品牌延伸戰(zhàn)略規(guī)劃品牌類別的個性契合度和非典型的經(jīng)驗估計[外文翻譯]

1、畢業(yè)論文外文翻譯題目：某企業(yè)品牌延伸的風(fēng)險及規(guī)避對策一、外文原文標題：BrExtensionStrategyPlanning:EmpiricalEstimationofBr–CategyPersonalityFitAtypicality原文：Brextensions—theuseofanexistingbrnameonanewproductinanewcategytobenefitfromtheexistingbrname’saware

2、nessassociationsleveragetheinvestmentsacompanymakesinitsexistingbrnameshedgeagainsttheriskofnewproductfailures.Thepopularityofthisstrategyisduetothebeliefthatitleadstohigherconsumertrialthantheuseofanewbrnamebecauseofthe

3、awarenesslevelsassociation(imagery)equitiesofthebrnamebeingleveraged(Keller2003p.582).Manycompaniestodayalsoseektoleveragetheirexistingbrassetsthroughlicensingdealstoothermanufacturersinothercategies(e.g.theCaterpillarbr

4、onbootsmadebyWolverinefootwear)throughcobringarrangements(e.g.HarleyDavidsonwithFdtrucks).These“extendibility”advantagessignificantlycontributetoabr’sfinancialvaluebecausetheyraisetheestimateofitsfuturerevenues(Keller200

5、3p.499).Howevernotallbrextensionssucceedthereisariskthatfailurewillbackfireontheimageoftheparentbr(MartinezPina2003).IntheUnitedStatesnewproductsexperiencefailureratesbetween80%90%brextensionsfailatasomewhatlowerrate(Kel

6、ler2003pp.581–82).Thustherehasbeenaburgeoningacademicresearchstreamonthefactsthatpromotereducethesuccessofbrextensions.Thisacademicresearchhashighlightedthecontributingroleofthebreadthabstractnessoftheextendingbr’sassoci

7、ationsimagerythefitofthesewiththetargetcategy.Thisarticlefillsavoidintheliteraturebyproposingamethodologytoestimatetheseconstructsbyseparatelymeasuringtheassociationimageryoftheextendingbrits“parentcategy”thatoftheproduc

8、tcategyintowhichitisbeingextended.UsingaBayesianfactanalyticnewproductcategyifthereappearstobeamatchatthelevelofconcreteattributes(e.g.microprocesssfIntel)basedonabstractimagerypersonalityattributes(e.g.prestigeexcitings

9、tylefPsche)(BatraLehmannSingh1993JohnLoken1993ParkMilburgLawson1991).Themesalientsharedassociationstherearebetweenthebrnamethenewextensioncategythegreateristheperceptionoffit.Thegreatertheperceivedfitthegreateristhedegre

10、etowhichconsumerswillviewtheperceptionspreferenceoftheextendingbrto“carryover”toitsnewproductcategy.Fitatthelevelofimageryisoftenagreaterdeterminantofbrextensionsuccessthanthedegreeoffavableoverallattitudestowardtheexten

11、dingbrthedegreeofphysicalsimilaritybetweentheparenttheenteredintoproductcategies(BroniarczykAlba1994).Currentmethodsofmeasuringfitsimplyaskconsumersftheiroverallperceptualassessmentsusingdirectratingscalessuchas“howwelld

12、oestheproposedextensionfitwiththeparentbr”(Keller2003p.604).Thereareatleastthreeissueswiththeuseofsuchmeasures.FirstasKlinkSmith(2001)showconsumers’answerstosuchdirectquestionsarenecessarilybasedonpreconceivedideasofbrex

13、tendibilitymaybeconfoundedwithpriattitudesyieldingproblematicestimatesoffit.Secondthese“overallfit”estimatesdonotofferanydiagnosticinsightintothe“basis”ofthesefitassessmentsunderstingthespecificassociationsthatcontribute

14、todetractfromfitjudgmentscouldbeimptantftheidentificationofbrextensionopptunitiesstrategyplanning.Thirdtheprevalent“concepttesting”approachdoesnotallowfthegenerationofnewbrextensionslicensingcobringideasitsimplyallowsfth

15、etestingofalimitednumberofalreadygeneratedconcepts.Addressingtheselimitationswepresentanoattitudinalmethodfempiricallygeneratinginfmationaboutabrextension’sfitwithoutaskingfdirectconsumerjudgmentsoffitsimilaritybetweenth