品牌延伸对母品牌的不利影响[外文翻译].doc

1、毕业论文（设计）外文翻译标题THENEGATIVEIMPACTOFBRANDEXTENSIONSONPARENTBRANDIMAGE原文1INTRODUCTIONIFWEANALYSEANYGENERALDEFINITIONOFAPRODUCT,WEFINDTHATTHEREARETHREELEVELSTHEFIRSTISTHEPRODUCTITSELF,WHICHINCLUDESTHEPHYSICALANDTANGIBLEASPECTSOFTHESAMEDESIGN,FEATURES,PACKAGING,ETCTHESECONDLEVELENCOMPASSESTHEADDEDSERVICES

2、WARRANTEES,FINANCE,AFTERSALESSERVICE,ETCANDTHETHIRDLEVELINCLUDESTHEMOSTINTANGIBLEASPECTSSUCHASTHEBRANDNAME,QUALITYPERCEPTIONS,REPUTATION,ETCDECHERNATONYANDMCDONALD,1998INTANGIBLEASPECTSAMONGTHEINTANGIBLEASPECTSOFTHEPRODUCT,THEBRANDISTHEMOSTIMPORTANT,GIVENTHATTHEMAJORITYOFMARKETINGSTRATEGIESTENDTOHIG

3、HLIGHTTHEBRANDINCLUDINGALLOFITSADDEDELEMENTSLIKELOGOTYPEORSLOGANMORETHANTHEPRODUCTISBEINGSOLDTHEREFORE,THEBRANDISONEOFTHEMOSTIMPORTANTASSETSTHATCOMPANIESHAVE,ANDASSUCH,COMPANIESTAKEADVANTAGEOFITINTHEIRBUSINESSSTRATEGYINRECENTYEARS,COMPANIESHAVEUSEDBRANDEXTENSIONSTRATEGIESTOLAUNCHNEWPRODUCTSONTOTHEMA

4、RKET,GIVENTHATTHISSTRATEGYDECREASESTHERISKOFFAILUREOFTHESEPRODUCTS,BECAUSECONSUMERSWILLBETTERACCEPTTHENEWPRODUCTSLAUNCHEDUNDERKNOWNSYMBOLSHOWEVER,THISSTRATEGYCANALSOCAUSENEGATIVEEFFECTSINTHEPERCEPTIONSOFCONSUMERS,WHICHTRANSLATEINTOADILUTIONOFTHEBRANDIMAGETHEOBJECTIVEOFTHISSTUDYISTOLOOKDEEPLYINTOTHEN

5、EGATIVEEFFECTSTHATBRANDEXTENSIONSTRATEGIESMAYHAVEONTHEBRANDIMAGE,TAKINGINTOACCOUNTTHEMOSTRELEVANTVARIABLESCONSIDEREDINTHELITERATUREFORTHISREASON,THENEXTTWOSECTIONSPRESENTAREVIEWOFTHESTUDIESABOUTBOTHBRANDIMAGEANDBRANDEXTENSIONSTHEFOURTHSECTIONINCLUDESTHEHYPOTHESESTOBETESTED,ANDTHENEXTSECTIONDESCRIBES

6、THEMETHODOLOGYUSEDTHEINFORMATIONISSUBSEQUENTLYANALYSED,ANDTHEMAINCONCLUSIONSANDIMPLICATIONSAREPRESENTEDINTHELASTSECTION2BRANDIMAGELIKEOTHERABSTRACTCONCEPTS,SUCHASBRANDVALUE,BRANDIMAGECANHAVEMULTIPLEMEANINGSANDINTERPRETATIONSACCORDINGTOTHEVARIOUSPOINTSOFVIEWLINKEDTOBUSINESSSTUDIESEGPSYCHOLOGYPERSPECT

7、IVEONEOFTHEDEFINITIONSOFBRANDIMAGETHATISWIDELYACCEPTEDINTHELITERATUREISTHEONECONTRIBUTEDBYKELLER1993,WHICHDEFINESTHISTERMASTHE“PERCEPTIONSABOUTABRANDREFLECTEDASASSOCIATIONSEXISTINGINTHEMEMORYOFTHECONSUMER”ACCORDINGTOTHISAUTHOR,THEASSOCIATIONSCANBECREATEDFROMDIRECTEXPERIENCE1WITHTHEGOODORSERVICE,FROM

8、THEINFORMATIONCOMMUNICATEDBYTHECOMPANYITSELF,BYOTHERCOMMERCIALSOURCESANDBYWORDOFMOUTHANDBYMAKINGINFERENCESACCORDINGTOPREEXISTINGASSOCIATIONSABOUTTHECOMPANY,THEORIGIN,ETCINHERENTASSOCIATIONSTHEASSOCIATIONSTHATMAKEUPTHEBRANDIMAGECANREFERTOBOTHTANGIBLEANDINTANGIBLEASPECTS,INTRINSICOREXTRINSIC,ANDCANBET

9、HERESULTOFBOTHEXTERNALANDINTERNALSTIMULITOEACHINDIVIDUAL,DEPENDINGONTHEIROWNEXPERIENCEWITHTHEBRANDINQUESTIONTHEREFORE,SETTINGTHELIMITSOFTHEKINDSOFASSOCIATIONSINHERENTTOAPARTICULARBRANDISNOMINORTASK,ANDNUMEROUSEFFORTSHAVEBEENDIRECTEDATATTEMPTINGTOSYSTEMATISEANDSPECIFYTHEPOSSIBLEDIMENSIONSTHATCANSIGNI

10、FICANTLYINFLUENCETHEIMAGECOMPONENTAAKER1994INDICATESTHATTHEASSOCIATIONSAREBASEDONASPECTSSUCHASTHEATTRIBUTESOFTHEPRODUCT,INTANGIBLEFACTORSPERCEIVEDQUALITY,TECHNOLOGICALLEADERSHIP,ETC,BENEFITSPROVIDEDTOTHECUSTOMER,RELATIVEPRICE,USEORAPPLICATION,THEKINDOFUSERORCUSTOMER,AKNOWNPERSONAGEWHOSERVESASPROMOTI

11、ONALPRESENTER,LIFESTYLE,BRANDPERSONALITY,CLASSOFPRODUCT,COMPETITORPRODUCTSANDCOUNTRYOFORIGINCLASSIFYINGMETHODKELLER1993PRESENTSAMORESTRUCTUREDCLASSIFYINGMETHODFORTHESEVARIABLES,INADDITIONTOCONSIDERINGOTHERDIMENSIONS,ANDINDICATESTHATBRANDASSOCIATIONSMAYBEBROKENDOWNINTOATTRIBUTES,BENEFITSANDATTITUDESA

12、CCORDINGTOTHISAUTHOR,CONSUMERSWILLEVALUATETHEBRANDOVERALLATTITUDES,TOTHEEXTENTTHATTHEDESCRIPTIVECHARACTERISTICSOFTHEGOODORPERTINENTSERVICEATTRIBUTESADAPTTOTHECONSUMERSBENEFITSTHUS,KELLERAFFIRMSTHATTHEKINDSOFASSOCIATIONSWILLBEMOREORLESSSTRONGINTHEMEMORYOFTHEINDIVIDUALACCORDINGTOTHEAMOUNTOFINFORMATION

13、SUPPLIEDANDTHEINFORMATIONPROCESSANDTHEFAVOURABLEATTITUDETOWARDSABRANDWILLDEPENDONTHEDEGREETOWHICHTHEATTRIBUTESANDBENEFITSOFTHEBRANDSERVETOSATISFYITSTARGETMARKETMOREOVER,KELLERINDICATESTHENEEDTOMEASURETHECONGRUENCEBETWEENTHEVARIOUSASSOCIATIONSFORAGIVENBRANDANDTHELEVERAGEBYSECONDARYASSOCIATIONSREGARDI

14、NGTHECOMPANYREPUTATION,CREDIBILITY,ETC,THECOUNTRYOFORIGIN,THEDISTRIBUTIONCHANNELSPRICE,ADVISING,QUALITY,SERVICE,ETC,ANDTHEEVENTOREXISTENCEOFACELEBRITYSPOKESPERSONORSOMEONEENCOURAGINGCUSTOMERSTOBUYTHEPRODUCTORSERVICEFINALLY,AMONGTHEMANYOTHERWORKSTHATREITERATETHERELEVANCEOFSOMEOFTHEVARIABLESCONSIDERED

15、EGSEEPORTERANDCLAYCOMB1997ANDGWINNERANDEATON1999,WHOPOINTOUTTHERELEVANCEOFRETAILSETTINGANDEVENTSPONSORSHIPRESPECTIVELY,WECANHIGHLIGHTTHECONTRIBUTIONBYGARCARODRIGUEZANDBERGANTIOS2001,WHOINDICATETHATTHEKEYASPECTSTHATCANINFLUENCETHEIMAGEARETHEBENEFITSOFTHEPRODUCT,THEPACKAGING,THEDISTRIBUTIONCHANNEL,THE

16、COMMUNICATION,THENAMEOFTHEBRANDANDTHESYMBOLANDSLOGANTHREEDIMENSIONSTHEVERIFIEDEXISTENCEOFAMULTITUDEOFVARIABLESAFFECTINGTHEASSOCIATIONSTHATCONSTITUTETHEBRANDIMAGEISACONSIDERABLEOBSTACLEFOREMPIRICALRESEARCHTHEREFORE,INORDERTOFACILITATETHEANALYSES,ANDWHILEATTEMPTINGTOSEEKABALANCEBETWEENCOST,VIABILITYAN

17、DTHETOTALITYOFALLPOSSIBLEINDICATORS,AAKERANDLVAREZDELBLANCO1995PROPOSETHEUSEOFJUSTTHREEDIMENSIONSFORAPPRAISINGTHEIMAGEOFABRAND,WHICHARETHEPERCEIVEDVALUE,THEPERSONALITYANDTHEORGANISATIONTHEPERCEIVEDVALUEINVOLVESTHEFUNCTIONALBENEFITSOFTHEPRODUCT,ANDITATTEMPTSTOMEASUREWHETHERORNOTASUITABLERELATIONSHIPE

18、XISTSBETWEENTHEPERFORMANCEANDTHEPRICEOFTHEBRANDTHEPERSONALITYREFERSTOTHESYMBOLICANDEMOTIONALBENEFITSORIGINATINGFROMTHEBRANDANDFINALLY,THEORGANISATIONCOMPONENTISCLOSELYCONNECTEDWITHTHEORGANISATIONSIMAGEANDAIMSATTHEDEGREEOFADMIRATIONFORTHECOMPANY,THELEVELOFCONFIDENCEINTHEBRANDANDINGENERALTHESEVERALFEE

19、LINGSOFBOTHTHEBRANDIMAGEITSELFASWELLASTHECORPORATEIMAGE,WHICHCANDECISIVELYAFFECTTHEPERCEPTIONSOFANINDIVIDUALONETERMINTRINSICALLYTIEDTOTHEBRANDIMAGE,ALTHOUGHCLEARLYDIFFERENTIATEDFROMIT,ISTHEBRANDIDENTITYONEOFTHEMOSTCOMMONERRORSINEVALUATINGBRANDIMAGEISTHEBELIEFTHATBOTHASPECTSAREIDENTICAL,WHATAAKER1996

20、CALLSTHE“BRANDIMAGETRAP”THECONFUSIONBETWEENBRANDIMAGEANDBRANDIDENTITYNOTONLYTRANSCENDSTHELEXICALPLANE,BUTITALSOTRANSLATESINTOERRONEOUSBUSINESSMANAGEMENTTHEREFORE,WHENANIMAGEISCREATED,THESIGNSDERIVEDFROMTHEASSOCIATIONSMUSTBEANALYSED,INADDITIONTOTHEMANNERINWHICHTHEPERCEPTIONSCANBEINFLUENCEDANDWHATTHEU

21、NDESIRABLESIGNALSMAYBEGENERATED,GIVENTHATTHEATTRIBUTESTHATTHEMANUFACTURERHIGHLIGHTSASADVANTAGESOFTHEPRODUCTMIGHTHAVENEGATIVECONNOTATIONSGARCARODRIGUEZANDBERGANTIOS,2001ANDMIGHTVARYDEPENDINGONTYPOLOGIESOFCONSUMERSVARIOUSASSOCIATIONSAAKER1996DEFINESTHEBRANDIDENTITYASASETOFASSETSANDLIABILITIESLINKEDTOT

22、HENAMEANDSYMBOLOFTHEBRANDTHATEMBODYORTAKEAWAYFROMTHEVALUEPROVIDEDBYAPRODUCTORSERVICEFORACOMPANYAND/ORITSCUSTOMERSTHEIDENTITYOFTHEBRANDALLUDESTOTHEVARIOUSASSOCIATIONSTHATTHECOMPANYATTEMPTSTOCOMMUNICATE,REGARDLESSOFTHEFACTTHATINTHEENDTHEYTRANSLATEINTOTRULYPERCEIVEDASSOCIATIONSIMAGETHISBUSINESSVARIABLE

23、ISGOINGTOBECOMEVERYRELEVANTWHENCONSIDERINGTHEPOSSIBLEBRANDSTRATEGIESTHATACOMPANYCANFOLLOWTHUS,CRUZANDCERVIO1996INCLUDETHECONCEPTOFTHEBRANDIDENTITYPRISM,WHICHENCOMPASSESASPECTSSUCHASPHYSICALATTRIBUTES,PERSONALITY,THEIMAGEITSELF,REPRESENTATIONANDRELATIONSHIPSTHESEAUTHORSUSETHEBRANDIDENTITYPRISM,TOGETH

24、ERWITHTHESCHEMABYRAOANDRUEKERT1995,TOPROPOSEAMODELTHATEVALUATESTHEALLIANCESAMONGBRANDSTHATAREREADYTOLAUNCHNEWPRODUCTSONTOTHEMARKET,SOMETHINGTHAT,INFACT,COULDBEUNDERSTOODASABRANDEXTENSIONSTRATEGYITBECOMESEVIDENTTHATINTERACTIONSEXISTBETWEENTHEEXTENSIONSTRATEGYANDTHEBRANDIDENTITYTHATTHECOMPANYWANTSTOTR

25、ANSMITNEVERTHELESS,WEHAVETORAISETHEQUESTIONTHAT,BEFORESTARTINGTOANALYSETHERELATIONSHIPSEXISTINGBETWEENWHATTHECOMPANYWANTSTOTRANSMITTOTHEMARKETIDENTITYANDTHEBRANDEXTENSIONSTRATEGY,WEHAVETOKNOWTHEPERCEIVEDASSOCIATIONSBYTHECONSUMERSIMAGEANDHOWTHEYAREINFLUENCEDBYTHEBRANDEXTENSIONSTRATEGY,GIVENTHATTHECHA

26、NGESTOTHEIMAGETHATTHISSTRATEGYMAYPRODUCEWILLDETERMINETHEACCEPTANCEORNOTOFTHEEXTENSIONONTHEMARKET3BRANDEXTENSIONSINORDERTOAVOIDTHEHIGHRATESOFFAILUREOFNEWPRODUCTS,THEBRANDEXTENSIONSTRATEGYHASBEENUSEDASONEOFTHEMOSTPROFITABLEGROWTHOPTIONSFORCOMPANIESINRECENTDECADESTHEESTIMATESVARY,BUTINGENERAL,EIGHTOUTO

27、FEVERYTENNEWPRODUCTSAREINTRODUCEDASANEXTENSIONOFANEXISTINGBRANDOURUSOFFETAL,1992MARKETINGCOSTSTHESUCCESSOFTHISSTRATEGICOPTIONRESIDESINTHEBROADCONSENSUSTHATTHEUSEOFBRANDSESTABLISHEDONTHEMARKETFORENTERINGINTONEWCLASSESORCATEGORIESOFPRODUCTSSUBSTANTIALLYREDUCESTHEINITIALMARKETINGCOSTSESPECIALLYTHECOMMU

28、NICATIONANDDISTRIBUTIONCOSTS,INCREASESTHEEFFECTIVENESSOFTHEMARKETACTIONSANDREINFORCESTHEPROBABILITYOFACCEPTANCEOFTHENEWPRODUCTANDTHEREFOREBUSINESSSUCCESSMORRIN,1999THEREARENUMEROUSSTUDIESTHATVOUCHFORTHISPHENOMENONFOREXAMPLESMITHANDPARK1992DEMONSTRATETHEPOSITIVEEFFECTSTHATAREDERIVEDFROMBRANDEXTENSION

29、SASREGARDSTHEMARKETSHAREANDTHEADVERTISINGEFFECTIVENESSINADDITION,PARKETAL1986AFFIRMTHATTHROUGHPROPERMANAGEMENT,EXTENSIONSCANREINFORCEPOSITIONINGINGENERAL,BRANDEXTENSIONSANDLINEEXTENSIONSAREDISTINGUISHEDFROMEACHOTHER,ALTHOUGHACERTAINCONFUSIONCANBEFOUNDINTHELITERATURE,ANDBOTHOFTHESESTRATEGICALTERNATIV

30、ESTENDTOBEINCLUDEDUNDERTHEGENERICNAMEOFBRANDEXTENSIONSTHROUGHALINEEXTENSION,ABRANDNAMEISUSEDINORDERTOMARKETANEWPRODUCTINTHESAMECATEGORYCLASS,WHICHCANBEORIENTEDTOANEWMARKETSEGMENTORBEDIRECTEDTOTHECURRENTTARGETMARKETPRESENTINGMINORMODIFICATIONSWITHTHEBRANDEXTENSIONOPTION,ACOMPLETELYDIFFERENTCATEGORYOF

31、PRODUCTISMEANTTOBEMARKETEDAAKERANDKELLER,1990FOREXAMPLE,SONYHASPERFORMEDBOTHLINEEXTENSIONSLIKENEWMODELSOFCURRENTTELEVISIONSETSANDBRANDEXTENSIONSWHENSONYGOTINTHEDIGITALCAMERASMARKETBRANDEXTENDIBILITYTHEDECISIONTOUSEANEXTENSION,ASWELLASITSMAGNITUDE,ISMOTIVATEDBYVARIOUSINTERNALANDEXTERNALCONSIDERATIONS

32、THATAREINTRINSICANDEXTRINSICTOTHEBRANDRANGASWAMYETAL1993AFFIRMTHATTHEEXTENDIBILITYOFABRANDDEPENDSONTHEVALUETHATITHASFORCONSUMERS,ACCORDINGTOWHETHERITPROVIDESTHEMWITHMOREORLESSUTILITYASREGARDSITSTANGIBLEATTRIBUTESORINTANGIBLECHARACTERISTICSONTHEOTHERHAND,WHILEANALYSINGTHEPERSONALCOMPUTERINDUSTRY,PUTS

33、ISANDBAYUS2001INDICATETHATTHESECTORWHERETHECOMPANYDEVELOPSISASUBSTANTIALVARIABLETHEREAREVARIOUSFACTORSTHATINDICATETHEGREATERORLESSERACCEPTANCEOFTHEBRANDEXTENSIONSBYTHETARGETMARKETGENERALLY,RESEARCHERSCOINCIDEINPOINTINGOUTTHEDEGREEOFSIMILARITYOR“FIT”BETWEENTHEORIGINALBRANDANDTHECATEGORYOFTHEEXTENDEDP

34、RODUCT,ASTHEDECISIVEFACTORFORBOTHANALYSINGTHEEXTENSIONSANDWITHREGARDTOTHERETROACTIVEEFFECTSTOTHEPARENTBRANDINADDITIONTOTHEFIT,WHICHISINDICATEDBYALMOSTALLEXISTINGSTUDIES,THEREAREANENDLESSNUMBEROFOTHERVARIABLESAMONGWHICHWECANHIGHLIGHTTHEPERCEIVEDQUALITYOFTHEBRANDTHATSEEMTOHOLDAPROMINENTROLESUNDEANDBRO

35、DIE,1993NIJSSENANDHARTMAN,1994BOTTOMLEYANDDOYLE,1996FORINSTANCE,INBOTHAAKERANDKELLERS1990WORKANDLATERSIMILARRESEARCH,ADIRECTORINDIRECTEFFECTOFTHEPERCEIVEDQUALITYOFTHEBRANDINBRANDEXTENSIONACCEPTANCEHASBEENFOUNDSEVERALAUTHORSHAVESUGGESTEDTHATINDIVIDUALSWILLTRANSMITTHEIRBELIEFSABOUTTHEBRANDTOTHEEXTENSI

36、ONIFTHEYOBSERVEAFITBETWEENBOTHELEMENTSFISKEANDPAVELCHAK,1986ROTHBARTANDLEWIS,1988THESTUDIESTHATHAVEUSEDTHEFITVARIABLEHAVEREACHEDDIFFERENTRESULTS,WHICHINITIALLYSEEMSLOGICAL,GIVENTHEDIVERSITYOFMEASUREMENTAPPROACHESANDMETHODSUSEDEVENTHOUGHTHEMAJORITYCOINCIDEINPOINTINGOUTTHEPOSITIVEEFFECTSOFTHEFITINTHEB

37、RANDEXTENSIONAAKERANDKELLER,1990BOUSHANDLOKEN,1991PARKETAL,1991ETC,WECANALSOFINDAUTHORSWHOPROVIDEEVIDENCETHATTHISVARIABLEDOESNOTEXERCISEANYINFLUENCESMITHANDANDREWS,1995PARKANDSRINIVASAN,1994BRONIARCZYKANDALBA,1994ACCORDINGTOBOUSHANDLOKEN1991,THEPERCEPTIONOFFITWILLDEPENDONTHEVARIABILITYBETWEENTHEKIND

38、SOFPRODUCTSMARKETEDUNDERTHESAMEBRANDUMBRELLABRANDBREADTHSUCHTHATTHEGREATERTHEBREADTH,THEMOREPROBABLEITISTHATLINKSAREIDENTIFIEDBETWEENSCARCELYSIMILAREXTENSIONS出处EVAMARTNEZANDJOSMPINATHENEGATIVEIMPACTOFBRANDEXTENSIONSONPARENTBRANDIMAGEJJOURNALOFPRODUCTNIJSSENANDHARTMAN,1994BOTTOMLEYANDDOYLE,1996。例如在同时

39、AAKER和KELLERS1990的作品中和后来的类似的研究，直接或间接的品牌认知度在品牌延伸上的影响接受被发现。许多作者暗示个人将会把自己信仰的品牌推广如果他们遵守合适的二者之间的元素FISKEANDPAVELCHAK,1986ROTHBARTANDLEWIS,1988。这些研究，使用了合适的变量已经达到了不同的结果，是最初似乎合乎逻辑，给出了测量的多样性途径与所使用的方法。尽管大多数不约而同地指出最合适的品牌延伸的积极影响AAKERANDKELLER,1990BOUSHANDLOKEN,1991PARKETAL,1991ETC。我们也可以找到些作者他们提供了一些能表明这个变量不产生任何影响的证据SMITHANDANDREWS,1995PARKANDSRINIVASAN,1994BRONIARCZYKANDALBA,1994。根据BOUSH和LOKEN1991，适合的感知取决于在相同的品牌伞（品牌宽度）那样的更宽的市场销售产品的类型之间的可变性，更可能是它的连接是确认那些几乎相似的延伸之间。出处EVAMARTNEZANDJOSMPINATHENEGATIVEIMPACTOFBRANDEXTENSIONSONPARENTBRANDIMAGEJJOURNALOFPRODUCTBRANDMANAGEMENT2003127,PP432448