1、毕业论文外文翻译题目某企业品牌延伸的风险及规避对策一、外文原文标题BRANDEXTENSIONSTRATEGYPLANNINGEMPIRICALESTIMATIONOFBRANDCATEGORYPERSONALITYFITANDATYPICALITY原文BRANDEXTENSIONSTHEUSEOFANEXISTINGBRANDNAMEONANEWPRODUCTINANEWCATEGORYTOBENEFITFROMTHEEXISTINGBRANDNAMESAWARENESSANDASSOCIATIONSLEVERAGE,THEINVESTMENTSACOMPANYMAKESINITSEXIST
2、INGBRANDNAMESANDHEDGEAGAINSTTHERISKOFNEWPRODUCTFAILURESTHEPOPULARITYOFTHISSTRATEGYISDUETOTHEBELIEFTHATITLEADSTOHIGHERCONSUMERTRIALTHANTHEUSEOFANEWBRANDNAMEBECAUSEOFTHEAWARENESSLEVELSANDASSOCIATIONIMAGERYEQUITIESOFTHEBRANDNAMEBEINGLEVERAGEDKELLER2003,P582MANYCOMPANIESTODAYALSOSEEKTOLEVERAGETHEIREXIST
3、INGBRANDASSETSTHROUGHLICENSINGDEALSTOOTHERMANUFACTURERSINOTHERCATEGORIESEG,THECATERPILLARBRANDONBOOTS,MADEBYWOLVERINEFOOTWEARORTHROUGHCOBRANDINGARRANGEMENTSEG,HARLEYDAVIDSONWITHFORDTRUCKSTHESEEXTENDIBILITYADVANTAGESSIGNIFICANTLYCONTRIBUTETOABRANDSFINANCIALVALUEBECAUSETHEYRAISETHEESTIMATEOFITSFUTURER
4、EVENUESKELLER2003,P499HOWEVER,NOTALLBRANDEXTENSIONSSUCCEED,ANDTHEREISARISKTHATFAILUREWILLBACKFIREONTHEIMAGEOFTHEPARENTBRANDMARTINEZANDPINA2003INTHEUNITEDSTATES,NEWPRODUCTSEXPERIENCEFAILURERATESBETWEEN80AND90,ANDBRANDEXTENSIONSFAILATASOMEWHATLOWERRATEKELLER2003,PP58182THUS,THEREHASBEENABURGEONINGACAD
5、EMICRESEARCHSTREAMONTHEFACTORSTHATPROMOTEORREDUCETHESUCCESSOFBRANDEXTENSIONSTHISACADEMICRESEARCHHASHIGHLIGHTEDTHECONTRIBUTINGROLEOFTHEBREADTHANDABSTRACTNESSOFTHEEXTENDINGBRANDSASSOCIATIONSANDIMAGERYANDTHEFITOFTHESEWITHTHETARGETCATEGORYTHISARTICLEFILLSAVOIDINTHELITERATUREBYPROPOSINGAMETHODOLOGYTOESTI
6、MATETHESECONSTRUCTSBYSEPARATELYMEASURINGTHEASSOCIATIONIMAGERYOFTHEEXTENDINGBRAND,ITSPARENTCATEGORY,ANDTHATOFTHEPRODUCTCATEGORYINTOWHICHITISBEINGEXTENDEDUSINGABAYESIANFACTORANALYTICMODELANSARIANDJEDIDI2000ANSARI,JEDIDI,ANDDUBE2002FORBRANDANDCATEGORYPERSONALITY,WEDERIVEMEASURESOFABRANDSATYPICALITYWITH
7、RESPECTTOITSPARENTCATEGORYANDFITWITHTHETARGETCATEGORYINTHEEMPIRICALSTUDY,WEESTIMATETHEBRANDPERSONALITYMODELANDBRANDATYPICALITYANDFITMEASURESWITHANATIONALLYREPRESENTATIVESAMPLEWETHENVALIDATETHESEMEASURESBYPREDICATIVELYTESTINGPROPOSEDBRANDEXTENSIONSWITHASECOND,INDEPENDENT,NATIONALLYREPRESENTATIVESAMPL
8、ETHEMETHODOLOGYPROVIDESKEYSTRATEGICINSIGHTSFORGENERATINGANDASSESSINGSUCCESSFULBRANDEXTENSION,LICENSING,ANDCOBRANDINGOPPORTUNITIESTHEBRANDEXTENSIONLITERATUREABRANDEXTENSIONUSESANEXISTINGBRANDNAMEONANEWPRODUCTINANEWCATEGORYTOBENEFITFROMTHEEXISTINGBRANDNAMESATTRIBUTEANDIMAGERYAWARENESSANDASSOCIATIONSTO
9、GAINCONSUMERTRIAL,RETAILERDISTRIBUTION,ANDSOFORTH,INTHENEWCATEGORYFOREXAMPLE,ACROSSCATEGORYBRANDEXTENSIONCOULDBEONEINWHICHACARBRAND,SUCHASPORSCHE,EXTENDSINTOCATEGORIESSUCHASPENSOREYEGLASSESPRESUMABLY,CONSUMERSFAVORABLEDISPOSITIONTOWARDPORSCHEANDITSASSOCIATIONSWITHPRESTIGEANDEXCITINGSTYLEWOULDEXTENDT
10、OTHENEWENTRIESCONSEQUENTLY,THELITERATUREARGUESTHATTHEEXTENDINGBRANDNAMEMUSTFIRSTPOSSESSHIGHAWARENESSANDASSOCIATIONSTHATARESALIENT,STRONG,POSITIVE,RELEVANT,ANDUNIQUEKELLER2003,PP600601THESEBRANDASSOCIATIONSMUSTTHENALSOFITTHECATEGORYBEINGEXTENDEDINTOANDBEBROADANDABSTRACTENOUGHTOACCOMMODATETHENEEDSOFTH
11、ATNEWCATEGORYFITEXTENSIONSOFABRANDINTOANEWCATEGORYFACETHEPARTICULARCHALLENGEOFNEEDINGTOFITBEPERCEIVEDASCLOSETOTHENEWPRODUCTCATEGORYBEINGENTEREDTHUS,WHILETHEIMAGERYSURROUNDINGTHENATIONALGEOGRAPHICBRANDNAMEMAYFITTHECATEGORYREQUIREMENTSFORTRAVELCLOTHING,TRAVELSHOES,ORBINOCULARS,THEFITWOULDLIKELYBEPOORE
12、RIFMONEYMAGAZINEWERETOLAUNCHTHESESAMEBRANDEXTENSIONSTHENECESSITYANDBASISFORTHISFITHAVEBEENTHEPRIMARYSUBJECTSOFMOSTACADEMICRESEARCHONBRANDEXTENSIONSINTHELAST15YEARSAAKERANDKELLER1990FORAREVIEW,SEEKELLER2003,PP608623ANEXISTINGBRANDNAMEFROMANOTHERCATEGORYFITSANEWPRODUCTCATEGORYIFTHEREAPPEARSTOBEAMATCHA
13、TTHELEVELOFCONCRETEATTRIBUTESEG,MICROPROCESSORS,FORINTELORBASEDONABSTRACTIMAGERYORPERSONALITYATTRIBUTESEG,PRESTIGEANDEXCITINGSTYLE,FORPORSCHEBATRA,LEHMANN,ANDSINGH1993JOHNANDLOKEN1993PARK,MILBURG,ANDLAWSON1991THEMORESALIENT,SHAREDASSOCIATIONSTHEREAREBETWEENTHEBRANDNAMEANDTHENEWEXTENSIONCATEGORY,THEG
14、REATERISTHEPERCEPTIONOFFITTHEGREATERTHEPERCEIVEDFIT,THEGREATERISTHEDEGREETOWHICHCONSUMERSWILLVIEWTHEPERCEPTIONSANDPREFERENCEOFTHEEXTENDINGBRANDTOCARRYOVERTOITSNEWPRODUCTCATEGORYFITATTHELEVELOFIMAGERYISOFTENAGREATERDETERMINANTOFBRANDEXTENSIONSUCCESSTHANTHEDEGREEOFFAVORABLEOVERALLATTITUDESTOWARDTHEEXT
15、ENDINGBRANDORTHEDEGREEOFPHYSICALSIMILARITYBETWEENTHEPARENTANDTHEENTEREDINTOPRODUCTCATEGORIESBRONIARCZYKANDALBA1994CURRENTMETHODSOFMEASURINGFITSIMPLYASKCONSUMERSFORTHEIROVERALLPERCEPTUALASSESSMENTS,USINGDIRECTRATINGSCALESSUCHASHOWWELLDOESTHEPROPOSEDEXTENSIONFITWITHTHEPARENTBRANDKELLER2003,P604THEREAR
16、EATLEASTTHREEISSUESWITHTHEUSEOFSUCHMEASURESFIRST,ASKLINKANDSMITH2001SHOW,CONSUMERSANSWERSTOSUCHDIRECTQUESTIONSARENECESSARILYBASEDONPRECONCEIVEDIDEASOFBRANDEXTENDIBILITYANDMAYBECONFOUNDEDWITHPRIORATTITUDES,YIELDINGPROBLEMATICESTIMATESOFFITSECOND,THESEOVERALLFITESTIMATESDONOTOFFERANYDIAGNOSTICINSIGHTI
17、NTOTHEBASISOFTHESEFITASSESSMENTSUNDERSTANDINGTHESPECIFICASSOCIATIONSTHATCONTRIBUTETOORDETRACTFROMFITJUDGMENTSCOULDBEIMPORTANTFORTHEIDENTIFICATIONOFBRANDEXTENSIONOPPORTUNITIESANDSTRATEGYPLANNINGTHIRD,THEPREVALENTCONCEPTTESTINGAPPROACHDOESNOTALLOWFORTHEGENERATIONOFNEWBRANDEXTENSIONSORLICENSINGORCOBRAN
18、DINGIDEASITSIMPLYALLOWSFORTHETESTINGOFALIMITEDNUMBEROFALREADYGENERATEDCONCEPTSADDRESSINGTHESELIMITATIONS,WEPRESENTANOATTITUDINALMETHODFOREMPIRICALLYGENERATINGINFORMATIONABOUTABRANDEXTENSIONSFITWITHOUTASKINGFORDIRECTCONSUMERJUDGMENTSOFFITANDSIMILARITYBETWEENTHEEXTENDEDBRANDANDTHENEWCATEGORY,THUSADDRE
19、SSINGSOMEOFTHEWEAKNESSESOFSUCHAPPROACHESSEEKLINKANDSMITH2001WESHOWTHROUGHTWOVALIDATIONSTUDIESFROMANINDEPENDENTSAMPLEOFCONSUMERSTHATOURAPPROACH,WHICHDOESNOTRELYONTYPICALLYUSEDATTITUDINALMEASURESOFEXTENSIONPOTENTIAL,CANNONETHELESSPREDICTTHEMWELLOURAPPROACHALSOENABLESSTRATEGICINSIGHTSINTOTHECONTRIBUTIN
20、GSOURCESOFEXTENSIONFITFORAPARTICULARBRANDBECAUSEITEXPLORESWHICHOFMANYCANDIDATEBRANDSANDCATEGORIESREPRESENTSTHEHIGHESTPOTENTIALEXTENSION,LICENSING,ORCOBRANDINGOPPORTUNITIESBYSTUDYINGTHEIRATTRIBUTEANDIMAGERYASSOCIATIONSIMPORTANTLY,OURAPPROACHCANBEAPPLIEDTOGENERATE,NOTMERELYTOTEST,BRANDEXTENSIONCONCEPT
21、S,THUSMAKINGITOFMUCHGREATERSTRATEGICUSETHANCURRENTMETHODSATYPICALITYINADDITIONTOPOSSESSINGAHIGHDEGREEOFFITWITHTHECATEGORYBEINGEXTENDEDINTO,BRANDSWITHHIGHEXTENSIONPOTENTIALALSOBENEFITFROMOTHERQUALITIES,ACCORDINGTOPRIORLITERATUREANIMPORTANTFINDINGFROMBRANDEXTENSIONRESEARCHISTHATABSTRACTASSOCIATIONSARE
22、EASIERTOEXTENDTHANCONCRETEASSOCIATIONSANDTHATABRANDNAMETHATISTOOSTRONGLYIDENTIFIEDWITHONLYITSPARENTCATEGORY,RELATIVETOANABSTRACTQUALITYTHATSPANSMULTIPLECATEGORIES,CANBEMOREDIFFICULTTOEXTENDOUTSIDETHECATEGORYAAKERANDKELLER1990FARQUHARETAL1992THISFINDINGISCONSISTENTWITHPRIORRESEARCHJOHNSON1984ROSCHETA
23、L1976THATABSTRACTASSOCIATIONSEG,ENTERTAINMENTAREINHERENTLYMOREINCLUSIVEANDSUPERORDINATEORBROADER,ANDTHUSFITINTOMOREPRODUCT/SERVICECATEGORIESTHANCONCRETEASSOCIATIONSEG,TELEVISIONSETSTHEREFORE,BRANDSTHATAREMARKETEDONTHEBASISOFINHERENTLYMOREABSTRACTLIFESTYLEASSOCIATIONSEG,RALLAURENHAVEHISTORICALLYPROVE
24、DTOBEEXTENDIBLEINTOMANYOTHERSEEMINGLYDISPARATEPRODUCTCATEGORIESEG,TABLELINEN,SUNGLASSES,PAINTFOREXAMPLE,HEINEKENSSTRONGASSOCIATIONWITHTHECONCRETEBEERCATEGORYMIGHTMAKEITLESSEXTENDIBLETHANANOTHERBEER,SUCHASCORONA,WHICHALSOHASABROADERLIFESTYLEASSOCIATIONOFAPARTYGOERORBEACHRELAXATIONANOTHEREXAMPLEISCLOR
25、OXSFAILURETOEXTENDSUCCESSFULLYINTOTHEDETERGENTCATEGORYINTHELATE1980S,APPARENTLYLIMITEDBYITSTOOSTRONGASSOCIATIONWITHTHEBLEACHNESSQUALITYOFITSPARENTBLEACHCATEGORYTHELITERATURESUGGESTSTHATTHEDEGREETOWHICHAPARTICULARBRANDSASSOCIATIONSANDIMAGERYAREATYPICALOFANDTHUSALLOWITTOGOBEYONDTHEASSOCIATIONSDISCRIMI
26、NATEANDIMAGERYOFITSPARENTPRODUCTCATEGORYAFFECTSTHEDEGREETOWHICHTHEBRANDPOSSESSESAQUALITYOFABSTRACTNESSTHATENHANCESITSABILITYTOEXTENDINTOOTHERCATEGORIESTOEMPIRICALLYASSESSTHEDEGREEANDTYPEOFFITANDATYPICALITYFORABRANDEXTENSION,WECHOSETOWORKINTHEDOMAINOFBRANDPERSONALITY,INSTEADOFASSOCIATIONSWITHREGARDTO
27、CONCRETEBRANDATTRIBUTESORBENEFITSTHOUGHOURAPPROACHISAPPLICABLETOTHESEASWELL,BECAUSETHESEPERSONALITYASSOCIATIONSAREINHERENTLYMOREABSTRACTANDTHEREFOREMAYBECONSIDEREDMORERELEVANTACROSSAWIDESETOFPRODUCTCATEGORIESKELLER2003,P614INDEED,THERECENTGROWTHOFLIFESTYLEMEGABRANDSEG,RALPHLAUREN,MARTHASTEWART,NIKEI
28、NTOMULTIPLEPHYSICALLYUNRELATEDPRODUCTCATEGORIESTESTIFIESTOTHEEXTENSIONPOWEROFTHESEABSTRACTBRANDPERSONALITYASSOCIATIONSWENOWTURNTOADISCUSSIONOFTHELITERATUREONTHESEPERSONALITYASSOCIATIONSATBOTHTHEBRANDANDTHECATEGORYLEVELSBRANDPERSONALITYALMOST50YEARSOFRESEARCHINMARKETINGLEVY1959MARTINEAU1958HASSHOWNTH
29、ATCONSUMERSPERCEPTIONSOFANDASSOCIATIONSWITHBRANDSGOBEYONDTHEIRFUNCTIONALATTRIBUTESANDBENEFITSANDINCLUDENONFUNCTIONAL,SYMBOLICQUALITIES,OFTENREFERREDTOASBRANDIMAGEAMONGTHESEASPECTSOFBRANDIMAGEAREPERCEPTIONSANDASSOCIATIONSABOUTTHEBRANDSPERSONALITY,ORTHESETOFHUMANLIKECHARACTERISTICSASSOCIATEDWITHABRAND
30、AAKER1997,P347FOREXAMPLE,AMONGSOFTDRINKS,CONSUMERSOFTENPERCEIVEPEPSIASMOREYOUNG,COKEASMOREREALANDHONEST,ANDDRPEPPERASMORENONCONFORMISTANDFUNAAKER1997,P348ASWEDISCUSSEDPREVIOUSLY,THESEPERSONALITYASPECTSOFABRANDEXTENSIONOFTENPLAYAMAJORROLEINCONSUMERJUDGMENTSOFITSFITANDLEVERAGEINTHENEWCATEGORYINTOWHICH
31、ITEXTENDSBATRA,LEHMANN,ANDSINGH1993PARK,MILBURG,ANDLAWSON1991MEASURINGBRANDPERSONALITYTHEAPPROPRIATEMEASUREMENTOFEXISTINGBRANDPERSONALITYIMAGERYHASBEENSTUDIEDFORAPPROXIMATELY25YEARSPLUMMER1984RESEARCHERSHAVEATTEMPTEDTODEVELOPAVALIDANDRELIABLEMEASUREMENTSURVEYINSTRUMENTOFBRANDPERSONALITY,THATISUSABLE
32、ACROSSVARIOUSPRODUCTCATEGORIESANDCONSUMERSEGMENTS,DRAWINGONTHEEXTENSIVELITERATUREONHUMANPERSONALITYDIGMAN1990MCCRAEANDCOSTA1987BUTALSOGOINGBEYONDITWHENNECESSARYBATRA,LEHMANN,ANDSINGH1993THEMEASUREMENTINSTRUMENTUSEDMOSTOFTENISTHATDEVELOPEDBYAAKER1997CATEGORYPERSONALITYPRIORLITERATUREALSOSUGGESTSTHATE
33、NTIREPRODUCTCATEGORIESEG,BEVERAGESORSUBCATEGORIESEG,BEER,WINE,MILK,NOTONLYBRANDSWITHINTHEM,POSSESSAPERSONALITYASLEVY1986,PP21617WRITES,APRIMARYSOURCEOFMEANINGISTHEPRODUCTCATEGORYITSELFHENOTESTHATWITHINTHEBEVERAGECATEGORY,LIQUORCONNOTES,WINECONNOTESSNOBBISM,BEERCONNOTESSOCIABILITYANDDEMOCRACY,SOUPCON
34、NOTESTRADITION,ANDJUICECONNOTESVIRTUECOFFEEISVIEWEDASSTRONGERANDMOREMASCULINE,WHEREASTEAISVIEWEDASWEAKERANDMOREFEMININELEVY1981,P55ALSOHIGHLIGHTSHOWUSERSTEREOTYPESACOMMONSOURCEOFBRANDPERSONALITYKELLER1993DIFFERFORSPECIFICFOODCATEGORIESFOREXAMPLE,CHUNKYPEANUTBUTTERFORBOYSVERSUSSMOOTHPEANUTBUTTERFORGI
35、RLS,LAMBCHOPSANDSALADSFORWOMENVERSUSSTEAKSFORMENOTHERRESEARCHERSEG,LAUTMAN1991HAVEALSONOTEDTHATCONSUMERSAPPEARTOHAVEASCHEMAFORDIFFERENTCATEGORIES,CLUSTERSOFINTERCONNECTEDEMOTIONS,FACTS,ANDPERCEPTIONSSTOREDINMEMORYASAUNITDURGEEANDSTUART1987FINDTHATCONSUMERSASSOCIATEFUNWITHTHEENTIREICECREAMCATEGORYBAT
36、RAANDHOMER2004,P321FINDTHATPOTATOCHIPSWERERATEDASMOREFUNTHANEXPENSIVECOOKIES,WHICHWERERATEDASMORESOPHISTICATEDANDCLASSYPERHAPSBECAUSEOFSUCHBACKGROUNDCATEGORYCONTEXT,DEPENDINGONTHECATEGORY,SOMEBRANDPERSONALITYMEASUREMENTSCALEITEMSAPPEARTOPICKUPFUNCTIONALPRODUCTCATEGORYCHARACTERISTICSRATHERTHANBRANDPE
37、RSONALITYONESTHUS,INONESTUDY,THEBRANDSRATEDHIGHESTONENERGETICWEREENERGIZERDRINKS,WHILETHEITEMSENSUOUSWASMOSTASSOCIATEDWITHICECREAMBRANDSROMANIUKANDSCALEINTERACTIONINTHEEHRENBERG2003GIVENTHEWELLKNOWNCONCEPTLITERATUREONMEASUREMENTWITHSCALES,SUCHASSEMANTICDIFFERENTIALSKOMORITAANDBASS1967OSGOOD,SUCI,AND
38、TANNENBAUM1957,ITISNOTSURPRISINGTHATCERTAINBRANDPERSONALITYMEASUREMENTITEMSINAAKERSSCALESOROTHERSMIGHTMEANDIFFERENTTHINGSINDIFFERENTPRODUCTCATEGORIESCAPRARA,BARBARANELLI,ANDGUIDO2001IMPORTANTLYFOROURAPPROACH,THESEFINDINGSALSOSUGGESTTHATTHENETPERSONALITYPERCEPTIONSOFABRANDAREINFLUENCEDBYBOTHTHEPERSON
39、ALITYOFTHEOVERALLCATEGORYOFWHICHITISAPARTANDITSOWNIDIOSYNCRATICBRANDPERSONALITYASPECTS出处BATRARAJEEVLENKPETERWEDELMICHELBRANDEXTENSIONSTRATEGYPLANNINGJJOURNALOFMARKETINGRESEARCH2010,472,P335P347二、翻译文章标题品牌延伸战略规划品牌类别的个性契合度和非典型的经验估计译文品牌延伸，把现有品牌名称使用在新类别新产品上使其受益于现有的品牌名称的认知度和关联影响的应用，公司在其现有的品牌制造的投资以对冲新产品失败的
40、风险。这一策略的普及是由于相信相对于使用一种新品牌它会引导更高的消费者试验，因为被杠杆作用的品牌名字的权益的意识水平和联想意象（凯勒，2003，P582）。今天，许多公司还寻求通过授权合同的手段，把其现有的品牌资产授权给其他制造商用于其他类别（如，卡特彼勒品牌应用在靴子上，由金刚狼鞋业制造）或通过合作品牌的安排（如，哈雷戴维森与福特车）。这些“可扩展性”的优势极大地促进了品牌的财务价值，因为它们提高其未来的收入估计（凯勒2003，P499）。然而，并非所有的品牌延伸都能成功，而且有失败会对其母品牌的形象造成反效果的风险（MARTINEZANDPINA，2003）。在美国，新产品的体验的失败率在
41、80和90之间，品牌延伸的失败率较低（凯勒，2003，P581P582）。因此，一直有一个在研究推动或降低品牌延伸成功因素的新兴的学术研究流派。这些学术研究对突出了延伸品牌的关联和意象的幅度和抽象性，以及与目标品类的适合度的有促进作用。本文通过提出一种用分别测量延伸品牌正在被延伸出来的产品种类的“父类”的关联意象来评估这些构念的方法，来填补这篇文献中的空隙。对品牌和品类的个性使用贝叶斯因子分析模型（ANSARIANDJEDIDI，2000；ANSARI，JEDIDIANDDUBE，2002），我们从其相关父类的品牌的非典型性中汲取措施，以与目标品类相符合。在实证研究中，我们根据全国代表性样本估
42、量品牌个性模式和品牌非典型和适合的措施。然后，我们通过用次要的、独立的、全国代表性的样本断然地测验被推荐的品牌延伸证实这些措施。该方法为生成和评估成功的品牌延伸，许可和合作品牌机会提供了关键的战略上的深刻见解。品牌延伸文学品牌延伸是把现有品牌名称使用在一个新类别新产品上，新产品受惠于现有的品牌名称的属性、形象意识和关联，希望能增加新类别的消费者试用，零售分销，等等。例如，一个跨类品牌的延伸可以是一个汽车品牌，如保时捷，延伸到其他类别，如钢笔或是眼镜。据推测，消费者对保时捷和信誉的关联及令人兴奋的风格的赞成倾向是将其扩大到新的项目。因此，文献认为，延伸品牌的名称必须首先具备很高的知名度和突出的，
43、强有力的，积极的，中肯的和独特的关联性（凯勒，2003，PP600601）。这些品牌关联性必须也与被扩展的品类相符合，并且“广泛而抽象的”足以适应新类别的需要。适合一个品牌的延伸进入一个新的类别面临着需要与被进入的新产品类别相适应（被视为接近）的特定的挑战。因此，当围绕国家地理品牌名称的意象可能适合旅行服装，旅游鞋，或望远镜种类的需求，如果MONEY杂志推出这些同一品牌扩展那么这适应性很有可能会更低。这适应度的必要性和基础已经成为在过去15年的大部分品牌延伸学术研究的主要课题（AAKERANDKELLER，1990；进行检讨，看KELLER2003，P608P623）。如果有一个似乎是在具体的
44、属性级别（如英特尔，微处理器）或基于抽象的意象或个性特质（例如保时捷，声望和令人激动的风格）与之相匹配，那么另一个类别的现有品牌名称符合一个新的产品类别（BATRA,LEHMANN,ANDSINGH，1993；JOHNANDLOKEN，1993；PARK，MILBURG，ANDLAWSON1991）。品牌名称及新的扩展类拥有的共同关联越突出，那么适合的感觉就越大。感知的适合度越大，消费者将考虑对正在延伸的品牌的感知和偏好“传递”到新的产品类别的程度就越大。意象水平的适合往往是比延伸品牌的良好的整体态度的程度或是在母公司和被进入的产品种类之间的物理相似程度的一个更大的使品牌延伸成功决定因素（BR
45、ONIARCZYKANDALBA，1994）。当前的测量方法，可直接使用评定量表如“如何使被提及的延伸与母品牌有好的契合”，适合简单地询问消费者的整体感知评估（KELLER，2003，P604）。至少有三个这类措施的使用问题。首先，根据KLINK和SMITH（2001）显示，消费者对这种直接的问题的答案必然基于对品牌可扩展性的事先形成的观念，可能会混淆了先前的态度，产生对拟合不确定的估算。其次，这些“整体配合”估计将不提供对于这些适合评估的“基础”任何诊断的见解；了解特殊的有助于判断或减损适应性的辨别力的关联可能对鉴定品牌延伸的机遇和战略规划非常重要。第三，普遍的“概念测试”方法不允许新的品牌
46、延伸或品牌授权或合作品牌思想的生成；它只是允许为有限数量已经生成的概念的测试。为解决这些限制，我们提出一种非主观的以经验为主生成的不用直接询问消费者关于被延伸的品牌和新类别的适应性和相似性的辨别力的关于品牌延伸的契合度的方法，从而解决这些办法的某些弱点（见KLINK和SMITH，2001）。我们通过两个对消费者的独立样本的效度研究，说明我们的方法，它不依赖于通常用于扩展潜力的态度的措施，还是能够很好地预测他们。我们的方法也使得对扩展的贡献来源在战略上见解能够适合某一特定品牌，因为它通过研究它们的属性和意象关联来探测了许多候选品牌和类别代表中哪个是最有潜力的延伸，许可或是合作品牌机遇，到适合的贡
47、献来源。重要的是，我们的方法可以适用于生成品牌延伸的概念，不仅是为了测试，因此它使用于战略比通用的方法更多。非典型根据事先文学，除了拥有与被扩展的种类有很高的契合程度，高扩展潜力的品牌也受益于其他品质。一项来自品牌延伸研究的重要发现是，抽象的关联比具体的关联更容易延伸和一个太强烈只认同它的父类品牌的名称，相对于一个跨度众多种类的抽象品质来说，更难以扩展以外的类别（AAKER和KELLER，1990；FARQUHAR等人，1992）。这一发现与先前的研究一致（JOHNSON，1984；ROSCH等人，1976）即抽象的关联（如娱乐）本质上是比具体的关联（如电视机）更具包容性和超坐标（或更广泛，从
48、而融入更多的产品或服务类别）。因此，基于本质上更抽象的“生活方式”的关联上被推广的品牌（如拉夫劳伦）在历史上已经被证明是可延伸到许多其他看似不相干的产品类别上（如餐桌，太阳眼镜，油漆）。例如，喜力和具体的“啤酒”一类的强烈关联，可能会使它比其他啤酒如也有一个更广泛的社交常客或海滩休闲生活方式关联扩展的电晕啤酒更少的延伸。另一个例子是20世纪80年代后期想成功延伸到洗涤剂类的高乐士的失败，显然是被其与“漂白粉”品质和它的父类漂白种类有太强关联性所限制。文献表明，在某种程度上某一特定品牌的关联和意象是非典型（因此允许它超越）关联区别和其母公司的产品类别的意象影响该品牌拥有的提高它扩展到其他类别的能
49、力的抽象品质的程度。根据经验评估一个品牌延伸的契合和非典型的程度及类型，我们选择进入“品牌个性”的领域，而不是关于具体的品牌属性或利益的关联（尽管我们方法也是适用于这些），因为这些个性关联在本质上更抽象，所以可能被认为跨越一系列广泛的产品类别更中肯（KELLER，2003，P614）相关。事实上，“生活方式超级品牌”（如拉夫劳伦，玛莎斯图尔特，耐克）进入到多个物理无关的产品类别的最近的增长证明了这些抽象的品牌个性关联的延伸力。我们现在转向探讨这篇关于品牌和类别水平的个性关联的文献。品牌个性近50年的市场研究显示，消费者的品牌观念和品牌关联超越它们的功能属性、效益和包括非功能性，象征性特质，这通常被称为“品牌形象”（LEVY，1959；MARTINEAU，1958）。品牌形象的这些方面是对品牌个性的认知和关联，或“与品牌相关的像人类特性的集合”（AAKER，1997，P347）。例如，在软饮料中，消费者通常把百事可乐看成更“年轻”，把可乐看成更“实际的和诚实”和把胡椒博士看成“不墨守成规和乐趣”（AAKER，1997，P348）。正如我们以前讨论过，这些品牌延伸的个性方面往往在消费者对延伸的新类别的适应性和影响力的判断中扮演着重要的角色（BATRA，LEHMANN，和SINGH，1993；
