品牌延伸命名策略對品牌性狀的探索性研究-外文翻譯

1、0外文翻譯原文Title:Brextensionnamingstrategies:AnexplatystudyoftheimpactofbrtraitsMaterialSource:MarketingLetters.Jue.2007.Volume18p6172；BusinesseconomyAuth：WilfriedR.VanhonackerWhenaknownbrextendsintoaproductcategythatinvolve

2、ssophisticatedstateofthearttechnologyconsumersfaceuncertaintyperceiveafinancialriskwhenconsideringtheextensionfpurchase.Thisstudyexpleshowthebr’sperceivedexpertiseintheextensioncategyvariousbrtraits(predictabilitydependa

3、bilityfaith)affectthatconsiderationdecisionhowtheseinteractwithparticularextensionnamingstrategies.Explatyresultsfromafieldstudygivethreeinsights.Firstaconsumer’sfaithinabrappearstoimprovetheextensionconsiderationindepen

4、dentofwhatnamingstrategyisadopted.Secondbrswithgoodpredictabilityseemtobenefitonlybyusingadirectnamingstrategyinthebrextension.Thirdaperceivedlackofexpertiseappearstoreducetheextensionconsiderationevenwhenabrbridgingstra

5、tegyisadopted.Adiscussionoftheseinsightstheirimplicationsisprovided.Substantialresearchhasbeendoneonhowconsumersevaluatebrextensions(seee.g.Keller2003Ghose2003referencestherein).Howeverlittleattentionhasbeendevotedtothei

6、mpactoftheparticularextensionnamingstrategyadoptedbybrsonconsumers’evaluations.Twogeneralstrategieshavebeensuggestedintheliterature(Farquharetal.1992).Onestrategyisdirectnaminginwhichtheparentbrbecomesthebrnamecarriedbyt

7、heextension.Anotherextensionnamingstrategyadoptedbybrsisindirectnaminginwhichtheparentbrisassociatedwiththeextensionbutinadistantveiledway.Oneexampleisbrbridgingsuchas“LycrabyDupont”whereanewbrname“Lycra”isintroducedalon

8、gsidetheparentbr“Dupont”.Theargumentgivenfsuchanextensionnamingstrategyisthattheextensionononehwouldbenefitfromtheconsumers’familiaritywiththeparentbrnameontheothertheintroductionofthenewbrname2abstraction.Theylabeltheth

9、reecomponentsaspredictabilitydependabilityfaith.Predictabilityreferstotheabilitytofecastabr’sactionsisinfluencedbyconsistencyinrecurrentbehavistabilityintheenvironmentknownconstraintsonthebehaviofbrs.Hencethejudgmentsofa

10、br’spredictabilityrelatetotheamountofpastexperiencetheconsumerhaswiththebrthedegreetowhichthatexperiencesuggestsconsistencystabilitycontroloverthepatternofbehaviexhibited.Dependabilitygoesbeyondadirectcodingofpastbehavic

11、oncentratesondispositionalattributesofthebrsuchasfexamplehonestyreliability.Dependabilityisrelatedtopredictabilitybecausepredictabilityisasourceofevidencefromwhichdispositionalattributesaboutabrcanbedrawn.Butdependabilit

12、ygoesbeyondapredictionbasedonthestabilityofrecurrentbehavis.Dependabilityinvolvesattributionsaboutaparticulardiagnosticsetofbehavis—thosethatinvolvevulnerabilityconflictofinterest—assuchreflectthebr’sdispositionalqualiti

13、esoftrustwthiness.Thethirdcomponentoftrustfaithreferstotheconsumer’sconfidenceintheresponsivenessofcaringbythebrinthefaceofuncertainty.1Incontrasttopredictabilitydependabilityfaithisnotjustgroundedinpastbehavi.Itisalsoin

14、fluencedbyfexamplethedegreetowhichtheconsumeriscapableoftrustingabr.itfindsasourceonlyintheelementsofpredictabilitydependabilitythatreflectmotivesofcaringresponsiveness.Assuchfaithcapturestheconsumer’sconfidenceinthebr’s

15、motivesprovidestheconsumerwiththecomftthatthebrwillputtheconsumeritsrelationshipwiththeconsumerfirst.Asbrextensioninvolvesthebrventuringintoanewproductcategyasanactionitisquitedifferentfromthebr’spastbehavi.Inthatsenseit

16、isreasonabletoassumethatfaithwhichdoesnotinvolveadirectcodingofpastbehaviismeindicativeoftrustinthebr’sfutureactionswillbeadominanttrait.becauseofitsnaturefaithislikelytobeadominanttraitirrespectiveofwhichextensionnaming

17、strategythebrpursues.Ourfirsthypothesisisthen:H1:Themefaithaconsumerhasinabrthemelikelyitisthattheconsumerwillconsiderthebr’sextensioninachoicesettingirrespectiveoftheextensionnamingstrategyadopted.Dependabilityrelatesto