【中英雙語(yǔ)】366關(guān)于產(chǎn)品品牌定位營(yíng)銷策略有關(guān)的外文文獻(xiàn)翻譯成品：從消費(fèi)者的角度評(píng)估品牌定位策略的有效性（中英文雙語(yǔ)對(duì)照）

1、此文檔是畢業(yè)設(shè)計(jì)外文翻譯成品（ 含英文原文+中文翻譯） ，無需調(diào)整復(fù)雜的格式！下載之后直接可用，方便快捷！本文價(jià)格不貴,也就幾十塊錢！一輩子也就一次的事！外文標(biāo)題：Evaluating the effectiveness of brand-positioning strategies from a consumer perspective外文作者：Christoph Fuchs, Adamantios Diamantopoulo

2、s文獻(xiàn)出處: European Journal of Marketing Vol. 44 No. 11/12, 2018 (如覺得年份太老，可改為近 2 年，畢竟很多畢業(yè)生都這樣做)英文 5979 單詞，38597 字符(字符就是印刷符)，中文 8981 漢字。 （如果字?jǐn)?shù)多了，可自行刪減，大多數(shù)學(xué)校都是要求選取外文的一部分內(nèi)容進(jìn)行翻譯的。 ）Evaluating the effectiveness of brand-positioni

3、ng strategies from a consumer perspectiveAbstractPurpose – The purpose of the paper is to explore empirically the overall relative effectiveness of alternative positioning strategies from a consumer perspective.Design/me

4、thodology/approach – Two studies (within- and between-subjects design) are conducted aimed at evaluating the positioning success of four distinct positioning strategies of real brands in terms of consumers’ perceptions o

5、f brand favorability, differentiation, and credibility, while controlling for brand-specific, product category-specific, and socio-demographic influences.Findings – The results show that the type of positioning strategy

6、used affects the positioning success of a brand. More specifically, the study confirms normative arguments about the overall relative effectiveness of main positioning strategies by revealing that benefit-based positioni

7、ng and surrogate (user) positioning generally outperform feature-based positioning strategies along the three effectiveness dimensions. The findings also demonstrate that no single strategy outperforms all the others on

8、all dimensions.Research limitations/implications – The study is limited in terms of the number of Despite the importance of brand positioning, however, limited empirical attention has been paid to the question whether th

9、e use of certain positioning strategies (e.g. benefit-based positioning) results in more superiorly positioned brands than the application of other strategies (e.g. user-based positioning) (Keller and Lehmann, 2006; Pham

10、 and Muthukrishnan, 2002). The purpose of the current study is to close this gap and compare the effectiveness of prototypical positioning strategies of real brands from a consumer perspective and thus provide brand mana

11、gers and advertisingprofessionals with empirically-based insights for making sound positioning decisions.We conceptualize positioning effectiveness as a multidimensional construct capturing consumers’ evaluations of a br

12、and’s position in terms of credible and favorable differentiations in relation to competing brands, thus enabling an assessment of the extent to which the brand in question occupies a credible, distinct, and positively v

13、alued position in the minds of consumers. Our comparison of positioning strategies is therefore undertaken along three key dimensions (i.e. favorability, differentiation, and credibility) which jointly determine overall

14、positioning success; our analysis alsocontrols for extraneous influences such as corporate brand associations or advertising creativity that may potentially confound the effect of positioning strategy on the aforemention

15、ed dimensions.In the next section, we provide a brief conceptual background on the notion of brand positioning and follow this by a conceptualization and operationalization of brand positioning strategies and effectivene

16、ss. Next, we present the results of two separate empirical studies designed to offer complementary insights into the perceived effectiveness of different positioning strategies employed within a given product category (c

17、ompact cars). We conclude the paper with a discussion of the implications of the findings, its limitations, and suggestions for future research.Literature backgroundTo avoid confusions about the meaning of the positionin

18、g concept, it is important to distinguish between brand positioning and strategic (market) positioning (see DiMingo, 1988; Ellson, 2004). Strategic (market) positioning refers to the competitivemarket standing of a firm