外文翻譯---品牌延伸反饋效應(yīng)一個整體框架

1、<p>　　標(biāo)題：Brand extension feedback effects: A holistic framework </p><p>　　原文：The brand extension literature has developed from evaluation of the brand extension per se to also considering the impact o

2、f the brand extensions on the parent brand, also known as the feedback effect. Feedback effects are the reciprocal impact of the brand extension on the parent brand, which can be either positive or negative. Despite subs

3、tantial investigation into brand extensions, a major gap in the literature is that it is very fragmented and investigates feedback effects in a rather pie</p><p>　　The study is positioned around this holisti

4、c approach, which has enabled four new major contributions to the feedback literature. First, a comprehensive model is presented that also explains the interrelationships among the major determinants of feedback. Prior l

5、iterature has failed to take these relationships into account. Second, a clear rank-order of major determinants of feedback is established. Third, the study revisits the importance and role of fit from a new perspective.

6、 Fourth, the stud</p><p>　　MODEL DEVELOPMENT</p><p>　　The proposed model is derived from the current theory on brand extension feedback.</p><p>　　Essentially, from a consumer perspe

7、ctive, the existing framework of feedback consists of two processes, that is, process one , involving evaluation of the brand extension, and process two , involving re-evaluation of the parent brand, post-extension launc

8、h.</p><p>　　Prior investigations into the evaluation of brand extensions and the subsequent feedback to the parent brand assume that a brand is a network of knowledge structures consisting of attributes, ben

9、efits and attitudes held by consumers. Whenever a brand extension is launched, there is a transfer of knowledge and attitude from the parent brand to the brand extension, as well as development of a perception of fit bas

10、ed on the number of shared associations between the parent and the extension. Hence, </p><p>　　As regards the impact of brand extensions on the parent brand (that is process two), past investigations assume

11、that brand extensions possess the capability to change the consumer’s existing mental schema of the parent brand. The book-keeping model of schema change has been put forward as one explanation of how brand extensions im

12、pact parent brand knowledge structures. According to this model, each piece of new information (for example a brand extension) leads to an incremental modification of t</p><p>　　The review of the feedback li

13、terature reveals that parent brand evaluations post extension launch are mainly explained by a construct representing parent brand knowledge, a measure of similarity / fit between the parent brand and the brand extension

14、 and some measure of brand extension success / evaluation. This basic framework is represented in the process tow of Figure 1. Despite several investigations into brand extension feedback, the literature remains fragment

15、ed and lacks a cohesive framewo</p><p>　　The proposed model and its constructs</p><p>　　The proposed model is presented in Figure 2.The following sections discuss each of the model’s constructs

16、along with their hypothesized effects.</p><p>　　Parent brand image and its effects</p><p>　　In essence, a brand extension feedback process model includes a construct that represents the strength

17、 of the parent brand’s existing knowledge in consumers’ minds.</p><p>　　Brand extension models require the inclusion of a variable related to measuring the existing strength of the parent brand schema, as it

18、 is the raison deter of brand extensions to capitalize on the parent brand’s name. Perceived parent brand image was chosen because it represents the number and strength of associations that consumers possess in the exist

19、ing mental schema about the brand, and thus best represents consumers’ brand knowledge.</p><p>　　Brand image is defined as the collection of both product and non-product associations in consumer memory, and

20、is developed through a synthesis made by the consumers of all the various brand signals such as brand name, visual symbols, the products it endorses, advertisements, other communications and even its reputation. These as

21、sociations possess the capability to effect brand extension evaluations.</p><p>　　Favorable brands result in greater positive attitudes among their consumers, which, in turn, facilitate the acceptance of new

22、 products bearing the favorable brand name owing to a transfer of attitude from the parent to the extension. The cue utilization theory lends further support to the effect of parent brand image on brand extension attitud

23、e, whereby the parent brand name on the brand extension serves as an extrinsic quality cue. Given that quality cues are determined through the senses befor</p><p>　　Hypothesis 1: Parent brand image positivel

24、y affects attitude towards the brand extension.</p><p>　　Hypothesis 2: Perceived parent brand image positively affects perceived brand extension fit.</p><p>　　Hypothesis 3: Parent brand image po

25、sitively affects parent brand attitude change.</p><p>　　Hypothesis 4: Brand extension fit with the parent brand positively affects attitude towards the brand extension.</p><p>　　Hypothesis 5: Br

26、and extension fit with the parent brand positively affects parent brand attitude change.</p><p>　　Hypothesis 6: Attitude towards brand extension positively affects parent brand attitude change.</p>&l

27、t;p>　　Attitude towards the brand extension and its effects </p><p>　　Apart from parent brand image and perceived fit, attitude towards the brand extension was chosen as the third variable in the model. Th

28、e rationale behind its inclusion was that a measure of brand extension success or failure creates vital initial reactions towards the parent brand. Ample evidence in the feedback literature lends credence to the importan

29、ce of this variable given that the feedback process originates only after the extension is launched in the market and receives initial evaluation</p><p>　　Parent brand attitude change </p><p>　　

30、As regards the choice of the dependent variable, parent brand attitudes were chosen as the evaluative dimension because of their key importance in developing overall brand equity. Choosing parent brand attitudes as the d

31、ependent variable is in congruence with most of the feedback literature. However, despite the substantial literature investigating the impact of brand extensions on parent brand attitudes, there still remains a lack of c

32、larity on the nature of impact and hence a need to clarify t</p><p>　　RESEARCH DESIGN</p><p>　　A self-administered quantitative survey of 387 young male subjects (all 18 – 25 years of age) from

33、a university college in the capital city of New Delhi was conducted by handing out the survey during lectures. Missing data made up less than 3 percent of the usable responses, and was replaced by the mean-substitution m

34、ethod. The sample size selected was well above 200, which is generally considered a minimum requirement for conducting a structural equation modeling analysis. It was ensured that t</p><p>　　Stimulus selecti

35、on</p><p>　　A real brand and its hypothetical extension were chosen as stimulus in this research, which was in line with prior brand extension literature. The Indian men’s fashion footwear sector was chosen

36、for the study owing to its high popularity among young male consumers belonging to upper-middle to upper-income households. This segment closely matched the sample chosen in this study. Another consideration in stimulus

37、selection was that only well-known brand names be examined for their potential to be </p><p>　　The branded sunglasses category was predetermined as the probable extension category for this research. The rati

38、onale in doing so was the current trend among Indian fashion brands to provide lifestyle solutions for their consumers by extending into other lifestyle product categories like watches, leather garments, lingerie and eye

39、wear, especially to the 18 – 25 year old demographic. Thus, the hypothetical brand extension scenario used as stimulus in the study was the launch of Woodland sunglasse</p><p>　　The second contribution of th

40、e study is a clear ranking of the major determinants of feedback effects on the parent brand when considered simultaneously. Previous studies have considered only one or two major antecedents, and have been unable to com

41、prehensively rank them. This study considers a larger list than usual, and is therefore able to contribute to a ranking assessment. This rank order is more meaningful and realistic, as it considers interrelationships amo

42、ng the key brand extension vari</p><p>　　1. Perceived fit</p><p>　　2. Parent Brand Image</p><p>　　3. Brand extension attitude</p><p>　　When the parent brand is consider

43、ed strong enough, consideration can be given to designing a brand extension. The results suggest that a key principle in design should be a close fit with the parent brand. This is achieved through choosing appropriate b

44、rand elements that are consistent with the parent brand. Examples include the use of consistent packaging as well as the use of the brand’s lettering and color. Apart from ensuring brand extension acceptance, it would al

45、so ensure a positive contri</p><p>　　Implications also exist regarding promotional decisions. Given the central importance of fit, all communications designed for the brand extension should focus on enhancin

46、g links with the parent brand’s core values. This necessitates communicating the fit between the parent brand and the extension through appropriate positioning of the extension, for example positioning of Olay vitamins a

47、s beauty products and not health supplements. Developing attitudes towards the brand extension are also crucia</p><p>　　Consumer needs are becoming fragmented, and corporations expect managers to launch bran

48、ds and brand extensions in order to meet those emerging needs. A potential risk for managers is launching a successful brand extension that diminishes the parent brand equity. Brand extension successes alone do not autom

49、atically guarantee positive feedback effects. In the era of brand consolidation, if brand extensions fail to contribute to the parent in a substantial manner, their viability as a strategic mar</p><p>　　出處：D

50、wivedi Abhishek; Merrilees Bill; Sweeney Arthur. Brand Extension Feedback Effects, [J],Journal of Brand Management, 2010,17(5), p328-p342.</p><p>　　標(biāo)題：品牌延伸反饋效應(yīng)：一個整體框架</p><p>　　譯文：品牌延伸文學(xué)已經(jīng)從對品牌延伸本

51、身的評價發(fā)展到也考慮對母品牌的品牌延伸的影響，也被稱為反饋效應(yīng)。反饋效應(yīng)是品牌延伸關(guān)于母品牌的相互影響，它可以是正面的或負(fù)面的。盡管針對品牌延伸有大量的調(diào)查，但這些文獻(xiàn)的主要缺口在于它是非常零散的，并且探討一個相當(dāng)零碎的反饋效果。這部分是歸因于對多數(shù)的反饋文學(xué)中的實驗設(shè)計的接受。因此，只有少量同時地模擬關(guān)于母品牌關(guān)鍵變量的影響的實證研究。本研究通過提出和測驗一個關(guān)于品牌延伸反饋過程的整體模型試圖解決這個缺口，以及闡明在先前孤立地幾乎被認(rèn)

52、為的主要影響。</p><p>　　這項研究就是圍繞這個對反饋文學(xué)有四個可行的的重大貢獻(xiàn)整體分析定位的。首先，提出一個綜合的也說明反饋的主要決定因素的相互關(guān)系的模型。在此之前的文獻(xiàn)未能考慮到這些關(guān)系。第二，制定明確的反饋的主要決定因素等級次序。第三，研究從一個新觀點重臨重要性和適合的角色。第四，這個研究直接模擬主要因素對多變的結(jié)果的改變的影響。此分析方法是在反饋文學(xué)中是新奇的。進一步的貢獻(xiàn)已經(jīng)首次被應(yīng)用于印度方面

53、。</p><p><b>　　模型的建立</b></p><p>　　被提及的模型是源于品牌延伸反饋的流通理論。本質(zhì)上說，從消費者的角度來看，現(xiàn)有的反饋框架包括兩個過程，即流程一，涉及品牌延伸的評價，流程二，涉及母品牌的再評估，后續(xù)延伸推出。</p><p>　　先前深入品牌延伸的評價以及隨后反饋給母品牌的調(diào)查認(rèn)為品牌是一個由消費者堅持的屬性

54、，利益和態(tài)度組成的知識結(jié)構(gòu)網(wǎng)狀系統(tǒng)。每當(dāng)一個品牌延伸推出后，就有一個從母品牌到品牌延伸的知識和看法的傳遞，以及一個適合的基于母品牌和延伸品牌之間的共同關(guān)聯(lián)的數(shù)量的看法的發(fā)展。因此，品牌延伸評估（即流程一）是一個消費者了解并喜歡母品牌的程度和母品牌和擴展的品牌之間的知覺契合度的函數(shù)。這個過程表現(xiàn)在圖1的流程一。</p><p>　　至于品牌延伸對母品牌的影響（也就是流程二），過去的調(diào)查認(rèn)為品牌延伸具備的改變消費者現(xiàn)

55、有的母品牌的心理模式的能力。圖式變化的簿記模型已經(jīng)被提出作為品牌延伸如何影響母品牌的知識結(jié)構(gòu)的解釋。根據(jù)這個模型，每條新的信息（例如，品牌延伸）都會導(dǎo)致了消費者心理的品牌知識結(jié)構(gòu)增量修改，不管新的信息的相似點。</p><p>　　反饋文獻(xiàn)的回顧顯示，母品牌延伸評估后推出，主要是由一個代表母品牌知識、相似度，母品牌和延伸品牌的適應(yīng)性和一些品牌延伸成功及評價的措施的結(jié)構(gòu)來解釋。這個基本框架表示在圖1中的流程二。盡管

56、幾次對品牌延伸反饋的調(diào)查，文獻(xiàn)仍然是分散零碎，缺乏一個有凝聚力的能同時研究母品牌的主要影響的框架。</p><p>　　被推薦的模型及其構(gòu)建</p><p>　　被推薦的模型是在圖2。下面的章節(jié)討論了該模型的每個結(jié)構(gòu)以及它們的假設(shè)的影響。</p><p><b>　　母品牌形象及其影響</b></p><p>　　從本質(zhì)

57、上講，一個品牌延伸反饋過程模型包括一個代表了母品牌在消費者心目中已有的認(rèn)知的強度的結(jié)構(gòu)。品牌延伸模式需要一個與衡量母品牌架構(gòu)現(xiàn)有的實力相關(guān)的變量，因為它是利用母品牌的名字的品牌延伸的存在威懾。感知到的母品牌形象被選擇，是因為它代表消費者現(xiàn)有的心理模式對這個品牌的的關(guān)聯(lián)的數(shù)量和強度，從而最能代表消費者的“品牌認(rèn)知”。</p><p>　　品牌形象是指在消費者記憶中產(chǎn)品和非產(chǎn)品關(guān)聯(lián)的集合，并通過由消費者對所有方面的品

58、牌標(biāo)志，如品牌名稱，視覺符號，被認(rèn)可的產(chǎn)品，廣告，其他通訊系統(tǒng)，甚至它的聲譽的制造成的一個綜合的開發(fā)。這些關(guān)聯(lián)具有影響品牌延伸評估的能力。</p><p>　　良好的品牌導(dǎo)致在它們的消費者中保持更積極的態(tài)度，轉(zhuǎn)而促進了印有良好的品牌名稱的新產(chǎn)品的接受程度，這歸功于從母品牌到擴展品牌的態(tài)度的傳遞。這個暗示利用理論為母品牌形象對品牌延伸態(tài)度的影響提供了進一步的支持，即品牌延伸冠上的母品牌名稱擔(dān)當(dāng)一個外在的品質(zhì)提示。由

59、于這個品質(zhì)線索是通過消費之前的感覺決定，所以品牌形象作為一個外在線索在當(dāng)消費者還沒有這個品牌延伸的先前經(jīng)驗或這個擴展對這個市場來說是新的時扮演著一個越來越重要的角色。在這種情況下，該品牌為這種新的產(chǎn)品的品質(zhì)擔(dān)當(dāng)著隱含的線索。因此，提出以下假設(shè)：</p><p>　　假設(shè)1：母品牌形象肯定影響對品牌延伸的態(tài)度。假設(shè)2：感知到的母品牌形象產(chǎn)生肯定影響感知到的品牌延伸契合度。假設(shè)3：母品牌形象肯定影響母品牌態(tài)度的轉(zhuǎn)

60、變。假設(shè)4：品牌延伸與母品牌的契合肯定影響對品牌延伸的態(tài)度。假設(shè)5：品牌延伸與母品牌契合度肯定影響母品牌態(tài)度的轉(zhuǎn)變。假設(shè)6：對品牌延伸的態(tài)度肯定影響母品牌態(tài)度的轉(zhuǎn)變。</p><p>　　對品牌延伸的態(tài)度及其影響</p><p>　　除了母品牌形象和感知到的契合度，對品牌延伸的態(tài)度被選擇作為模型中的第三個變量。將其列入議程的背后的理由是對一個品牌延伸的成功或失敗的評估創(chuàng)建在對母品牌至

61、關(guān)重要的最初反應(yīng)。在反饋文學(xué)中有充足證據(jù)印證了這個鑒于反饋過程開始后，擴展才在市場上推出，并接受來自消費者的初步評價的變量的重要性。</p><p><b>　　母品牌態(tài)度的轉(zhuǎn)變</b></p><p>　　至于因變量的選擇，母品牌態(tài)度被評為可評價的尺寸，因為他們在發(fā)展整體品牌資產(chǎn)方面的關(guān)鍵的重要性。選擇母品牌的態(tài)度作為因變量與大部分反饋文學(xué)相一致。然而，盡管有大量的

62、調(diào)查品牌延伸在母品牌態(tài)度方面的影響的文獻(xiàn)，但影響的本質(zhì)仍然缺乏清晰度，因此有闡明這個問題的需要。這項研究的重點是調(diào)查關(guān)于母品牌的態(tài)度變化的影響，因為反饋效果已經(jīng)被界定為對母品牌的心理架構(gòu)上的變化。 因此，這項研究中因變量被稱為為“母品牌態(tài)度的轉(zhuǎn)變”。</p><p><b>　　研究設(shè)計</b></p><p>　　一個關(guān)于對來自首都新德里大學(xué)學(xué)院的387個青年男性受

63、試者（都是18到25歲）的自我管理的定量監(jiān)測在演講過程中被分散指揮。丟失的數(shù)據(jù)占可能反應(yīng)的不到百分之三，然后用平均替代方法所代替。這個樣本挑選的大小最好高于200，這被普遍認(rèn)為是進行結(jié)構(gòu)方程模型分析的最低要求。這是確保所被選擇的樣本與被選擇的行業(yè)的目標(biāo)市場相匹配，就是年輕的在18- 25歲年齡組（即Y代）屬于中上層收入家庭的城市男子。</p><p><b>　　刺激選擇 </b></

64、p><p>　　在本研究中，一個真實的品牌和其假設(shè)的擴展被選擇作為刺激，這是符合先前品牌延伸文學(xué)。該研究選擇印度裔男子的時尚鞋類部門，這要歸功于它在屬于中上收入家庭的年輕男性消費者中的高人氣。該分部密切配合本研究選擇的樣本。刺激選擇的另一個考慮因素是只有選擇能檢查他們的延伸潛力知名品牌，因為虛構(gòu)的品牌不支持品牌延伸必要的結(jié)構(gòu)良好的關(guān)聯(lián)和情感。因此，為了得出一個眾所周知的母品牌，一些探索性的非正式討論在由8到10名參與

65、者組成的小團體中舉辦了。參與者被要求從他們以前購買的品牌中提及他們中意的品牌。被小組最多提到的印度時尚流行鞋類品牌是Lee Cooper，Provogue，Woodland 和Red Tap。這四項品牌全都適合于品牌延伸的研究，因為它們滿足了樣品被熟知這一首要事項。Woodland品牌被隨機地從選項中選擇為母品牌。二級數(shù)據(jù)支持這一選擇，因為目前Woodland擁有約占保費的休閑鞋市場的百分之四十份額，有一個在跨越印度的零售業(yè)務(wù)，并計劃未

66、來擴展到其他產(chǎn)品類別。 該品牌的太陽鏡類別是被預(yù)定作為本研究可能延伸類別。這樣做的理由是在印度時尚品牌中目前的趨勢是通過延伸到其他生活產(chǎn)品種類如手</p><p>　　本研究的第二個貢獻(xiàn)是，當(dāng)同時考慮母品牌反饋影響的主要決定因素時，有一個清楚的主要決定因素的排名。以前的研究只有一個或兩個主要的先例，并已經(jīng)無法全面地把它們排名。這項研究考慮了一個比平常更多的清單，因此能夠有助于一個等級排名評估。這個排名是

67、更具意義的和現(xiàn)實的，因為它考慮了品牌延伸的關(guān)鍵變量之間的相互關(guān)系。其影響排名如下：</p><p><b>　　1、感知到的適合度</b></p><p><b>　　2、母品牌形象</b></p><p><b>　　3、品牌延伸態(tài)度</b></p><p>　　當(dāng)母品牌被認(rèn)

68、為是足夠的強大，可以考慮策劃一個品牌延伸。結(jié)果表明，在設(shè)計中的關(guān)鍵原則是應(yīng)與母品牌緊密配合。這是通過選擇合適的與母品牌一致的品牌元素取得成功。例子包括使用一致的包裝，以及品牌的文字和顏色的使用。除了確保品牌延伸的接受度，它也將確保對母品牌有積極的貢獻(xiàn)。</p><p>　　關(guān)于促銷方面存在的影響。鑒于適應(yīng)性的主要的重要性，為品牌延伸的設(shè)計所有宣傳應(yīng)著眼于加強與母品牌的核心價值鏈接的關(guān)系。這使母品牌與延伸品牌之間交

69、流的契合度成為必要，通過延伸的適當(dāng)?shù)亩ㄎ?，例如維生素玉蘭油定位為美容產(chǎn)品，而不是保健品。品牌延伸發(fā)展的態(tài)度也很關(guān)鍵，因為是消費者對延伸物質(zhì)的第一印象。對管理者的研究已經(jīng)表明，他們對于延伸產(chǎn)生的快速的最初的接受度感興趣。促銷活動應(yīng)該開發(fā)對于延伸更強烈的消費者態(tài)度，來創(chuàng)造品牌延伸的自身的價值觀念，使延伸終究變得自立。</p><p>　　消費者需求正變得零碎，公司期望管理者推出品牌和品牌延伸，以滿足那些消費者新的需要

70、。對于管理者的潛在風(fēng)險是正在啟動一個削弱了母品牌資產(chǎn)的成功的品牌擴展。品牌延伸的成功本身并不能自動地保證有積極的反饋效應(yīng)。在這個品牌整合的時代，如果品牌延伸未能用某種實質(zhì)性的方式對母品牌有所貢獻(xiàn)，那么他們作為一個戰(zhàn)略市場投資的可行性便存在爭議。與母品牌有好的契合度確保了雙倍返還，即品牌延伸的接受度以及對整體品牌權(quán)益（或反饋）的貢獻(xiàn)。因此，對品牌經(jīng)理來說采取適當(dāng)?shù)钠放蒲由斓脑O(shè)計和宣傳戰(zhàn)略是至關(guān)重要。</p><p>