外文翻譯-知覺(jué)變異和有關(guān)品牌延伸推論

畢業(yè)論文外文翻譯一、外文原文標(biāo)題:PerceivedVariabilityandInferencesaboutBrandExtensions原文:Recentresearchonconsumerreactionstobrandextensionshasfocusedonthejudgmentaleffectsofthematchbetweentheattributes,benefits,andusesofestablishedversusnewproductssharingthesamebrandname.Thepresentexperimentextendsthisresearchbyinvestigatingtheeffectsoftwotypesofperceivedvariabilityonconsumers'inferencesaboutbrandextensions:(a)theperceivedvariabilityofafirm'scurrentofferings,and(b)theperceivedvariabilityofbrandsinanentrycategory.Inferencesaboutthepotentialqualityofthebrandextension,andaboutthemanufacturer'sreasonsforattemptingtoenterthenewproductcategoryweremeasured.Repercussionsoftheseinferencesonjudgmentsofthefirmlaunchingthebrandextensionwerealsoexamined.Implicationsoftheresultsforproductmanagementarediscussed.Agreatdealofrecentresearchhasfocusedontheconceptofbrandequity,whichreferstothevalueaddedtoaproductbyabrandname(Farquhar1989;Leuthesser1988).Asuccessfulbrandnameisstronglyassociatedwithconceptsdesignedto(a)enhancetheperceivedvalueofaproduct,and(b)differentiateaproductfromcompetitors'offerings.However,buildingasuccessfulbrandnamerequiresthecommitmentofalargepoolofresourcesforanextendedperiodoftime(Park,Jaworski,andMaclnnes1986).Becauseorganizationshavelimitedresources,risksandcostsmustbemanagedinanefficientmanner.Onewaytomanagerisksandcostsisthroughbrandleverage,whichreferstotheuseofs.successful,establishedbrandnametofacilitateenteringnewmarkets.Thiscanbeachievedbyattachingtheestablishedbrandnametoanewofferingineitherthesame(alineextension)oranew(abrandextension)productcategory.Extendingastrongbrandnameshouldresultineasierandwideracceptance,onthepartofbothconsumersanddistributors.Recentresearchonconsumeracceptanceofbrandextensionshasfocusedprimarilyontheeffectsofthecategorizationprocessonjudgmentandchoice(forreviewsofthecategorizationliterature,seeAlbaandHutchinson1987;CohenandBasu1987;SujanandBettman1989).Severalstudieshaveshownthatjudgmentsoforiginalbrandsaregeneralizedtojudgmentsofnewbranasonlywhenthereisagoodmatchbetweentheattributes,benefits,andusesofparentandnewbrands(AakerandKeller1990;Farquhar,Herr,andFazio1990;Leuthesser1988;Tauber1988).Hence,newproductsshouldbenefitfromestablishedbrandnamesif(a)conceptshavingfavorableimplicationsforthepurchasedecisionarestronglylinkedtothebrandname,and(b)generalizationislikelyduetoahighdegreeofoverlapbetweentheattributes,benefits,andusesofparentandnewbrands.Althoughthedegreeofsimilaritybetweennewandparentbrandsisclearlyanimportantmediatorofconsumerresponsetoextensions,otherfactorsarelikelytobeimportantaswell.Wesuggestthatsomeparentbrandsprovidegreaterleveragethanothers,andthatsomenewproductentrycategoriesaremorereceptivetoextensions,evenwhenonecontrolsforsimilarity.Specifically,wefocusontwonewvariablesthatshouldinfluenceconsumerresponsetoextensions:theperceivedvariabilityofaparentbrand'scurrentofferings,andtheperceivedvariabilityofexistingbrandsinanentrycategory.PerceivedVariabilityandtheGeneralizationProcessWhydopeoplemakesweepinggeneralizationsonthebasisoflimitedevidence,insomecases,whereasinothers,theyfailtogeneralizeevenwhenextensiveevidenceisavailable?Inaddressingthisissue,itbecomesimmediatelyapparentthatotherfactorsbesidesperceivedsimilarityarealsolikelytoinfiuencethegeneralizationprocess.Theoriesofcategorizationmustaddressnotonlytheabstractionanduseofdistributionalknowledgesuchasknowledgeaboutthecentraltendencyofcategorymembersonagivendimension(e.g.,attributes,benefits,uses),butalsoknowledgeabouttheperceivedvariabilityordispersionofcategorymembersonfocaldimensions(Flannagan,Fried,andHolyoak1986;FriedandHolyoak1984).Forexample,socialjudgmentresearchhasshownthatgeneralizationisgreaterwhenperceivedvariabilityonatargetdimensionislow,asopposedtohigh(Linville,Fischer,andSalovey1989;Nisbett,Krantz,Jepson,andKunda1983;ParkandHastie1987;QuattroneandJones1980).Thatis,whenperceivedvariabilityislow,theobservedcharacteristicsofoneindividualisattributedtoallmembersoftheindividual'ssocialcategory("you'veseenone,you'veseenthemall").Becauseperceptionsofvariabilityarelowerforunfamiliarcategories(e.g.,out-groups),andforabstractionbased(asopposedtoinstance-based)categories,greatergeneralizationoccursforunfamiliarandforabstraction-basedcategories.PerceivedVariabilityofaParentBrand'sCurrentOfferingsSomefirmsattachasinglebrandnametoawidevarietyofproductsinseveraldifferentcategories.Otherfirmsuseonebrandnameforonecurrentoffering.Henceforth,tJieseend-pointsofthebreadthcontinuumwillbereferredtoasumbrellavs.nichebrands,respectively.Becausethereareadvantagesanddisadvantagesassociatedwitheachoftheseilternatives,strategyselectioncallsforananalysisofcostsandbenefits.Oneadvantageoftheumbrellastrategyisthatthemiuufacturerislikelytobeperceivedashavingawidevarietyofstrengthsandskillsinseveraldifferentproductcategories.Suchafirmmaybeperceivedtohavetherequisiteknowledgeandskillsforenteringnewmarkets,and,consequently,brandextensionsshouldseemlegitimate.Afirmadoptinganichistrategy,ontheotherhand,maybeperceivedtopossesshighlyspecializedknowledgeandskillstliatcannotbetransferredreadilytonewmarkets.Ofcourse,anumbrellafirmrunstheriskofbeingperceivedasa"jack-of-all-trades"(masterofnone);furtherextensionsintonewmarketssupportandstrengtlienthisperception.Moreover,imagesandvaluesassociatedwithabrandnamebecomemoreiinbiguousandmorediffuseasextendingincreases(RiesandTrout1981).Incontrast,anichefirmcanmorereadilybuildastrongbrandnamebylinkingittounambiguousconceptsthatclearlydifferentiatetheoffering.Perceii-edVariabilityofExistingBrandsintheEntryCategcrySomeproductcategoriesmaybemorereceptivetonewbrandsthanothers.Whenperceivedvariabilityofanentrycategoryislow,categorymembersshouldbeperceivedasundiffc;rentiated;newbrandsenteringthiscategoryshouldbeperceivedaslegitimate(e.g.,ifeveryoneelseisdoingit,youcan,too),butnotreallyneworexciting.Conversely,whenperceivedvariabilityishigh,ihereis"room"forextensions,butgeneralizationisdifficultandconsumersmaybeunabletomakepredictionsaboutthequalityofnewbrands.ResearchPropositionsandtheExperimentalDesignInferencesaboutbrandextensionsshouldbeaffectedbythesetwotypesofperceivedvariability:(a)theperceivedvariabilityofafirm'scurrentofferings(i.e.,umbrellavs.nichebrands),and(b)thepeiceivedvariabilityofextantbrandsinanentrycategory.Perceptionsofvariabilitymaybeformedforseveraldifferentdimensionsofanexistingcategoiy.Wefocusedononekeydimension:perceivedquality.Qualityjudgmentsofparentbrandsshouldgeneralizemorereadilytobrandextensionswhenperceivedvariabilityislowinentrycategories.Toinvestigatetheroleofperceivedvariabilityinconsumerinference,anexperimentwasconductedinwhichbrandnameandnewproductconceptinformationwasmanipulated.Subjectsreceivedeitheranumbrellabrandname,anichebrandname,ornobrandname,pairedwithconceptsforsixdifferentpackagedgoods(i.e.,theentrycategories).Onthebasisofidiotheticratings(JaccardandWood1986),theentrycategoriesweresplitintohighandlowperceivedvariabilitygroups.Hence,a3(umbrella,niche,ornobrandname[betwecn-subjects])X2(highorlowperceivedvariabilityintheentrycategory[within-subjects])factorialdesignwasemployed.Thisdesignhasseveraladvantagesoverpreviouscorrelationalresearchonbrandextensions:(a)subjectswererandomlyassignedtobrandnameconditions,(b)reactionstoallpossiblecombinationscfbrsmdnameandconceptinfonnationwereexamined,and(c)thenobrandnamecontrolconditionenablesonetomeasureinferencesaboutanewproductconceptwhilecontrollingforpriorknowledgeaboutabrand.DISCUSSIONTogether,thequalityinference,causalinference,andconditionalinferencedatasuggeststhatbrandextensioncantarnishglobalevaluationsofaparentbrand.Evenwhenfavorably-evaluatedparentbrandnamearepairedwithfavorably-evaluatedbrandixtensions,alessfavorableoveraleimpressionoftheparentbrandcanresult.Furthermore,tliisnegativereactionseemsmorepronouncedforumbrellabrand.Thus,anumbrellabranddoesnotautomaticallyprovidemoreleveragethananichebrand.Whenaparentbrandnameisstretchedtoofar,additionalextensionscanhavenegativerepercussionsonjudgmentsabouttheparentbrand.TheresultalsoimplythattheperceivedvariabilityofbrandsinanentrycategoryisanimportantmoderatorofconsumersinitialinferencesaboutInewoffering.Whenperceivedvariabilityishigh,jeneralizationisdifficultandconsumertendtoformconservative,moderatejudgements.Incontrat,whentheperceivedvariabilityofexistingproductsinanentrycategoryislow,thereappearstobeiomeopportunityforbrandleverage.Whyisthebrandextensionstrategysodifficulttomanage?Toaddressthiscomplexissue,weshouldconsiderthemultipleinferentialimplicationsofbrandnameinformation.Whenthebrandnameisunknown,consumersareunabletodetermineifagivennewproductextendsanexistingproductlineorifthenewproductisthefirm'sonlyoffering.Incontrast,whenthebrandnameisknown.Lessextremeuniqueskillsandmoreextremecopycatattributionstendtobeformed.Ifanewproductisnotperceivedtobeanaturalsequeltopriorofferings,itmaybeperceivedtobeaninferiorbrand(becausethemanufacturermaylacktheexperienceneededtodevelopasuperiorbrand),oritmaybeperceivedtobetheresultofaquicklyimplementedtacticdesignedtoexploitarecentlyemergingopportunity(ifitdoesnotcapitalizeonuniquestrengths,whyelsewoulditbelaunched?).Theformercasesuggeststhatlineextensionmaybeeffective,andthelattercasesuggeststhatbothlineandproductextensionsarelikelytobeineffective..Futureresearchshouldattempttoreplicatethefindingsformthisprojectusingamoregeneralizablesetofumbrellathatandnichebrands(weemployedonlytwobrands).Althoughweattemptedtoselectentrycategoriesthatwereequallyapplicabletobothparentbrand,morerigorouscontrolsforsimilarityorfitbetweenparentandextendedbrandsareneeded.Futureresearchshouldalsoexamineconsumerresponsetolineandbrandextensionsusingdifferentparentbrandnamesanddifferententrycategories.Finally,futureresearchonbrandequityshould(a)includeanobrandnamecontrolconditiontoestablishthegeneralappealofanewproductconceptwhilecontrollingforpriorknowledgeabouttheparentbrand,and(b)employpre-andpost-launchmeasuretoassesstheramificationsofextendingforjudgmentsoftheoriginal,parentbrand.Source:Kardes,FrankR.;Allen,ChrisT..AdvancesinConsumerResearch,1991,Vol.18Issue1,p392-398,7p,4Charts二、翻譯文章標(biāo)題：知覺(jué)變異和有關(guān)品牌延伸推論譯文：消費(fèi)者對(duì)品牌延伸反應(yīng)的最新研究，表明消費(fèi)者已經(jīng)對(duì)使用同品牌名稱的新產(chǎn)品的判斷產(chǎn)生了影響，這就就好比一場(chǎng)在屬性，收益，用途等方面的競(jìng)爭(zhēng)。本實(shí)驗(yàn)擴(kuò)展了消費(fèi)者在品牌延伸推論方面對(duì)兩種知覺(jué)變異類型的效果的研究：①對(duì)一個(gè)公司的現(xiàn)有的產(chǎn)品知覺(jué)變異；②對(duì)品牌條目類別的認(rèn)知變化，包括對(duì)品牌延伸后的資產(chǎn)的推論，對(duì)有關(guān)制造商進(jìn)入新產(chǎn)品的原因的類別的測(cè)定，對(duì)該公司推出的品牌延伸判斷的推論反響進(jìn)行審議，對(duì)產(chǎn)品管理的結(jié)果的意義進(jìn)行了討論。最近的大量研究都集中在品牌權(quán)益。品牌權(quán)益是指品牌給產(chǎn)品帶來(lái)的價(jià)值增值。(Farquhar1989;Leuthesser1988)的產(chǎn)品概念。一個(gè)成功的品牌名稱是和它的概念強(qiáng)烈相關(guān)的，它的設(shè)計(jì)是為了加強(qiáng)產(chǎn)品的認(rèn)知價(jià)值和區(qū)分競(jìng)爭(zhēng)對(duì)手的產(chǎn)品。但是，建立一個(gè)成功的品牌需要從長(zhǎng)遠(yuǎn)角度去準(zhǔn)備大量的資源(Park,Jaworski,和Maclnnes1986)。由于組織資源有限，風(fēng)險(xiǎn)和成本管理必須以一種有效的方式去管理。管理風(fēng)險(xiǎn)和成本的一種方法是通過(guò)品牌的杠桿作用，通過(guò)把已經(jīng)建立的品牌附加到一個(gè)新的產(chǎn)品，可以是相同的(一線延伸)或一個(gè)新的(品牌延伸)產(chǎn)品類別，從而得到實(shí)現(xiàn)。品牌的杠桿作用是指的使用已經(jīng)成功建立的品牌名稱進(jìn)入新的市場(chǎng)。一個(gè)知名品牌的延伸可以導(dǎo)致更容易和更廣泛地被消費(fèi)者和經(jīng)銷商接受。消費(fèi)者對(duì)品牌延伸接受程度領(lǐng)域的最新相關(guān)研究主要集中在消費(fèi)者對(duì)產(chǎn)品的判斷與選擇這個(gè)過(guò)程的影響(AlbaandHutchinson1987，CohenandBasu1987;Sujan和Bettman1989)。一些研究表明，只有當(dāng)原品牌與新品牌在屬性、利益與用途方面是一個(gè)良性競(jìng)爭(zhēng)時(shí)才能讓消費(fèi)者從對(duì)原品牌的判斷推廣到對(duì)新品牌的判決(AakerandKeller1990年；Farquhar，Herr,andFazio1990年；Leuthesser1988;Tauber1988年)。因此，新產(chǎn)品應(yīng)該使已經(jīng)建立的品牌受益，如果這個(gè)概念對(duì)購(gòu)買決策有良好的影響，且跟品牌名稱密切相關(guān)，或原品牌和新品牌在屬性，利益和用途方面的高度相關(guān)。雖然原品牌和新品牌的相似程度是消費(fèi)者對(duì)品牌延伸反應(yīng)的最重要的因素，但是影響它的其他因素也是很重要的。我們認(rèn)為，一些原品牌提供了比其他因素更大的杠桿作用，而一些產(chǎn)品項(xiàng)目類的擴(kuò)展別更容易被消費(fèi)者接受，即使新產(chǎn)品與原品牌相似度不高。具體來(lái)說(shuō)，我們側(cè)重于兩個(gè)影響消費(fèi)者對(duì)品牌延伸反應(yīng)的新的變量，母品牌的現(xiàn)有產(chǎn)品的知覺(jué)變異性，對(duì)現(xiàn)有品牌感知變化的條目分類。知覺(jué)變異及演化過(guò)程為什么有些情況下，在有限的證據(jù)的基礎(chǔ)上人們可以一概而論，而在其他情況下，卻不能夠一概而論，即使這時(shí)提供了廣泛的證據(jù)？這個(gè)問(wèn)題，很明顯地驗(yàn)證了除知覺(jué)相似性因素之外的其他因素對(duì)品牌推廣泛化過(guò)程的影響。分類理論要解決的不僅是品牌發(fā)行人提取和使用品牌的能力，比如在給定的范圍內(nèi)集中分類成員的能力（例如，屬性，利益，用途），而且強(qiáng)化對(duì)知覺(jué)變異或類成員分散的能力（Flannagan,Fried,andHolyoak1986;FriedandHolyoak1984）例如，社會(huì)判斷研究表明，當(dāng)目標(biāo)的知覺(jué)變異性低而不是高時(shí)，推廣則更能顯示出它的強(qiáng)大性（Linville,Fischer,andSalovey1989;Nisbett,Krantz,Jepson,andKunda1983;ParkandHastie1987;QuattroneandJones1980）。也就是說(shuō)，當(dāng)知覺(jué)變異性低，消費(fèi)者所觀察到的特點(diǎn)是歸因于個(gè)體社會(huì)的所有成員（“你看到其中一個(gè)，你就看到了全部”）。由于消費(fèi)者對(duì)變異的看法比對(duì)不熟悉或抽象的類別反應(yīng)低（如外組），所以，應(yīng)該把更大的推廣放在對(duì)陌生和抽象的類別上。母品牌的現(xiàn)有的產(chǎn)品的知覺(jué)變異一些公司對(duì)幾個(gè)不同類別的多種產(chǎn)品使用同一個(gè)品牌而另一些公司對(duì)一個(gè)產(chǎn)品使用一個(gè)品牌。此后，產(chǎn)品間最終的廣度連續(xù)點(diǎn)將被稱為傘主場(chǎng)迎戰(zhàn)利基品牌。因?yàn)檫@些與產(chǎn)品類別相關(guān)的優(yōu)勢(shì)和劣勢(shì)，策略選擇需要進(jìn)行成本和效益分析。傘策略的一個(gè)優(yōu)勢(shì)是，制造商可能被視為在多種不同類別的產(chǎn)品具有非常廣泛的各種長(zhǎng)處和技能?？赡苓@樣的企業(yè)才會(huì)被認(rèn)為有必要的知識(shí)和技能去進(jìn)入新市場(chǎng)，它的品牌延伸也應(yīng)該是合法的。甲公司采用立基戰(zhàn)略，也許會(huì)被認(rèn)為擁有高度的專業(yè)知識(shí)和技能，然而不能被輕易轉(zhuǎn)移到新的市場(chǎng)。當(dāng)然，運(yùn)用傘策略的公司的運(yùn)行風(fēng)險(xiǎn)被視為一種“全行業(yè)的自升式”（不控制的方式），即對(duì)新市場(chǎng)的進(jìn)一步延伸是支持和加強(qiáng)新市場(chǎng)的這種看法。此外，一個(gè)品牌的圖像和價(jià)值的聯(lián)系作為品牌延伸的增量變得分散（里斯和特勞特1981）。相比之下，利基公司可以通過(guò)毫不含糊的概念，明確區(qū)分與競(jìng)爭(zhēng)者的產(chǎn)品，從而更容易地建立強(qiáng)大的品牌?，F(xiàn)有品牌在條目類別的覺(jué)