1、本科毕业设计（论文）外文翻译原文STUDYOFTHEINFLUENCEOFPARENTBRANDSIMILARITY，ASSOCIATION，ANDCOMPLIMENTARYFITONCOBRANDATTRIBUTESABSTRACTINTHISPAPER，ITINVESTIGATESTHEFACTORSAFFECTINGSUCCESSIVEBRANDALLIANCEINWHICHTWOBRANDSFROMDIFFERENTPRODUCTCATEGORIESAREFEATUREDTOGETHERTOINTRODUCEABRANDBASEDOILTHEBRANDALLIANCETHEORIES，
2、THEDEGREEOFASSOCIATION，SIMILARITY，ANDCOMPLIMENTARYFITBETWEENPARENTSBRANDSAREIMPORTANTFACTORSINDETERMININGSUCCESSIVEBRANDALLIANCEBYUSINGTHE5PS，WHICHAREPREMIUMPRICE，PERCEIVEDQUALITY，PRODUCTFEATURES，PERFORMANCE，ANDPERCEIVEDIMAGE，ASTHEMEASURINGSCALEINBRANDATTRIBUTESFOREACHBRAND。ITHASREFLECTEDTHECHANGEOF
3、BRANDATTRIBUTESOFTHEBRANDSBEFOREANDAFTERBRANDALLIANCE400SUBJECTSPARTICIPATEINTHERESEARCH，AND360OFWHICHAREVALIDFROMTHISSTUDY，WECONCLUDETHATWHENASSOCIATIONBETWEENPARENTSTURNSFROM“一”TO“”ANDSIMILARITYFROM“一”TO“0”。1LITERATUREREVIEWANDRESEARCHHYPOTHESISANUMBEROFFACTORSHAVEBEENPROPOSEDTOINFLUENCECONSUMERAC
4、CEPTANCEOFBRANDALLIANCEONEIMPORTANTFACTORCONSIDEREDINTHELITERATUREISTHECATEGORYSIMILARITYBETWEENANEXTENSIONANDTHEORIGINALBRANDITHASBEENSHOWNTHATANEXTENSIONOFASTRONGBRANDTENDSTOBEEVALUATEDMOREFAVORABLYWHENTHEEXTENDEDCATEGORYISSIMILARTOTHEORIGINALBRANDCATEGORYWHENCONSUMERSPERCEIVEALACKOFCATEGORYFIT，TH
5、EEXTENSIONISDOOMEDTOFAILUPONEXPOSURETOANEVALUATIONOBJECT，PERCEIVERSFIRSTATTEMPTTOCATEGORIZETHEOBJECTONTHEBASISOFSALIENTCUESTHESECUESCANTAKETHEFORMOFPHYSICALCHARACTERISTICS，SUCHASSKINCOLOR，BODYSHAPEORAVERBALLYTRANSMITTEDCATEGORICALLABELSUCHASRACE，GENDERWITHOUTADDITIONALFEATURESORINDIVIDUATINGINFORMAT
6、ION，THEOBJECTISLIKELYTOBECATEGORIZEDSOLELYONTHEBASISOFTHECATEGORYLABELOROTHERSALIENTFEATURES，THUSJUDGEDBYTHEAFFECTIONORBELIEFSASSOCIATEDWITHTHECATEGORYINMEMORY“SIMILARCATEGORYBASEDPROCESSESHAVEBEENOBSERVEDINTHECONTESTOFFORMINGPRODUCTJUDGMENTSBOUSHANDLOKENEXPLOREDTHECATEGORYTHEORYTOCONSIDERABRANDASRE
7、PRESENTINGACATEGORYCONSISTINGOFITSPRODUCTSTHEIRRESEARCHSHOWEDTHATEVALUATIONSONBRANDEXTENSIONSWEREINFLUENCEDBOTHBYTHEEXTENSIONSSIMILARITYTOTHEBRANDSCURRENTPRODUCTS。ANDBRANDEXTENSIONTYPICALLYTHEYFOUNDTHATEFFECTASSOCIATEDWITHTHEORIGINALBRANDPARENTBRANDWASTRANSFERREDTOTHEEXTENSIONBRANDSONBRANDANDTHISTRA
8、NSFEROCCUREDMOSTDIRECTLYWHENSIMILARITYBETWEENTHETWOPRODUCTSWASHIGHGURHANCANLIANDMEHESWARANSHOWEDTHATBETTEREFFECTSEXISTFORBRANDEXTENSIONSTHATWERESIMILARTOTHEPARENTBRANDKELLERANDSOODPOINTEDTHATEVALUATIONSOFPARENTBRANDSTHATWEREALREADYWELLREGARDEDWOULDNOTCHANGESIGNIFICANTLYASARESULTOFFAVORABLEEXTENSIONE
9、XPERIENCEPARKTESTEDFIVEHUNDREDANDFIFTYHOUSEWIVESWHETHERBRANDEXTENSIONCATEGORIESWASSIMILARORDISSIMILARTOTHEORIGINALBRANDRESULTSINDICATEDTHATBRANDRELATIONSHIPQUALITYHADASIGNIFICANTANDPOSITIVEIMPACTONTHEEXTENSIONMANYRESEARCHERSHAVENOTEDTHEIMPORTANCEOFSIMILARITYBETWEENTHEEXTENSIONANDORIGINALBRANDNOTONLY
10、HASITBEENFOUNDTOHAVEADIRECTIMPACTONEXTENSIONSUCCESS，BUTALSOMODERATETHEBRANDPERFORMANCEFURTHER，ITHASBEENSHOWNTHATABRANDNAMECANSERVEASASALIENTCATEGORYLABELANDTHUSLEADTOACATEGORYBASEDEVALUATIONINLINEWITHTHESEFINDINGS，THEEVALUATIONSOFANEXTENSIONTHATARECONTINGENTUPONITSSIMILARITYTOTHEORIGINALBRANDCATEGOR
11、YHAVEBEENCONCEPTUALIZEDASACATEGORYBASEDPROCESSINGPHENOMENON“BASEDONTHESEINDICATIONS。THEAUTHORRAISESTHEQUESTIONISTHESIMILARITYBETWEENTHETWOPARENTBRANDSHASANINFLUENCEONTHESONTHEREFORE，THEFIRSTHYPOTHESISHLWHATISTHECHANGEOFBRANDATTRIBUTEOFTHECOBRANDCIFITSPARENTBRANDAISHIGHLYSIMILARWITHPARENTBRANDBWHILEA
12、DIFFERENTGROUPOFRESEARCHERSINVESTIGATEDTHECONDITIONSUNDERWHICHANEXTENSIONINTOADIFFERENTCATEGORYMIGHTBESUCCESSFULTHEYHAVESHOWNTHATSUCHANEXTENSIONMIGHTBEWELLACCEPTEDIFTHEREISASUFFICIENTMATCHBETWEENTHEBRANDANDEXTENSIONATAMOREFOREXAMPLEFOUNDTHATCONSISTENCYBETWEENTHETYPESOFTHEBRANDCONCEPTFUNCTIONALVSPRES
13、TIGIOUSCOULDLEADTOAFAVORABLEEVALUATIONOFTHEEXTENSIONEVENIFTHEPARENTBRANDANDTHEEXTENSIONWEREDISSIMILARATTHEPRODUCTCATEGORYLEVELBRONIARCZYKANDALBAHAVEEMPHASIZEDTHEIMPORTANCEOFCONSISTENCYATANEVENMORESPECIFICLEVELTHEYSHOWEDTHATANEXTENSIONINTOADISSIMILARCATEGORYCOULDBEWELLACCEPTEDIFABRANDSPECIFICASSOCIAT
14、IONORATTRIBUTEOFTHEPARENTBRANDWASARELEVANTFEATUREFORTHEEXTENDEDCATEGORY，EVENIFTHEEXTENSIONCATEGORYWASADISSIMILARONEINTHEBRANDALLIANCEMODEL，BRANDASSOCIATIONBETWEENPARENTBRANDANDEXTENDEDSONBRANDENHANCESTHEBRANDALLIANCEIFWEFURTHERDEVELOPTHEFRAMEWORK，CANBRANDASSOCIATIONSBETWEENTWOPARENTBRANDSENHANCETHES
15、ONBRANDSATTRIBUTESTHESERECENTRESEARCHESHAVEGIVENCOMPELLINGEVIDENCEFORTHEEXISTENCEOFCONSUMERBRANDRELATIONSHIPS，ANDHEREITISSIMILARTOTHERESEARCHABOVE，WEFOCUSONTHEASSOCIATIONBETWEENTHEHEADERBRANDANDTHEMODIFIERBRANDANDWEWANTTOPROPOSEANINTENDANCY，WHICHCANTELLUSWHATSTHEINFLUENCEONSONBRANDCAUSEDBYTHEASSOCIA
16、TIONBETWEENPARENTSBRANDSTHATISOURSECONDHYPOTHESISH2WHATISTHECHANGEOFBRANDATTRIBUTEOFTHECOBRANDCIFITSPARENTBRANDAISHIGHLYASSOCIATEDWITHPARENTBRANDB2RESEARCHMETHODLOGYTHEHYPOTHESESWERETESTEDINAQUALITATIVERESEARCHMETHODWITHGENUINEBRANDSINCONDITIONSOFHIGHCONSUMERINVOLVEMENT，ANDWECANDIVIDETHEPROCEDUREINT
17、OTHREESTEPS21PILOTTESTAPILOTTESTWASCONDUCTEDTODETERMINEIFTHEBRANDGROUPSSELECTEDHADTHESIMILARITY，ASSOCIATION，ANDCOMPLIMENTARYFITFACTORSWITHOTHERSAGROUPOF12BRANDSWASSELECTED，AMONGWHICHWEDEFINEDTHERELATIONSHIPBETWEENPARENTBRANDAANDPARENTBRANDBINTOTHREERESPECTIVEDIMENSIONSASFOLLOWSSIMILARITY，ASSOCIATION
18、，ANDFITTINGONTHEBASISOFTHISPILOTTEST，THERESULTSOFBRANDSIMILARITY，BRANDASSOCIATION，ANDBRANDCOMPLEMENTARYFITTINGCOULDBEEXPRESSEDASSHOWNINTABLE1SIXBRANDGROUPSWITHHIGHANDLOWDEGREESOFASSOCIATION，SIMILARITY，ANDCOMPLIMENTARYFITWEREIDENTIFIED，FOREXAMPLE，SONYERICSSONINGROUPL，WITHALLPOSITIVERESULTSINSIMILARIT
19、Y，ASSOCIATION。“ANDCOMPLIMENTARYFITASFORGROUP6FERRARI，HASALSOSHOWNPOSITIVERESULTSINSIMILARITYANDASSOCIATION，BUTTOTALLYNEGATIVEONTHECOMPLIMENTARYFITANDGROUP2WASSELECTEDAGAINSTGROUP11TOCOMPAREBRANDATTRIBUTESCHANGEWHENFITTINGCHANGEDFROM。”TO“0”ITWASNOTICEDTHATTHERESULTINGROUP12OREGON32相似性在这一部分，两组选取以找出相似性
20、后，消费者评价的有效性复合程度的儿子所有品牌五个属性（见表3）。它们是品牌集团二斐乐与法拉利和组12俄勒冈和法拉利。在这两个合作品牌评估，相似度就从“为”0“，而联想和免费装修留不变。引用帕克和他的合作伙伴的品牌延伸，扩展感知质量验收规范的研究。品牌更糟糕的时候头品牌以及其延伸。品牌在比同规格的延伸。品牌品牌时，头部和儿子的品牌都在不同的类别。在我们的研究。扩大品牌和品牌，它的头在不同类别中获得更好的评价。我们了解到，如果头的品牌和适中的品牌既不明显相似，也不明显不同的，最自觉的儿子品牌属性（除功能）不被联盟改变。然而，如果品牌联盟条件下会发生这两个品牌是不相似，属性知觉扩展改善。33拟合在这
21、里，我们选择四组，以了解消费者的评价后的拟合效果的所有五个儿子复合扩展品牌属性，以及总体评价。具体来说，这四个团体可以分为两部分描述在两个方向的效果。这是第2组与11组，而相似性和关联保持不变和配件的评价是由“0”到1组6组。而相似性和关联保持不变和配件的评价是从“0”到“”。正如已经指出的那样，通过拟合影响的总体评价已形成了一定的趋势，沿着从容不下到恰当的是。从积极的态度整体评价下降到消极的态度。这在其他的话，是一个下降的过程。虽然有许多研究有关适合在品牌延伸，他们大部分都集中在核心品牌之间的品牌延伸和健身。少量的工作一直在两者之间的母公司品牌。相反，这一研究成果做健身旨在探讨这两个母公司之
22、间如何影响品牌健身对核心品牌及其延伸评估。4结论许多学者已经研究了数年的品牌联盟和联合品牌。他们都发表了有关战略联盟，品牌联盟，品牌资产，品牌联盟的风险，消费者反应各品牌联盟的许多文件等等。但是，已出版研究没有对品牌联盟提供全面的概念框架。它们不解释更好的品牌联盟，品牌属性。因此，仍有必要进行定量研究的框架来解释的品牌联盟内处理各种环境的关键因素。学者们讨论了品牌联盟模式与母品牌和子品牌，扩展增强了品牌联盟成效影响与品牌联想。但是，没有研究指出父母之间的品牌如何影响品牌联盟不同的关系。人们发现，存在对品牌的品牌属性的子品牌后，品牌联盟在过去几年的变化有限的讨论，其中一些研究甚至提出，没有人可以回答品牌延伸如何改变品牌联盟在以前的属性研究。本文用品牌联盟以证明核心品牌及扩展评价的两个因素在母公司之间拟合品牌的重要性。此外，数据表明，重要的装修条件下，分类合适，这意味着消费者将可能显示对推广他们的良好评价时，他们认为这两个品牌的母公司不适合，或者相互配合。最后，我们的工作超越了感性上核心品牌和品牌联盟的影响力的焦点。出处东华大学学报VOL26NO52009共571
