品牌延伸對(duì)母品牌的不利影響[外文翻譯]

《品牌延伸對(duì)母品牌的不利影響[外文翻譯]》由會(huì)員上傳分享，免費(fèi)在線閱讀，更多相關(guān)內(nèi)容在學(xué)術(shù)論文-天天文庫。

1、畢業(yè)論文（設(shè)計(jì)）外文翻譯標(biāo)題：Thenegativeimpactofbrandextensionsonparentbrandimage原文：1.IntroductionIfweanalyseanygeneraldefinitionofaproduct,wefindthattherearethreelevels:thefirstistheproductitself,whichincludesthephysicalandtangibleaspectsofthesame(design,features,packaging,etc.);thesec

2、ondlevelencompassestheaddedservices(warrantees,finance,aftersalesservice,etc.);andthethirdlevelincludesthemostintangibleaspectssuchasthebrandname,qualityperceptions,reputation,etc.(deChernatonyandMcDonald,1998).IntangibleaspectsAmongtheintangibleaspectsoftheproduct,thebran

3、disthemostimportant,giventhatthemajorityofmarketingstrategiestendtohighlightthebrand–includingallofitsaddedelementslikelogotypeorslogan–morethantheproductisbeingsold.Therefore,thebrandisoneofthemostimportantassetsthatcompanieshave,andassuch,companiestakeadvantageofitinthei

4、rbusinessstrategy.Inrecentyears,companieshaveusedbrandextensionstrategiestolaunchnewproductsontothemarket,giventhatthisstrategydecreasestheriskoffailureoftheseproducts,becauseconsumerswillbetteracceptthenewproductslaunchedunderknownsymbols.However,thisstrategycanalsocausen

5、egativeeffectsintheperceptionsofconsumers,whichtranslateintoadilutionofthebrandimage.Theobjectiveofthisstudyistolookdeeplyintothenegativeeffectsthatbrandextensionstrategiesmayhaveonthebrandimage,takingintoaccountthemostrelevantvariablesconsideredintheliterature.Forthisreas

6、on,thenexttwosectionspresentareviewofthestudiesaboutbothbrandimageandbrandextensions.Thefourthsectionincludesthehypothesestobetested,andthenextsectiondescribesthemethodologyused.Theinformationissubsequentlyanalysed,andthemainconclusionsandimplicationsarepresentedinthelasts

7、ection.2.BrandimageLikeotherabstractconcepts,suchasbrandvalue,brandimagecanhavemultiplemeaningsandinterpretationsaccordingtothevariouspointsofviewlinkedtobusinessstudies(e.g.psychologyperspective).Oneofthedefinitionsofbrandimagethatiswidelyacceptedintheliteratureistheoneco

8、ntributedbyKeller(1993),whichdefinesthistermasthe“perceptionsaboutabrandreflectedasassoci