[雙語翻譯]品牌資產(chǎn)外文翻譯--品牌個(gè)性和促銷對(duì)品牌資產(chǎn)的影響

1、3250 英文單詞， 英文單詞，19500 英文單詞，中文 英文單詞，中文 6100 字文獻(xiàn)出處： 文獻(xiàn)出處：Valette-Florence P, Guizani H, Merunka D. The impact of brand personality and sales promotions on brand equity[J]. Journal of Business Research, 2011, 64(1): 24-28.T

2、he impact of brand personality and sales promotions on brand equityPierre Valette-Florence, Haythem Guizani, Dwight MerunkaAbstract This research assesses the relative impact of a long-term brand management instrument (

3、brand personality) and a short-term marketing mix instrument (sales promotions) on brand equity formation. The authors measure consumer perceptions of promotional intensity and brand personality and model their impact on

4、 brand equity. They find a positive impact of brand personality and a negative impact of sales promotion intensity on brand equity at the aggregate level. In line with research that identifies varying consumer responses

5、to promotional deals, this study posits that the relative impact of the two elements varies across consumer groups. Three homogeneous consumer groups differ according to the relative impact of brand personality and consu

6、mer promotions on brand equity, following an application of a finite mixture partial least squares procedure.Keywords: Brand personality; Promotional deals; Brand equity; Finite mixture–PLS models1. IntroductionMore mark

7、eting dollars accrue, over time, to operations that can produce sales in the short term. In particular, marketing expenditures for consumer promotions keep gaining importance in the marketing budgets of most consumer and

8、 durable goods. In contrast, advertising expenditures linked to brand-building activities appear to diminish over the years (Mela et al., 1997; Neslin, 2002; Srinivasan et al., 2004). This evolving allocation of resource

9、s across marketing activities poses a problem with regard to the return on marketing investments. To calculate the return on marketing investments, companies could use sales or profits, but they also might turn to severa

10、l other equities (e.g., relational, brand, customer) (Seggie et al., 2007). This debate raises the question of the most effective strategy for mixing consumer promotions and brand-building activities.Therefore, this stud

11、y compares the relative impact, on brand equity, of consumer promotions and a more stable set of brand associations that have hedonic and symbolic proprieties, as reflected in brand personality. Current literature treats

12、 the impact of each element separately (Chandon et al., 2000; Kim, 2000), without exploring the question of the relative impact of both set of variables on brand equity. Yet the question is critical in response to the in

13、creasing demand for marketing accountability (Lim et al., 2005) and trends toward spending more on short-term operations rather than brand-building activities. Prior research examines the impact of consumer promotions an

14、d advertising on brand choice or consumer behavior using econometric data (Mela et al. 1997; Mela et al., 1998). This research instead tests consumer perceptions of both promotional intensity and brand personality and me

15、asures their impact on consumer-based brand equity.Much research focuses on developing brand equity measurement tools (e.g., Keller, 2003; Park and Srinivasan, 1994; Yoo and Donthu, 2001); little empirical research attem

16、pts to understand or measure the process of brand equity formation over time through an examination of antecedents (Barwise, 1993). Consumer promotions have positive effects on brand equity, because promotions develop br

17、and awareness for the entire product category and the promoted brands (Blattberg and Neslin, 1990). In contrast, promotions might have a negative impact on brand Krishnamurthi, 1996), increased price and deal sensitiviti

18、es (Mela et al., 1997), and lost brand equity (Yoo et al., 2000). Aaker (1996) establishes that repeated promotions decrease brand equity over time, and Mela, Ataman, and Van Heerde (2006) find that among five selected m

19、arketing mix variables, repeated monetary promotions negatively affect brand equity. In contrast, DelVecchio, Henard, and Freling (2006) demonstrate that sales promotions can either increase or decrease brand preference,

20、 and Ailawadi, Neslin, and Lehmann (2003) provide empirical evidence of the positive long-term impact of price promotions on purchase reinforcement and brand performance.H1. Consumer promotion intensity negatively affect

21、s brand equity.Another stream of research examines consumers' deal proneness. Studies reveal that consumers differ in their responses to sales promotions, which implies the existence of a deal-prone consumer profile

22、(Grover and Srinivasan, 1992; Lichtenstein et al., 1997). Both empirical behavioral research (Ailawadi et al., 2001) and survey research (Garretson and Burton, 2003) show that consumer groups react differently to sales p

23、romotions in general or to specific forms of promotions, such as coupons or everyday low prices. Therefore, this study explores possible heterogeneity in consumer responses to promotions across consumer groups.2.2. Brand

24、 personality and brand equityConsumers use brand personality dimensions as relevant determinants of the brand's added value. Brand personality ensures a stable brand image over time (Aaker, 1996) and allows consumers

25、 to express their own personalities (Aaker, 1997). Brand personality associations, when strongly activated in consumer memory, also affect consumer behaviors and attitudes toward the brand (Wysong, 2000). Although no evi

26、dence relates brand personality dimensions directly to brand equity, various studies explore the impact of brand personality on elements that reflect components or consequences of brand equity. For example, brand persona

27、lity affects brand preferences (Kim, 2000), brand attachment (Sung et al., 2005), brand trust (Hess et al., 2007), and brand loyalty (Brakus et al., 2009).H2. Brand personality positively affects brand equity.The hypothe

28、sized relationships appear in Fig. 1. After testing and comparing the relative impact of the two independent variables, this investigation identifies homogeneous consumer groups, as designated by the impact of promotiona

29、l deals and brand personality on their brand equity perceptions.3. Research methodAn initial sample of 150 volunteers (students and staff members of a large French university, 55% women, average age= 28 years) tested the

30、 research questionnaire and enabled testing measurement scales for reliability and validity. These participants rated three brands (coffee, athletic shoes, and cars) in terms of promotion intensity, brand personality, an

31、d consumer-based brand equity. This stage enabled the purification of the measurement instruments. The second stage consisted of a large-scale, Internet-based survey. Two questionnaire versions (one with two major laptop

32、 brands [Sony Vaio and Acer] and one with two major French coffee brands [Grand'mère and Carte Noire]) were available to the survey participants (i.e., university students and staff). The data analysis relies on

33、 538 completed questionnaires (respondents: 52% women, 71% students, 29% university staff). The overall response rate was 24%.4. MeasurementsThe existing scales for the three constructs (brand equity, brand personality,