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1、本科畢業(yè)論文（設(shè)計(jì)）外文翻譯原文：原文：UniqueBrExtensionChallengesFLuxuryBrsAbstract：Thearticlewillexpletheimpactofbrextensionsonthebrequityofluxurybrs.Thefirstsectionisaconcisepresentationofexistingbrequityconstructsfollowedbyabriefdeiono

2、fbrextensions.Thesecondpartaddressesthehistydevelopmentoftheluxurymarket.Thenextsectionisdevotedtothesystematicreviewofresearchthathasaddressedindividualbrequityelementsfluxurybrssuchasattitudestowardsperceptionsofluxury

3、brs.Aconceptualmodelexplingtheimpactofbrextensionsisproposedaddressingtheimpactofluxurybrextensionsontheparentbr?sbrawarenessbrimageconsumerperceivedattitudesconsumerperceivedbenefitsofluxurybrs.Thisarticlefinishesoffwit

4、hashtsectiononconclusionsfutureresearch.CURRENTBREQUITYCONSTRUCTSInthepastcompaniesgainedacompetitiveadvantagebyachievingeconomiesofscalethroughimprovedtechnologyapplicationsimperfectmarketconditionswithrespecttoresource

5、allocationsuchaslabourcapital.Howeverwhatusedtobeamarketofsmallplayershasturnedintoaplaygroundfmultinationalcompaniescompetingfthewldmarket.Mostindustrieshavebeenchallengedbydevelopmentssuchasanincreaseincompetitionprodu

6、ctsaturationincreasefragmentationofmediaoptionsbusiermepricesensitivesophisticatedconsumers.Thusacommonstrategyistoacquirewellknownconsumerbrswhichcompaniespaylargeamountsf.Abrsimagehasbecomeasalientresourcepossiblesourc

7、etogainacompetitiveadvantage.Anothercommonmotiveistoleveragethevalueofbrsthroughbrextensionsincreaseoverallvalueofbrinvestment.Productextensionsalsoassistinmanagingtheincreasedcompetitionindistributionchannelsrisingadver

8、tisingcost.BREXTENSIONSIndertoincreaseabrsequityacommonstrategyistoextendbrs.Brextensionsallowcompaniestoreduceriskscostsoflaunchingnewproductsincreasesalesprofitmarketsharebeabletoaskapremiumprice.Theymayalsoenhancefaci

9、litateabrsawarenessincreasetheconsumerperceivedvalueofbrwidenabrsattributesaddvaluetoabr.Fsuccessfulbrextensionsconsumershavetobeabletoexpthescopeofthebrsimageinfmationcuestootherareassuppliershavetobeabletotakeplaceonan

10、abstractlevele.g.imagerelatedlevelinsteadonaconcreteproductrelatedlevelasfnonluxurybrs.BREXTENSIONSTRATEGIESOFLUXURYBRSManyleadingluxurygoodscompanieshavebeenapplyingextensionstrategiessuchasnewproductlinesproductcategie

11、sbrnames.FexampleFrenchcompaniesiginallyknownfluxuryproductsduetotheirlonghistyof“HauteCouture”haveextendedtheirbrswidely.ExamplesareChristianDiHermes.Theimageofaluxurybrismainlybasedonfavourablestrongassociationsbasedon

12、mostlysymbolicproductacteristics.Thusconsumerattitudestowardsluxurybrsaredeterminedbypersonallyexpressiveattributes.RouxBoush(1996)builtupontheresearchbyRoux(1995)examinedtheeffectofconsumers?brknowledgeonboththeirevalua

13、tionsofluxurybrextensionstheirinferencesabouttheireffectoftheextensionsontheiginalbr.Theyfoundthatbrknowledgepositivelyeffectsqualityperceptionsofpotentialbrextensions.Howevertheydidnotfindsupptthatgreaterbrknowledgehasa

14、neffectonconclusionsabouttheeffectofbrextensionsontheparentbr.Consumersshowedafavourableattitudetowardsluxurybrextensionswhichwerepredominatelyevaluatedwithrespecttotheirconceptualfitwiththeparentbr.Theyfoundthatpurchase

15、rsofluxurybrsholdahighlevelofproductknowledgeexperiencebrfamiliarityasexpected.Theseconsumersevaluateluxurybrextensionsmerigouslyuseconceptualfitmanufacturersexpertisetoproduceextensionasreferencepoints.Theauthsfurtherdi

16、scoveredthatconsumerswithahigherlevelofknowledgedisplayedmeextremebrevaluations.Howeverknowledgedidnotseemtoimpactonpurchaseintentionwhichisplausiblewhenconsideringconsumers?purchasemotivationsfluxurybrs.IMPACTOFLUXURYBR

17、EXTENSIONSONPARENTBREQUITYDubois&Paternault(1995)foundthatluxurybrslosetheirprestigiousacterwhenoverdiffused.Thisresultcanbeexplainedbynonpersonalneedswhenconsumerswishtobuyproductswhichareofhighqualitynotavailabletotheg

18、eneralpublicconfmtogroupmembers.Roux&Boushfurtherexaminedtheimpactofbrextensionsonaluxurybrsprestigedesirabilityconfidencemoderatedbyconsumers?knowledgelevel.Thehypothesisthatmeknowledgeablepeoplewouldgivetheparentbrelem

19、entsmeextremeevaluationswasnotsuppted.Thisoutcomeconfirmsthatconsumersbuyluxurybrsbecauseoftheirimagegroupinfluenceemotionalbenefit.Furthernorelationshipwasfoundbetweenbrprestigedesirabilityconfidencewhenusedaspurchasein

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