從消費(fèi)者鏡頭看待品牌定位【外文翻譯】

1、畢業(yè)論畢業(yè)論文（文（設(shè)計(jì)設(shè)計(jì)）外文翻）外文翻譯題目：基于顧客心智的品牌定位研究一、外文原文標(biāo)題：BrPositioningThroughtheConsumers’Lens原文：BrPositioningThroughtheConsumers’LensABSTRACTBrpositioningisaceconceptinmarketing.Despitetheimptanceoftheconcepthoweverthereislimite

2、dresearchinthefieldofpositioningclarifyingtowhatextentvariousbrpositioningalternativesaffectconsumerperceptionshowpositioningeffectivenesscanbebestmeasured.Thepresentdissertationconsistsofthreecomplementaryempiricalstudi

3、esaimedatsheddinglightonthelatterissues.Thefirststudyexplestheimpactofdistincttypesofbrpositioningstrategiesonconsumercategizationprocesses.Theresultsofthequalitativestudyprovideevidencethatconsumerscategizebrsbasedupont

4、heirunderlyingpositioningstrategies.Mespecificallyconsumersclassifybrsthatsharesimilartypesofpositioningbasesintothesamecategy.Thesecondstudywhichbuildsthecnerstoneofthisresearchprojectinvolvesthedevelopmentvalidationofa

5、comprehensiveconsumerderivedscalemeasuringbrpositioningeffectiveness.Thelatterismodeledasamultidimensionalconstructcapturingconceptuallyrelevantdimensionsofpositioningsuccess(namelyfavabilitydissimilarityuniquenesscredib

6、ility).Altogetherninecomplementarysubstudiesarepresentedaimedatdevelopingthescaletestingitsdimensionalityreliabilityvalidity.Toertainthescale’sgeneralizabilitystabilitydatafromseveralproductcategiesareusedfscaledevelopme

7、ntvalidationpurposes.Thethirdstudypresentedinthisdissertationpaysattentiontotheopenquestionwhethertheuseofcertainpositioningstrategies(e.g.featurebasedpositioning)resultsinmesuperilypositionedbrsthantheapplicationofother

8、strategies(e.g.userbasedsuperiity(KellerLehmann2006KellerSternthalTybout2002).Thissetofassociationsmaycoverphysicalattributesbenefitslifestyleusageoccasionuserimageamongothers(AakerBatraMyers1992).Thuspositioningdoesnotr

9、efertowhatisdonewiththeproductitselfbutwhatisdonewiththeproductinthemindoftheconsumer(RieTrout1986)thatishowconsumersperceivethinkfeelaboutabrrelativetocompetitiveentries(CzerniawskyMaloney1999RiesTrout1986).Throughposit

10、ioningtwoidenticalproductsmaybeviewedasdifferenttworatherdissimilarproductsmaybeviewedassubstitutes(EvansMoutinhovanRaaij1996)byalteringthebeliefsaboutabr(seeKalraGoodstein1998).Atypicalexampleisbottledmineralwater:event

11、houghthephysicalacteristicsoftheproductsare(nearly)identicalwellpositionedbrslikeEvianaremesuccessfulinthemarketplacethantheircompetits.Thepositioningdecisioniscentraltothesuccessofabr(PhamMuthukrishnan2002PunjMoon2002)a

12、sitdirectlyshapescustomers’perceptionschoicedecisions(AakerShansby1982CarpenterGlazerNakamoto1994).Mespecificallybrpositioninghasanimpactonimptantconsumerbasedoutcomevariablessuchperceivedpricesensitivity(KalraGoodstein1

13、998)braffect(JewellBarone2007)aswellasoncustomerderivedbrequitypricemarginsdemelasticity(BouldingLeeStaelin1994KalraGoodstein1998Keller19932003).Essentiallyawellpositionedbrappealstotheparticularneedsofacustomersegmentle

14、adstohighconsumerloyaltypositivelyshapedpreferencesbeliefsaboutbrvaluegreaterwillingnesstosearchfthebr(Day1984SchiffmanKanuk2007TrommsdffPaulssen2005).Ultimatelypositioninghasanimpactonthefinancialperfmanceofacompany(Day