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文檔簡介
1、畢業(yè)論文外文翻譯題目:某企業(yè)品牌延伸的風(fēng)險(xiǎn)及規(guī)避對(duì)策一、外文原文標(biāo)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
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