidencethatconsumerscategorizebrandsbasedupontheirunderlyingpositioningstrategies.Morespecifically,consumersclassifybrandsthatsharesimilartypesofpositioningbasesintothesamecat
4、egory.Thesecondstudy,whichbuildsthecornerstoneofthisresearchproject,involvesthedevelopmentandvalidationofacomprehensive,consumer-derivedscale,measuringbrandpositioningeffectiveness.Thelatterismodeledasamultidimensionalconstructcapturingconceptually-relevantdimensionsofpo
5、sitioningsuccess(namelyfavorability,dissimilarity,uniqueness,andcredibility).Altogether,ninecomplementarysubstudiesarepresentedaimedatdevelopingthescaleandtestingitsdimensionality,reliability,andvalidity.Toascertainthescale’sgeneralizabilityandstability,datafromseveralpr
6、oductcategoriesareusedforscaledevelopmentandvalidationpurposes.Thethirdstudypresentedinthisdissertationpaysattentiontotheopenquestionwhethertheuseofcertainpositioningstrategies(e.g.,feature-basedpositioning)resultsinmoresuperiorlypositionedbrandsthantheapplicationofother
7、strategies(e.g.,user-basedpositioning).Forthispurpose,awithin-andbetween-subjectsdesignstudyisconductedthatinvestigatesthedirectimpactofbrandpositioningstrategiesonpositioningeffectiveness,measuredfromaconsumerperspective.Specifically,fourdistinctpositioningstrategiesofr
8、ealbrandsareevaluatedintermsofpositioningeffectiveness,whilecontrollingforbrand-specific,productclass-s
