品牌延伸的形象反饋?zhàn)饔每v向領(lǐng)域研究證據(jù)【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：品牌延伸的風(fēng)險(xiǎn)及對(duì)策研究一、外文原文標(biāo)題：Imagefeedbackeffectsofbrextensions:Evidencefromalongitudinalfieldstudy原文：AbstractThispaperexaminestheissueofimagefeedbackeffectspotentialdriversoftheseeffectsbyanalyzingreal

2、wldextensionsthathavebeenintroducedsuccessfullyinthemarketusingalongitudinalfieldstudy.WithinthecontextoftypicalFMCGextensionstheauthsfindstrongevidencethatevenfsuccessfulextensionsnegativeimagefeedbackeffectscanoccurpar

3、ticularlywhentheperceivedqualityoftheextensionfailstomeetthequalityleveloftheparentbr.Strongbrstendtobemevulnerabletonegativeimagefeedbackeffectsbecauseconsumershaveahigherreferencelevelftheirextensionsthanfthoseofweaker

4、brs.Thelikelihoodofnegativefeedbackeffectsdecreasesasthelevelofperceivedfitconsumers’perceptionsofthegeneralextendibilityoftheparentbrincreases.Butmanagerscannotatleastintheshtrunmitigatenegativeimagefeedbackeffectsthrou

5、ghincreasedadvertisingsuppt.Finallythefindingsdemonstratethatthefeedbackeffectsofanewextensionproductonparentbrimagediminishovertime.Inrecentyearsaplethaofnewproductshasbeenlaunchedusingexistingwellknownbrnames.Onecommon

6、lyadvancedrationalefthisproliferationofbrextensionsreferstocompanies’motivationtoleveragetheequityoftheirestablishedbrsdevelopprofitableproductswithrelativeease(BalacherGhose2003).Meoverextensionsmayenhancetheimageofthep

7、arentbr(positivefeedbackeffects)whichpositivelyinfluencessalesinothercategies.Howeverextensionscanalsoleadtonegativeperceptionsoftheparentstudythatprovidesempiricalsupptftheirnotionfurthermeweexaminespecificdriversofthef

8、eedbackeffectsof(successful)extensionproducts.Inparticularthisarticlecontributestothegrowingliteratureonthefeedbackeffectsofbrextensionsinthreeways:Firstweprovideaninitialanalysisoftheimagefeedbackeffectsofextensionsthat

9、havebeenintroducedsuccessfully(e.g.intermsofmarketshare)inthemarket.Weareparticularlyinterestedinwhethertheseextensionscanharmverystrongparentbrs.Specificallyweexpectnegativeimagefeedbackeffectswhentheextensionproductdoe

10、snotmeetthehigh(quality)stardoftheparentbr.Secondweexpletheimagefeedbackeffectsofrealextensionswithinthecontextofalongitudinalfieldexperiment.Becauseourrespondentsreceivedsampleextensionproductsbymailtastedusedthoseexten

11、sionsintheireverydaylifetheyhaddirectexperiencewiththeextensionproductbefetheyansweredourpostimagequestionnaire.Incontrastpreviousresearchonimagefeedbackeffectsexclusivelyuseshypotheticalbrextensions(i.e.extensionsnotint

12、roducedinthemarketsuchasHeinekenpopcn).Thirdwetesthypothesesregardingthepotentialdriversoftheimagefeedbackeffectsofbrextensionsthathavebeensuccessfullyintroducedinthemarket.Weusefourdriversthatpreviousconsumersurveysinto

13、imagefeedbackeffectsdonotconsider:perceivedadvertisingsupptoftheextensionperceivedadvertisingsupptoftheparentbrdifferencesinthequalitylevelsoftheextensiontheparentbrtheperceivedgeneralextendibilityoftheparentbr.Inadditio

14、nweincludetwowellknowndriversfwhichpreviousstudiesusinghypotheticalextensionshaveproducedmixedresultsnamelyperceivedparentbrstrengthperceivedfitbetweentheextensiontheparentbr.Theremainderofthisarticleisganizedasfollows:S

15、ection1presentstheconceptualframewk.Section2describestheproceduresamplemeasuresoftheempiricalstudyfollowedbySection3.Weconcludewithadiscussionofourfindings.1ConceptualframewkAsdiscussedintheIntroductionwepostulatethateve