1、本科毕业论文（设计）外文翻译原文UNIQUEBRANDEXTENSIONCHALLENGESFORLUXURYBRANDSABSTRACTTHEARTICLEWILLEXPLORETHEIMPACTOFBRANDEXTENSIONSONTHEBRANDEQUITYOFLUXURYBRANDSTHEFIRSTSECTIONISACONCISEPRESENTATIONOFEXISTINGBRANDEQUITYCONSTRUCTSFOLLOWEDBYABRIEFDESCRIPTIONOFBRANDEXTENSIONSTHESECONDPARTADDRESSESTHEHISTORYANDDEVELOP
2、MENTOFTHELUXURYMARKETTHENEXTSECTIONISDEVOTEDTOTHESYSTEMATICREVIEWOFRESEARCHTHATHASADDRESSEDINDIVIDUALBRANDEQUITYELEMENTSFORLUXURYBRANDSSUCHASATTITUDESTOWARDSANDPERCEPTIONSOFLUXURYBRANDSACONCEPTUALMODELEXPLORINGTHEIMPACTOFBRANDEXTENSIONSISPROPOSEDADDRESSINGTHEIMPACTOFLUXURYBRANDEXTENSIONSONTHEPARENTB
3、RANDSBRANDAWARENESS,BRANDIMAGE,CONSUMERPERCEIVEDATTITUDES,ANDCONSUMERPERCEIVEDBENEFITSOFLUXURYBRANDSTHISARTICLEFINISHESOFFWITHASHORTSECTIONONCONCLUSIONSANDFUTURERESEARCHCURRENTBRANDEQUITYCONSTRUCTSINTHEPAST,COMPANIESGAINEDACOMPETITIVEADVANTAGEBYACHIEVINGECONOMIESOFSCALETHROUGHIMPROVEDTECHNOLOGYAPPLI
4、CATIONSANDIMPERFECTMARKETCONDITIONSWITHRESPECTTORESOURCEALLOCATIONSUCHASLABOURANDCAPITALHOWEVER,WHATUSEDTOBEAMARKETOFSMALLPLAYERSHASTURNEDINTOAPLAYGROUNDFORMULTINATIONALCOMPANIESCOMPETINGFORTHEWORLDMARKETMOSTINDUSTRIESHAVEBEENCHALLENGEDBYDEVELOPMENTSSUCHASANINCREASEINCOMPETITIONANDPRODUCTSATURATION,
5、INCREASEANDFRAGMENTATIONOFMEDIAOPTIONS,BUSIERANDMOREPRICESENSITIVEANDSOPHISTICATEDCONSUMERSTHUS,ACOMMONSTRATEGYISTOACQUIREWELLKNOWNCONSUMERBRANDS,WHICHCOMPANIESPAYLARGEAMOUNTSFORABRANDSIMAGEHASBECOMEASALIENTRESOURCEANDPOSSIBLESOURCETOGAINACOMPETITIVEADVANTAGEANOTHERCOMMONMOTIVEISTOLEVERAGETHEVALUEOF
6、BRANDSTHROUGHBRANDEXTENSIONSANDINCREASEOVERALLVALUEOFBRANDANDINVESTMENTPRODUCTEXTENSIONSALSOASSISTINMANAGINGTHEINCREASEDCOMPETITIONINDISTRIBUTIONCHANNELSANDRISINGADVERTISINGCOSTBRANDEXTENSIONSINORDERTOINCREASEABRANDSEQUITY,ACOMMONSTRATEGYISTOEXTENDBRANDSBRANDEXTENSIONSALLOWCOMPANIESTOREDUCERISKSANDC
7、OSTSOFLAUNCHINGNEWPRODUCTSINCREASESALES/PROFITANDMARKETSHAREANDBEABLETOASKAPREMIUMPRICETHEYMAYALSOENHANCEANDFACILITATEABRANDSAWARENESSINCREASETHECONSUMERPERCEIVEDVALUEOFBRAND,WIDENABRANDSATTRIBUTESANDADDVALUETOABRANDFORSUCCESSFULBRANDEXTENSIONS,CONSUMERSHAVETOBEABLETOEXPANDTHESCOPEOFTHEBRANDSIMAGEAN
8、DINFORMATIONCUESTOOTHERAREASSUPPLIERSHAVETOBEABLETOINCREASETHENUMBEROFCONSUMERSTHATWILLACCEPTTHEIMAGEAND/ORINFORMATIONFUNCTIONOFTHEEXTENSIONMOSTBRANDEQUITYANDBRANDEXTENSIONRESEARCHHASEXCLUSIVELYFOCUSEDONTHEMARKETFORNONLUXURYBRANDSTHISARTICLEWILLFOCUSONBRANDEQUITYCONSTRUCTSANDTHEIMPACTOFBRANDEXTENSIO
9、NSFORLUXURYBRANDSLUXURYBRANDSMANYLUXURYBRANDSHAVEALONGHISTORYWITHTHEIRORIGININFRANCE,ANDMANYLUXURYGOODSMANUFACTURERSSUCHASLOUISVUITTON,WHICHCELEBRATEDITS150YEARANNIVERSARYIN2004,HAVEBEENAROUNDFORALONGTIMEFORYEARSTHELUXURYGOODSINDUSTRYENJOYEDITSEXCLUSIVEPOSITIONINTHEMARKETANDAFAIRLYSTABLEMARKETENVIRO
10、NMENTHOWEVER,SUPPLYANDDEMANDPATTERNSFORTHEMARKETFORLUXURYBRANDSHAVECHANGEDCONSIDERABLYDUETOINCREASEDGLOBALCOMPETITIONANDCOUNTERFEITEDLUXURYGOODSTHELUXURYINDUSTRY,ESTABLISHEDBYTHEFRENCH“HAUTECOUTURE”WITHITSFOCUSONARTANDAESTHETICS,WENTTHROUGHDRAMATICCHANGESDUETOCHANGEDMARKETCONDITIONSTHEFORMERLYFRENCH
11、FAMILYRUNBUSINESSESEITHERDISAPPEAREDORMERGEDINTOLARGEMULTINATIONALCOMPANIESFURTHER,DISTINCTMARKETINGSTRATEGIESAPPLIEDBYLUXURYGOODSMANUFACTURERSHADTOBECAREFULLYMONITOREDDUETOCHANGESINSUPPLYANDDEMANDFORLUXURYGOODSANDBRANDSRESEARCHERSPOINTEDOUTTHATLITTLERESEARCHHADBEENDONETOSUPPORTTHEAPPLIEDSTRATEGIESF
12、ORLUXURYBRANDSTHECONCEPTOFLUXURYISCOMPLEX,ASITISSUBJECTIVEANDPRIMARILYBUILTONCONSUMERPERCEPTIONS,ASTHEMEANINGOFLUXURYISDETERMINEDBYPERSONALANDINTERPERSONALMOTIVESTOFULLYUNDERSTANDTHECOMPLEXITYOFLUXURYADESCRIPTIONOFTHENATUREOFLUXURY,LUXURYGOODS,ANDLUXURYBRANDSTAKESPLACEBEFOREDISCUSSINGTHECONCEPTOFBRA
13、NDEQUITYFORLUXURYBRANDSBOURNEDEFINEDLUXURYGOODSASEXCLUSIVEPRODUCTSNOTCOMMONLYOWNEDORUSED,WHICHAREMORECONSPICUOUSTHANNECESSITYPRODUCTSLUXURYGOODSAREPRIMARILYBRANDEDGOODSPURCHASEDFORPSYCHOLOGICALNEEDSSUCHASINCREASEOFESTEEMFUNCTIONALNEEDSSEEMTOONLYPLAYASECONDARYROLEINPURCHASEDECISIONSLUXURYBRANDSCANBED
14、ESCRIBEDASPREMIUMPRICEDBRANDSTHATCONSUMERSPURCHASEFORTHEIRPSYCHOLOGICALVALUESSYMBOLICANDHEDONIC,ANDNOTPREDOMINATELYFORTHEIRECONOMICALANDFUNCTIONALVALUETHUS,LUXURYBRANDSNATURECANBECHARACTERISEDASCONSPICUOUS,UNIQUE,SOCIAL,EMOTIONAL,ANDOFHIGHQUALITYDUETODIFFERENTINTERACTIONSONAPERSONALANDSOCIALLEVEL,CO
15、NSUMERSWILLDEVELOPDIFFERENTPERCEPTIONSOFLUXURYBRANDSINOTHERWORDS,THEDEFINITIONOFLUXURYBRANDSVARIESACCORDINGTOCOMBINATIONSOFMOTIVATIONSBASEDONVALUESTHEMAINMOTIVATIONSFORPURCHASINGLUXURYBRANDSARETHENEEDFORSOCIABILITYANDSELFEXPRESSIONBRANDEQUITYELEMENTSOFLUXURYBRANDSTHOUGHTHEREHASBEENSOMERESEARCHEXAMIN
16、INGINDIVIDUALBRANDEQUITYELEMENTSSUCHASATTITUDESANDPERCEPTION,LITTLERESEARCHHASDEALTWITHCOMPREHENSIVEBRANDEQUITYCONSTRUCTSRESEARCHERSHAVEPOINTEDOUTTHEABSTRACTNATUREOFTHECONCEPTOFLUXURY,ANDTHEIMPACTONMARKETINGSTRATEGIESFORLUXURYGOODSANDBRANDSFOREXAMPLE,ROUX1995FOUNDTHATPERCEIVEDQUALITYISTAKENFORGRANTE
17、DWITHLUXURYBRANDS,ASEVALUATIONSTAKEPLACEONANABSTRACTLEVEL,EGIMAGERELATEDLEVELINSTEADONACONCRETE/PRODUCTRELATEDLEVELASFORNONLUXURYBRANDSBRANDEXTENSIONSTRATEGIESOFLUXURYBRANDSMANYLEADINGLUXURYGOODSCOMPANIESHAVEBEENAPPLYINGEXTENSIONSTRATEGIESSUCHASNEWPRODUCTLINES,PRODUCTCATEGORIES,ANDBRANDNAMESFOREXAMP
18、LE,FRENCHCOMPANIESORIGINALLYKNOWNFORLUXURYPRODUCTSDUETOTHEIRLONGHISTORYOF“HAUTECOUTURE”HAVEEXTENDEDTHEIRBRANDSWIDELYEXAMPLESARECHRISTIANDIOR,HERMESTHEIMAGEOFALUXURYBRANDISMAINLYBASEDONFAVOURABLESTRONGASSOCIATIONSBASEDONMOSTLYSYMBOLICPRODUCTCHARACTERISTICSTHUS,CONSUMERATTITUDESTOWARDSLUXURYBRANDSARED
19、ETERMINEDBYPERSONALLYEXPRESSIVEATTRIBUTESROUXANDBOUSH1996BUILTUPONTHERESEARCHBYROUX1995ANDEXAMINEDTHEEFFECTOFCONSUMERSBRANDKNOWLEDGEONBOTHTHEIREVALUATIONSOFLUXURYBRANDEXTENSIONSANDTHEIRINFERENCESABOUTTHEIREFFECTOFTHEEXTENSIONSONTHEORIGINALBRANDTHEYFOUNDTHATBRANDKNOWLEDGEPOSITIVELYEFFECTSQUALITYPERCE
20、PTIONSOFPOTENTIALBRANDEXTENSIONSHOWEVER,THEYDIDNOTFINDSUPPORTTHATGREATERBRANDKNOWLEDGEHASANEFFECTONCONCLUSIONSABOUTTHEEFFECTOFBRANDEXTENSIONSONTHEPARENTBRANDCONSUMERSSHOWEDAFAVOURABLEATTITUDETOWARDSLUXURYBRANDEXTENSIONS,WHICHWEREPREDOMINATELYEVALUATEDWITHRESPECTTOTHEIRCONCEPTUALFITWITHTHEPARENTBRAND
21、THEYFOUNDTHATPURCHASERSOFLUXURYBRANDSHOLDAHIGHLEVELOFPRODUCTKNOWLEDGE,EXPERIENCE,ANDBRANDFAMILIARITY,ASEXPECTEDTHESECONSUMERSEVALUATELUXURYBRANDEXTENSIONSMORERIGOROUSLY,ANDUSECONCEPTUALFITANDMANUFACTURERSEXPERTISETOPRODUCEEXTENSIONASREFERENCEPOINTSTHEAUTHORSFURTHERDISCOVEREDTHATCONSUMERSWITHAHIGHERL
22、EVELOFKNOWLEDGEDISPLAYEDMOREEXTREMEBRANDEVALUATIONSHOWEVER,KNOWLEDGEDIDNOTSEEMTOIMPACTONPURCHASEINTENTION,WHICHISPLAUSIBLEWHENCONSIDERINGCONSUMERSPURCHASEMOTIVATIONSFORLUXURYBRANDSIMPACTOFLUXURYBRANDEXTENSIONSONPARENTBRANDEQUITYDUBOIS功能需求似乎只发挥了购买决定次要角色。奢侈品牌可谓保费价格的品牌，消费者购买他们的（符号和享乐）心理价值，而不是其经济价值和功能为主
23、。因此，奢侈品牌“的性质可定性为突出，独特，社会，情感，具有很高的质量。由于对个人及社会层面不同的互动，消费者将发展高档品牌不同的看法。换言之，奢侈品牌的定义，根据不同的价值观为基础的动机组合。奢侈品牌购买的主要动机是为社交和自我表达的需要。奢侈品牌的品牌权益部分虽然出现了一些研究，如研究个别品牌的态度和看法权益部分，很少有研究涉及全面的品牌资产结构。研究人员指出，对奢侈品的概念抽象的性质，以及对奢侈品的市场营销策略和品牌影响。例如，鲁发现，知觉品质与奢侈品牌是理所当然的，因为评价一个抽象的层次上采取的地方，例如图像相关级别而不是在混凝土/产品作为非豪华品牌相关的水平。奢侈品牌的品牌延伸策略许
24、多领先的奢侈品公司已应用诸如新产品线，产品种类，品牌延伸战略。例如，法国的奢侈品公司最初的产品由于其“高级时装”历史悠久，闻名已扩展自己的品牌广泛。例子有迪奥，爱马仕。一个豪华的品牌形象，主要是基于对产品特点的基础是象征意味强烈协会有利。因此，对奢侈品消费的态度是由个人表现的属性。ROUX和BOUSH的，经ROUX的研究建成并审议了关于他们的评价都奢侈品牌延伸，并询问其对原品牌的延伸影响他们的推论消费者的“品牌知识的作用。他们发现，品牌知识的潜在积极影响品牌延伸质量的看法。然而，他们并没有发现支持更大的品牌知识对品牌延伸对母品牌效应上的影响的结论。消费者表现出对奢侈品品牌延伸，分别为主就其与母
25、品牌概念适合评估有利的态度。他们发现，购买奢侈品牌举行产品知识，经验和品牌熟悉程度高，符合市场预期。这些消费者奢侈品品牌延伸评估更为严格，并使用合适的概念和制造商“的专业知识以生产为参考点的延伸。笔者还发现，与更高的知识更极端的品牌评估显示层次的消费者。然而，知识似乎并没有影响购买意愿，这是合理的奢侈品牌时，考虑消费者“购买动机。奢侈品品牌延伸品牌权益影响家长DUBOISPATERNAULT发现，著名的奢侈品牌失去字符时，过度分散。这个结果可以解释非个人需求，当消费者想购买的产品，这是高品质，而不是提供给广大公众，和/或符合集团的成员。ROUXBOUSH进一步研究是奢侈品牌的品牌延伸的影响“的
26、威信，可取性和消费者的信心温和”的知识水平。假设，有更多的有识之士会给母品牌要素的更为极端的评价，没有得到支持。这一结果证实了消费者购买，因为他们的形象，利益集团的影响力和情感的豪华品牌。概念模型这个拟议的概念模型是提取完整的模型，这是目前正在开发和作为一个博士，在其中的品牌延伸对母品牌的奢侈品牌权益的影响进行了研究的一部分进行测试。研究命题在非豪华品牌的研究已经表明，一个扩展的主要贡献是品牌意识的增强，无论是扩展成功和他们的意识和审判。莫里显示，暴露于品牌延伸的速度，有利于科目可以正确归类母公司品牌。这一成果已被过滤为主导方面延伸契合（延伸契合越大，越正确的分类），分机号码（分机的数量越多，
27、越母品牌检索品牌（非主导品牌受益更多），和产品类别挤迫（越挤越慢识别的程度）。可以预见，同样的结果，是真正的奢侈品品牌。不过，建议品牌延伸会损害奢侈品牌的品牌形象，因为这些品牌可能是尽可能广泛地提供的，并向大多数人看到。消费者通常购买其属性和存在的突出象征，独特，社会，情感和质量其独特的价值观念的奢侈品牌。特别是奢侈品牌“强大，独特的，有利的是突出和独特的协会将被损坏的”富裕“段的收购，因为这些价值观的奢侈品牌。结论和进一步的研究在豪华车市场，小研究已经完成。然而，迄今为止的研究结果清楚地显示出在对奢侈品的市场和品牌双方的变化。研究到消费者的态度表明，消费者购买动机，以及复杂的矛盾，并可能随购买的场合。这种现象已得到解决在研究消费者的豪华程度，这与不同价值观的消费者在购买奢侈品寻求品牌的认知。这些研究方法都被建议用于部分豪华车市场，奢侈品品牌管理和设计合适的营销策略。进一步的研究可能会解决两个研究使用的方法来分割豪华车市场，并进行了比较研究，使制定有助于进一步了解奢侈品牌成功的营销策略。大量的研究，可以在品牌的奢侈品牌资产管理领域，如在这方面的研究只是皮毛而已至今。特别是，在豪华品牌领域延伸，这将是有益的，以确定进一步促进品牌延伸成功的因素。商业与经济研究2006年10月第4卷，第10号
