品牌延伸對(duì)母品牌的不利影響[外文翻譯]

1、畢業(yè)論文（設(shè)計(jì)）外文翻譯標(biāo)題：Thenegativeimpactofbrextensionsonparentbrimage原文：1.IntroductionIfweanalyseanygeneraldefinitionofaproductwefindthattherearethreelevels:thefirstistheproductitselfwhichincludesthephysicaltangibleaspectsofthes

2、ame(designfeaturespackagingetc.)thesecondlevelencompassestheaddedservices(warranteesfinanceaftersalesserviceetc.)thethirdlevelincludesthemostintangibleaspectssuchasthebrnamequalityperceptionsreputationetc.(deChernatonyMc

3、Donald1998).IntangibleaspectsAmongtheintangibleaspectsoftheproductthebristhemostimptantgiventhatthemajityofmarketingstrategiestendtohighlightthebr–includingallofitsaddedelementslikelogotypeslogan–methantheproductisbeings

4、old.Therefethebrisoneofthemostimptantassetsthatcompanieshaveassuchcompaniestakeadvantageofitintheirbusinessstrategy.Inrecentyearscompanieshaveusedbrextensionstrategiestolaunchnewproductsontothemarketgiventhatthisstrategy

5、decreasestheriskoffailureoftheseproductsbecauseconsumerswillbetteracceptthenewproductslaunchedunderknownsymbols.Howeverthisstrategycanalsocausenegativeeffectsintheperceptionsofconsumerswhichtranslateintoadilutionofthebri

6、mage.Theobjectiveofthisstudyistolookdeeplyintothenegativeeffectsthatbrextensionstrategiesmayhaveonthebrimagetakingintoaccountthemostrelevantvariablesconsideredintheliterature.Fthisreasonthenexttwosectionspresentareviewof

7、thestudiesaboutbothbrimagebrextensions.Thefourthsectionincludesthehypothesestobetestedthenextsectiondescribesthemethodologyused.Theinfmationissubsequentlyanalysedthemainconclusionsimplicationsarepresentedinthelastsection

8、.acteristicsofthegoodpertinentservice(attributes)adapttotheconsumers(benefits).ThusKelleraffirmsthatthekindsofassociationswillbemelessstronginthememyoftheindividualaccdingtotheamountofinfmationsuppliedtheinfmationprocess

9、thefavourableattitudetowardsabrwilldependonthedegreetowhichtheattributesbenefitsofthebrservetosatisfyitstargetmarket.MeoverKellerindicatestheneedtomeasurethecongruencebetweenthevariousassociationsfagivenbrtheleveragebyse

10、condaryassociationsregardingthecompany(reputationcredibilityetc.)thecountryofiginthedistributionchannels(priceadvisingqualityserviceetc.)theeventexistenceofacelebrityspokespersonsomeoneencouragingcustomerstobuytheproduct

11、service.Finallyamongthemanyotherwksthatreiteratetherelevanceofsomeofthevariablesconsidered(e.g.seePterClaycomb(1997)GwinnerEaton(1999)whopointouttherelevanceofretailsettingeventsponsshiprespectively)wecanhighlightthecont

12、ributionbyGarcaRodriguezBergantios(2001)whoindicatethatthekeyaspectsthatcaninfluencetheimagearethebenefitsoftheproductthepackagingthedistributionchannelthecommunicationthenameofthebrthesymbolslogan.ThreedimensionsTheveri

13、fiedexistenceofamultitudeofvariablesaffectingtheassociationsthatconstitutethebrimageisaconsiderableobstaclefempiricalresearch.Therefeindertofacilitatetheanalyseswhileattemptingtoseekabalancebetweencostviabilitythetotalit

14、yofallpossibleindicatsAakerlvarezdelBlanco(1995)proposetheuseofjustthreedimensionsfappraisingtheimageofabrwhicharetheperceivedvaluethepersonalitytheganisation.Theperceivedvalueinvolvesthefunctionalbenefitsoftheproductita

15、ttemptstomeasurewhethernotasuitablerelationshipexistsbetweentheperfmancethepriceofthebrthepersonalityreferstothesymbolicemotionalbenefitsiginatingfromthebrfinallytheganisationcomponentiscloselyconnectedwiththeganisation’