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ABSTRACTTHISARTICLEFOCUSESONTHEPOSSIBLERELATIONSHIPBETWEENTHEPARENTBRANDANDANEWBRANDEXTENSIONINPARTICULAR,THESTUDYFOCUSESONTHEIMPACTOFAPARENTBRANDONTHETRIALOFTHEEXTENSIONANDTHERECIPROCALEFFECTOFASUCCESSFULTRIALOFNEW
2、BRANDEXTENSIONSPOSITIONEDHORIZONTALLYANDVERTICALLYONTHEPARENTBRANDRESULTSSHOWPOSITIVEINFLUENCEOFTHEPARENTBRANDONTHETRIALOFTHEEXTENSIONSUCCESSFULTRIALALSOHELPEDTHEPARENTBRANDONARECIPROCALBASIS,PARTICULARLYAMONGTHENONLOYALUSERSANDNONUSERSOFTHEPARENTBRANDANOTHERFINDINGISTHEMODERATINGEFFECTOFCATEGORYPOS
3、ITIONINGONTHEMAGNITUDEOFTHERECIPROCALEFFECTOFTHEBRANDEXTENSIONONTHEPARENTBRANDTHEREISALSOANINDICATIONTHATPRIORPARENTBRANDEXPERIENCEACTSASAMODERATOROFRECIPROCALEFFECTSANEXECUTIVESUMMARYFORMANAGERSANDEXECUTIVEREADERSCANBEFOUNDATTHEENDOFTHISARTICLEINTRODUCTIONFIRMSINTHECORPORATEWORLDHAVELONGRECOGNIZEDT
4、HESTRATEGICROLEOFBRANDEXTENSIONMANYFIRMSCAPITALIZEONBRANDEQUITYTHROUGHABRANDEXTENSIONSTRATEGYBRANDEXTENSIONINVOLVESTHEUSEOFABRANDNAMEESTABLISHEDINONEPRODUCTCLASSTOENTERANOTHERPRODUCTCLASSAAKER,1990TAUBER,1988FOREXAMPLE,IVORYSHAMPOO,JELLOFROZENPUDDINGPOPS,BASICDISPOSABLELIGHTERS,ANDNCRPHOTOCOPIERSARE
5、SUCCESSFULEXTENSIONSOFFAMILIARBRANDSTONEWPRODUCTCATEGORIESBRANDEXTENSIONASAMARKETINGSTRATEGYHASBECOMEEVENMOREATTRACTIVEINTODAYSENVIRONMENTWHEREDEVELOPINGANEWPRODUCTCOSTSALOTOFMONEYANDCANBETIMECONSUMINGLITERATUREONEXTENSIONSDOMINANTLYADDRESSESTHEQUESTIONOFHOWTHEPARENTORCOREBRANDHELPSTHENEWPRODUCTDURI
6、NGITSLAUNCHINGSTAGEALTHOUGHLITERATURETOUCHESONTHEPOSSIBLERECIPROCALEFFECTSOFTHENEWPRODUCTLAUNCHINGONTHEEQUITYOFTHECOREBRAND,THEIRNUMBERISLIMITEDTHISSTUDYEXAMINESTHEPROPOSITIONTHATBRANDEXTENSIONSLAUNCHINGPERFORMANCECOULDAFFECTTHEEQUITYOFTHEPARENTBRANDCONCEPTUALFRAMEWORKLAUNCHINGOFANEWPRODUCTISUSUALLY
7、DONETHROUGHBRANDEXTENSIONSTHENEWLYINTRODUCEDBRANDEXTENSIONCAPITALIZESONTHEEQUITYOFTHEALREADYESTABLISHEDCOREBRANDNAMEDEGRABAANDSULLIVAN,1995PITTAANDKATSANIS,1995OREVENTHECOMPANYORCORPORATENAMEEGSANMIGUEL,COCACOLACONSUMERFAMILIARITYWITHTHEEXISTINGCOREBRANDNAMEAIDSNEWPRODUCTENTRYINTOTHEMARKETPLACEANDHE
8、LPSTHEBRANDEXTENSIONTOCAPTURENEWMARKETSEGMENTSQUICKLYDAWARANDANDERSON,1994MILEWICZANDHERBIG,1994THISSTRATEGYISOFTENSEENASBENEFICIALBECAUSEOFTHEREDUCEDNEWPRODUCTINTRODUCTIONMARKETINGRESEARCHANDADVERTISINGCOSTSANDTHEINCREASEDCHANCEOFSUCCESSDUETOHIGHERPREFERENCEDERIVEDFROMTHECOREBRANDEQUITYINADDITION,A
9、BRANDEXTENSIONCANALSOPRODUCEPOSSIBLERECIPROCALEFFECTSTHATENHANCETHEEQUITYOFTHEPARENTBRANDSWAMINATHANETALS2001STUDYAFFIRMSTHATTHEUSEOFABRANDEXTENSIONSTRATEGYCANRESULTININDUCEDTRIALDUETOBRANDAWARENESSANDEQUITYAMONGEXISTINGCONSUMERSOFTHEPARENTBRANDFROMAMANAGERIALPOINTOFVIEW,EXTENSIONTRIALSHOULDALSOSTRE
10、NGTHENCONSUMERSPROPENSITIESTOWARDBUYINGTHEPARENTBRANDUNLESSTHEEXTENSIONEXPERIENCEISNEGATIVEANDREDUCESTHEPARENTBRANDSEQUITYTHISEFFECTISMOSTPRONOUNCEDAMONGCONSUMERSWHOHAVELOWLEVELSOFLOYALTYTOWARD,OREXPOSURETO,THEPARENTBRANDONTHEOTHERHAND,WHILETHEPOSSIBILITYOFEQUITYREDUCTIONEXISTAMONGHIGHLYLOYALCONSUME
11、RSOFTHEPARENTBRAND,ITSEFFECTSLOWBECAUSEOFTHEIRSTRONGATTACHMENTTOTHEPARENTBANDRESULTINGFROMPREVIOUSPOSITIVEEXPERIENCESCOMMONBRANDEXTENSIONAPPROACHESBRANDEXTENSIONSTRATEGYCOMESINTWOPRIMARYFORMSHORIZONTALANDVERTICALINAHORIZONTALBRANDEXTENSIONSITUATION,ANEXISTINGBRANDNAMEISAPPLIEDTOANEWPRODUCTINTRODUCTI
12、ONINEITHERARELATEDPRODUCTCLASSORINAPRODUCTCATEGORYCOMPLETELYNEWTOTHEFIRMSHEININANDSCHMITT,1994AVERTICALBRANDEXTENSION,ONTHEOTHERHAND,INVOLVESINTRODUCINGABRANDEXTENSIONINTHESAMEPRODUCTCATEGORYASTHECOREBRAND,BUTATADIFFERENTPRICEPOINTANDQUALITYLEVELKELLERANDAAKER,1992SULLIVAN,1990THEREARETWOPOSSIBLEOPT
13、IONSINVERTICALEXTENSIONTHEBRANDEXTENSIONISINTRODUCEDATALOWERPRICEANDLOWERQUALITYLEVELTHANTHECOREBRANDSTEPDOWNORATAHIGHERPRICEANDQUALITYLEVELTHANTHECOREBRANDSTEPUPINAVERTICALBRANDEXTENSIONSITUATION,ASECONDBRANDNAMEORDESCRIPTORISUSUALLYINTRODUCEDALONGSIDETHECOREBRANDNAMEINORDERTODEMONSTRATETHELINKBETW
14、EENTHEBRANDEXTENSIONANDTHECOREBRANDNAMEALTHOUGHABRANDEXTENSIONAIDSINGENERATINGCONSUMERACCEPTANCEFORANEWPRODUCTBYLINKINGTHENEWPRODUCTWITHAKNOWNBRANDORCOMPANYNAME,ITALSORISKSDILUTINGTHECOREBRANDIMAGEBYDEPLETINGORHARMINGTHEEQUITYWHICHHASBEENBUILTUPWITHINTHECOREBRANDNAMEAAKER,1990INTHELOCALSETTINGOFTHEP
15、RESENTSTUDY,THECASEOFAPOPULARHIGHCLASSRESTAURANTCHAINUSINGITSPOPULAR“COVELAND”BRANDNAMEINTHEINTRODUCTIONOFITS“TOURISTCARRENTAL”VENTUREISATYPICALEXAMPLETHEINAPPROPRIATEBRANDEXTENSIONCREATEDDAMAGINGASSOCIATIONS,WHICHMAYBEVERYDIFFICULTFORACOMPANYTOOVERCOME,ASITUATIONSIMILARTOTHEFINDINGSOFLANEANDJACOBSO
16、N1995ANDREISANDTROUT1986WHILETHEBRANDEXTENSIONMUSTCAPITALIZEONTHECOREBRAND,ITMUSTCREATEITSOWNNICHEWITHINTHECOMPANYSBRANDMIXINEFFECT,WHILECAPITALIZINGONTHEEQUITYOFTHEPARENT,ITMUSTATTHESAMETIMETRYTOBREAKAWAYFROMTHEEXISTING“COREBRANDLOYALTY”ANDULTIMATELYESTABLISHITSOWNBRANDLOYALTYNEWPRODUCTACENTRALINFL
17、UENCEONCURRENTPURCHASEOFTHECOREBRANDISTHEEFFECTOFITSPREVIOUSPURCHASEWHICHCANBECONCEIVEDASTHEINERTIALEFFECTOFCONSUMERSTENDINGTOREBUYTHEBRANDTHEYPURCHASEDPREVIOUSLYPREVIOUSPURCHASEISDISTINCTFROMUNDERLYINGBRANDPREFERENCELATTIN1987ANDBUCKLINANDLATTIN1991CAPTUREDTHEDYNAMICPREVIOUSPURCHASEANDSTATICPREFERE
18、NCECOMPONENTSOFBRAND“LOYALTY”ENDURINGBRANDBELIEFSANDATTITUDESFALLUNDERTHEREALMOFTHELABELSTATICPREFERENCEWHENANEXTENSIONISLAUNCHED,CURRENTADVERTISINGISEXPECTEDTOHAVEAPOSITIVEINFLUENCEONITSCURRENTPURCHASETHETHEORYOFHIERARCHYOFEFFECTSAAKERETAL,1992AAKERANDDAY,1974LAVIDGEANDSTEINER,1961POINTSTOTHEPRIMAR
19、YROLEOFADVERTISINGASENHANCINGBRANDAWARENESSANDBELIEFSANDOFANNOUNCINGTHEEXISTENCEOFTHEBRANDORPERSUADINGCONSUMERSTHATTHEBRANDPOSSESSESVARIOUSATTRIBUTESIFTHESEEFFORTSARESUCCESSFUL,THECONSUMERSHOULDBEMORELIKELYTOPURCHASETHEBRANDEXTENSIONBYSWITCHINGFROMTHECOREBRANDTOTHEBRANDEXTENSIONCOMPLIMENTARYPURCHASE
20、COULDALSOHAPPENRECIPROCALEFFECTSPOSITIVERECIPROCALEFFECTSEXISTONLYWHENANAVERAGEQUALITYPARENTBRANDINCOMPARISONTOCOMPETITORSINTRODUCESASUCCESSFULEXTENSIONKELLERANDAAKER,1992EVALUATIONSOFPARENTBRANDSTHATAREALREADYWELLREGARDEDWILLNOTCHANGESIGNIFICANTLYASARESULTOFFAVORABLEEXTENSIONEXPERIENCEFURTHERMORE,E
21、NHANCEMENTEFFECTSEXISTFORBRANDEXTENSIONSTHATARESIMILARTOTHEPARENTBRANDGURHANCANLIANDMAHESWARAN,1998ONTHEOTHERHAND,NEGATIVERECIPROCALEFFECTSCANOCCURWHENTHEEXTENSIONSIMILARITYTOTHEPARENTBRANDISEXTREMELYLOWHOWEVER,THISCANALSOHAPPENWHENTHEEXTENSIONISHIGHLYSIMILARTOTHEPARENTBRAND,BUTNOTOBVIOUSLIKEWISE,DI
22、LUTIONOFAFAMILYBRANDNAMEOCCURSINRESPONSETOINCONGRUENTANDNEGATIVEINFORMATIONABOUTTHEEXTENSION,PARTICULARLYWHENTHEEXTENSIONISPERCEIVEDTOBESIMILARTOTHEPARENTBRANDGURHANCANLIANDMAHESWARAN,1998NEGATIVERECIPROCALEFFECTSALSOEXISTATTHEBRANDATTRIBUTELEVELLOKENANDROEDDERJOHN,1993BUTARENOTCLEARATTHEOVERALLATTI
23、TUDELEVELKELLERANDAAKER,1992USUALLYANEWPRODUCTISTRIEDBYAGROUPOFCONSUMERSWHOAREHETEROGENEOUSINTHEIRPRIOREXPERIENCEWITHTHEPARENTBRANDPRIORUSERS,PRIORSHIFTERS,ANDPRIORNONUSERSASUCCESSFULTRIALRESULTSINAFAVORABLEEXPERIENCEANDFURNISHESNEWINFORMATIONREGARDINGTHEBRANDNAMETOBOTHPRIORUSERSANDPRIORNONUSERSTHEL
24、EARNINGPROVIDEDBYTHEPRODUCTEXPERIENCEWILLLEADTOSTRONGLYHELDBELIEFSREGARDINGTHEEXTENDEDBRANDHOCHANDDEIGHTON,1989KEMPFANDSMITH,1998ROEDDERJOHNETAL1998VIEWEDBRANDKNOWLEDGEASANETWORKOFBELIEFSANDASSOCIATIONSHENCE,THEBELIEFSREGARDINGTHEEXTENSIONBRANDARETRANSFERABLETOTHEPARENTBRANDKELLERANDAAKER1992ANDLOKE
25、NANDROEDDERJOHN1993POSITEDTHATTWOCONDITIONSMUSTBEPRESENTFORTHETRANSFERTOOCCURTHEEXTENSIONINFORMATIONMUSTBEDEEMEDRELEVANTTOTHEPARENTCATEGORYTHISMANDATESSIMILARITYBETWEENTHEPARENTANDTHEEXTENSIONCATEGORIESTHEBELIEFSABOUTTHEPARENTBRANDMUSTUNDERGOACHANGEROEDDERJOHNETAL1998SUGGESTED,HOWEVER,THATTHENETWORK
26、OFBELIEFSLINKEDTOTHEFLAGSHIPPRODUCTTENDSTOBEEXTREME,STRONGLYHELD,ANDRESISTANTTOCHANGEBECAUSEOFTHEACCUMULATEDEXPOSUREANDEXPERIENCEWITHTHEFLAGSHIPPRODUCTHOWEVER,THEBELIEFSASSOCIATEDWITHTHEPARENTBRANDARELIKELYTOBEDIFFERENTVARYINGSTRENGTHSACROSSDIFFERENTSEGMENTSOFCONSUMERSCONSUMERSPRIORUSERSWHOALREADYHA
27、VEAHIGHLEVELOFLOYALTYTOTHEPARENTBRANDHAVEAWELLDEVELOPEDSETOFASSOCIATIONSITISEXPECTED,THEN,THATNEWINFORMATIONFROMTHEEXPERIENCEWITHTHEEXTENSIONBRANDWILLBEUNLIKELYTOPRODUCEASIGNIFICANTCHANGECONVERSELY,CONSUMERSWITHLOWTOMODERATELOYALTYTOWARDTHEPARENTBRAND,THOSEWHOHAVELESSEXPOSURETOTHEPARENTBRAND,ANDTHOS
28、ETHATHAVENEGATIVEASSOCIATION,PARTICULARLYTHENONUSERS,AREMORELIKELYTOBERECEPTIVETOCHANGETHEIRBELIEFSANDAREPRONETOTRYTHENEWBRANDEXTENSIONIFTRIALRESULTSINANUNSUCCESSFULBRANDEXTENSION,ITISLIKELYTHATEXTENSIONTRIALWILLGETNEGATIVEORATLEASTNEUTRALINFORMATIONREGARDINGTHEEXTENSIONAMONGTHEPRIORUSERS,THENEGATIV
29、ERESULTSOFTHEEXTENSIONTRIALCANPROVIDENEWNEGATIVEINFORMATIONTHATCANCONTRADICTTHEIREXISTINGKNOWLEDGESTRUCTURESFORNONUSERS,CHOICEOFTHEPARENTBRANDISALREADYZEROHENCE,THEREISNOMOREEFFECTOFTHENEGATIVEINFORMATIONONTHEIRCURRENTCHOICETHENOTIONTHATADVERTISINGMIGHTINTERACTPOSITIVELYWITHEXPERIENCEISROOTEDINTHEWO
30、RKOFEHRENBERG1974ACCORDINGTOSMITHANDSWINYARD,ADVERTISINGCOULDWORKBYTWOPOSSIBLEADVERTISINGUSAGEINTERACTIONSONEWOULDOCCURBYADVERTISINGHELPINGTOESTABLISHSOURCECREDIBILITYTHEOTHERWOULDOCCURBYADVERTISINGSETTINGUPA“PREDISPOSITION”FORAFAVORABLEUSAGEEXPERIENCE,ANDTHENTHEFAVORABLEEXPERIENCEWOULDDETERMINESUBS
31、EQUENTPURCHASEBEHAVIORDEIGHTON1984,1986DESCRIBEDADVERTISINGASA“FRAME”ONTHEBRANDUSAGEEXPERIENCE,EITHERPREDICTIVEORDIAGNOSTICFRAMINGMIGHTOCCURBEFOREPREDICTIVEORAFTERDIAGNOSTICTHEACTUALEXPERIENCEBEFORETHEEXPERIENCE,THEADVERTISINGMIGHTFOCUSTHECONSUMERONTHEBRANDSBESTATTRIBUTESSOTHATWHENTHECONSUMEREVALUAT
32、ESTHEUSAGEEXPERIENCE,THERESULTISMOREFAVORABLEBECAUSETHECONSUMEREVALUATEDTHEBRANDPRIMARILYONTHESECRITERIAAFTERTHEEXPERIENCETHEADVERTISINGCOULDSUGGESTTOTHECONSUMERHOWTOMAKESENSEOFWHATHEORSHEHASJUSTEXPERIENCED,RESOLVINGAMBIGUITIESANDINFLUENCINGWHATISRETAINEDINMEMORYINBOTHPREDICTIVEANDDIAGNOSTICFRAMING,
33、THEKEYISTHATADVERTISINGINTERACTSWITHTHEUSAGEEXPERIENCETOENHANCETHELIKELIHOODOFREPEATPURCHASINGMETHODOLOGYTHEPARENTBRANDANDITSEXTENSIONSDUETODIFFICULTYINACQUIRINGPERMISSIONFORTHECONDUCTOFTHISSTUDYBECAUSEOFITSNATUREAMONGTHEMAJORINDUSTRYPLAYERS,THERESEARCHWASLIMITEDTOTHEFLAGSHIPBRANDOFANENTREPRENEURIAL
34、BUSINESSVENTUREDEVELOPINGHEALTHCARESOAPBARSUSINGLOCALFRUITSASITBASEINADEVELOPINGCOUNTRYLAUNCHEDFIVEYEARSAGO,THEACCEPTANCEOFTHEPRODUCTBRANDBYTHECONSUMERSISINDICATEDBYITSCURRENTMARKETSHAREINTHECATEGORY183PERCENT,RANKINGSECONDAMONGNINECOMPETITORSINITSINDUSTRYSTRATEGICSEGMENTANDFOURTHAMONG15COMPETINGBRA
35、NDSINITSCATEGORYASPARTOFTHECOMPANYSGROWTHSTRATEGY,ITLAUNCHEDAPRODUCTDEODORANTSPRAYINTHEDEODORANTMARKETUSINGTHESAMEBRANDNAMETHREEMONTHSLATER,ANOTHERPRODUCTSKINSOAPBYTHESAMECOMPANYENTEREDTHEHEALTHCARESOAPCATEGORYPOSITIONEDAS“WHITENING”SKINSOAPADVERTISINGHIGHLIGHTINGTHEBRANDSMAINATTRIBUTESSUPPORTEDLAUN
36、CHINGOFTHEBOTHNEWPRODUCTSTHECOMPANYSETASTARGETATLEAST6PERCENTOFTHETOTALNATIONALCATEGORYSALESAFTERSIXMONTHSFROMLAUNCHINGASGAUGEOFSUCCESSTHEDEODORANTSPRAYPRODUCTGOT602PERCENTWHILETHE“WHITENING”SOAPWASABLETOCAPTURE74PERCENTBYCUTOFFTIMEFORPURPOSESOFTHISSTUDY,THEORIGINALSOAPISCONSIDEREDASTHEPARENTBRAND,T
37、HEDEODORANTSPRAYISCONSIDEREDTHEHORIZONTALEXTENSIONINTOADIFFERENTBUTSIMILARHEALTHCARECATEGORY,ANDTHE“WHITENING”SOAPISCONSIDEREDAVERTICALEXTENSIONINTHESAMECATEGORYBUTTARGETINGADIFFERENTCUSTOMERSEGMENT出处KUANGJUNGCHEN,PROFESSOR,DEPARTMENTOFINTERNATIONALBUSINESS,CHINGYUNUNIVERSITYOFTECHNOLOGY，POSITIVEBRA
38、NDEXTENSIONTRIALANDCHOICEOFPARENTBRAND，JJOURNALOFPRODUCT沙利文，1990）。有两种情况可能选择垂直扩展。品牌延伸引入比核心品牌较低的价格和较低的质量水平（降压），或比核心品牌更高的价格和质量水平（升压）。在垂直品牌延伸的情况下，第二个品牌名称或描述通常是同时推出的核心品牌，以显示品牌延伸与核心品牌名称之间的关联。虽然品牌延伸把新产品和一个知名的品牌或者公司名称连接起来以帮助消费者来检验这个新产品，它也会因为消耗或者损害了已经由核心品牌名称所建立的品牌资产而稀释了核心品牌的品牌形象（阿克，1990）。在本地设置的实时研究中，有关一个流行的高
39、档餐饮连锁使用其非常受欢迎的“COVELAND”品牌去引出合资企业“旅游汽车出租”的案子是非常典型的。不恰当的品牌延伸会导致破坏性的联想，对于公司来说是非常难去克服的，这种情况类似于LANE和JACOBSON（1995）以及REIS和TROUT（1986）发现的结果。然而品牌延伸必须利用核心品牌，它必须在公司品牌组合中建立它自己的利基。实际上，在利用母品牌品牌资产时必须在同一时间尝试摆脱现有的“核心品牌的忠诚度”，最终建立自己品牌的忠诚度（新产品）。关于核心品牌当前购买的一个中心影响可以理解为消费者由于惯性效应倾向于去购买他们以前购买过的产品而到来的效果。以前购买不同与品牌偏好（拉廷，1987
40、年；巴克林和拉廷，1991）和动态以及静态（偏好）部分的品牌品牌忠诚度。持久的品牌信念和态度属于静态的标签偏好。当一个品牌延伸开展时，当前的广告投入对当前购买有着积极的影响。效果层次理论（阿克等，1992；阿克尔和戴，1974年；拉维奇和斯特纳，1961年）指出了广告在加强品牌意识和信念，宣传品牌的存在和说服消费者该品牌拥有的各种属性方面扮演着主要角色。如果这些努力获得成功，消费者就更有可能购买有核心品牌转化而来的延伸品牌。免费购买也可能发生。相互影响积极的互动效应只存在于平均质量的母品牌（相对于竞争对手）和引入了一个成功延伸之间（科勒和阿克，1992）。母品牌的评价早已认为不会显著影响成功延
41、伸的结果。此外，增强品牌延伸的效果与母品牌是相似的（GURHANCANLI和MAHESWARAN，1998）。另一方面，当延伸与母品牌相似时发生负面互动效应的可能性是非常低的。当然这也有可能发生在延伸与母品牌非常类似时，但不显著。同样，当延伸出现不协调的反应和消极信息时一个家族品牌名称的稀释反应就会发生，尤其是当延伸被认为是类似于母品牌时（GURHANCANLI和MAHESWARAN，1998）。消极的互动效应也存在于品牌的属性水平中（洛肯和ROEDDER，约翰，1993年），但在整体态度水平中（KELLER和阿克，1992年）并不是很明确。通常一个新产品是由一群在先前购买经历中存在对母品牌质
42、疑的消费者尝试的以往用户，先前潜在顾客和以往非使用者。一个成功的试验带来有利的经验并向事先使用者和非使用者都提供关于品牌名称的新消息。该产品所提供的学习经验将导致延伸品牌的强烈信仰（霍克和戴顿，1989；肯普夫和斯密斯，1998年；ROEDDER约翰等，1998年），并把品牌知识看作是信念和联想的一张网络。因此，延伸品牌的信念是要转移到母品牌的（KELLER和阿克，1992以及洛肯和ROEDDER，约翰，1993），这两个条件必须成立转移才会发生1该品牌延伸信息必须与母品牌产品相关。母品牌产品与延伸产品之间的任务是相似的。2对母品牌的信仰必须经历一个转变。ROEDDER约翰等（1998年）建议
43、，但是，由于和旗舰产品接触的积累和经验的增加，由信念和旗舰产品链接而成的网络往往是极端的，强烈的，不易改变的。然而，与母品牌关联的信仰很可能在不同细分市场的消费者是不同的（不同浓度）。消费者（先前用户）已经拥有很高母品牌忠诚度水平的将会产生一系列有利的联想。这是意料之中的，那么，从品牌延伸经验得到的新信息将不会产生重大变化。相反，对母品牌只有轻微到中等忠诚度的消费者，与母品牌只有很少的接触，将会产生消极的联想，尤其是非用户，更有可能改变自己的信念而且很容易尝试新品牌（延伸）。如果在一个品牌延伸尝试没有成功，很可能会带来有关于延伸的负面的或至少是中立的信息。对于先前用户，消极的试验结果可能会产生
44、新的负面信息进而违背自己已有的知识结构。对于非用户，选择母品牌的可能性已经是零因此，负面消息并不会对他们当前的购买产生更多的影响。那种认为广告有积极互动效应的观点可能是植根于埃伦伯格（1974年）的经验。据史密斯和斯维亚德，广告可以根据两个可能的广告作用而产生作用。一个是通过广告帮助建立资源的可信度。另一个是通过广告为良好的体验设置一个“倾向”，然后锁取得的良好经验将决定以后的购买行为。戴顿（1984，1986）描述广告为一个有关品牌使用经验无论是预测或诊断的定位。定位可能会发生在实践经验之前（预测）或之后（诊断）。在实践经验之前，广告的重点可能放在让消费者了解品牌的最佳属性上，以便当消费者评
45、估使用经验时结果是更有利的，因为消费者多数根据这些标准进行品牌评估。在实践经验之后，广告可以建议消费者如何理解他或她刚刚经历的，帮助解决不明确的概念并影响什么将会保存在消费者的脑中。无论是预测还是诊断，关键是让使用经验与广告互动，提高重复购买的可能性。方法论母品牌和它的延伸由于主要行业参与者的性质，这项调查很难获得许可，研究仅限于企业在发展中国家利用当地的水果推出一种健康的香皂作为它的旗舰品牌。五年前推出一个产品，在目前的区域中因消费者接受而带来的市场占有率是183，排在产业战略区域的九个竞争对手的第二位，在同一类别的竞争品牌中排名第四。作为公司发展战略的一部分，它在除臭剂市场中使用相同的品牌
46、名称推出一种产品（除臭喷雾）。三个月后，同一家公司又推出了一种定位为“美白”的皮肤香皂进入保健香皂的领域。广告突出了品牌的主要特性以支持这两种新产品的推出。公司设定在产品推出六个月以后，以全国同类产品销量的6作为新产品推出的目标。除臭喷雾产品要求有602同时“美白”香皂是能够在截至事件之前达到74。作为本研究的目标，原肥皂看作是母品牌，除臭喷雾被认为是进入一个不同但相似的保健领域的水平延伸，而“美白”肥皂被认为是在同一产品类别中的垂直延伸，但是定位不同的消费者。出处KUANGJUNGCHEN,PROFESSOR,DEPARTMENTOFINTERNATIONALBUSINESS,CHINGYUNUNIVERSITYOFTECHNOLOGY，POSITIVEBRANDEXTENSIONTRIALANDCHOICEJJOURNALOFBRANDMANAGEMENTVOLUME12ISSUE2325
