外文翻译-知觉变异和有关品牌延伸推论

毕业论文外文翻译一、外文原文标题: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、翻译文章标题：知觉变异和有关品牌延伸推论译文：消费者对品牌延伸反应的最新研究，表明消费者已经对使用同品牌名称的新产品的判断产生了影响，这就就好比一场在属性，收益，用途等方面的竞争。本实验扩展了消费者在品牌延伸推论方面对两种知觉变异类型的效果的研究：①对一个公司的现有的产品知觉变异；②对品牌条目类别的认知变化，包括对品牌延伸后的资产的推论，对有关制造商进入新产品的原因的类别的测定，对该公司推出的品牌延伸判断的推论反响进行审议，对产品管理的结果的意义进行了讨论。最近的大量研究都集中在品牌权益。品牌权益是指品牌给产品带来的价值增值。(Farquhar1989;Leuthesser1988)的产品概念。一个成功的品牌名称是和它的概念强烈相关的，它的设计是为了加强产品的认知价值和区分竞争对手的产品。但是，建立一个成功的品牌需要从长远角度去准备大量的资源(Park,Jaworski,和Maclnnes1986)。由于组织资源有限，风险和成本管理必须以一种有效的方式去管理。管理风险和成本的一种方法是通过品牌的杠杆作用，通过把已经建立的品牌附加到一个新的产品，可以是相同的(一线延伸)或一个新的(品牌延伸)产品类别，从而得到实现。品牌的杠杆作用是指的使用已经成功建立的品牌名称进入新的市场。一个知名品牌的延伸可以导致更容易和更广泛地被消费者和经销商接受。消费者对品牌延伸接受程度领域的最新相关研究主要集中在消费者对产品的判断与选择这个过程的影响(AlbaandHutchinson1987，CohenandBasu1987;Sujan和Bettman1989)。一些研究表明，只有当原品牌与新品牌在属性、利益与用途方面是一个良性竞争时才能让消费者从对原品牌的判断推广到对新品牌的判决(AakerandKeller1990年；Farquhar，Herr,andFazio1990年；Leuthesser1988;Tauber1988年)。因此，新产品应该使已经建立的品牌受益，如果这个概念对购买决策有良好的影响，且跟品牌名称密切相关，或原品牌和新品牌在属性，利益和用途方面的高度相关。虽然原品牌和新品牌的相似程度是消费者对品牌延伸反应的最重要的因素，但是影响它的其他因素也是很重要的。我们认为，一些原品牌提供了比其他因素更大的杠杆作用，而一些产品项目类的扩展别更容易被消费者接受，即使新产品与原品牌相似度不高。具体来说，我们侧重于两个影响消费者对品牌延伸反应的新的变量，母品牌的现有产品的知觉变异性，对现有品牌感知变化的条目分类。知觉变异及演化过程为什么有些情况下，在有限的证据的基础上人们可以一概而论，而在其他情况下，却不能够一概而论，即使这时提供了广泛的证据？这个问题，很明显地验证了除知觉相似性因素之外的其他因素对品牌推广泛化过程的影响。分类理论要解决的不仅是品牌发行人提取和使用品牌的能力，比如在给定的范围内集中分类成员的能力（例如，属性，利益，用途），而且强化对知觉变异或类成员分散的能力（Flannagan,Fried,andHolyoak1986;FriedandHolyoak1984）例如，社会判断研究表明，当目标的知觉变异性低而不是高时，推广则更能显示出它的强大性（Linville,Fischer,andSalovey1989;Nisbett,Krantz,Jepson,andKunda1983;ParkandHastie1987;QuattroneandJones1980）。也就是说，当知觉变异性低，消费者所观察到的特点是归因于个体社会的所有成员（“你看到其中一个，你就看到了全部”）。由于消费者对变异的看法比对不熟悉或抽象的类别反应低（如外组），所以，应该把更大的推广放在对陌生和抽象的类别上。母品牌的现有的产品的知觉变异一些公司对几个不同类别的多种产品使用同一个品牌而另一些公司对一个产品使用一个品牌。此后，产品间最终的广度连续点将被称为伞主场迎战利基品牌。因为这些与产品类别相关的优势和劣势，策略选择需要进行成本和效益分析。伞策略的一个优势是，制造商可能被视为在多种不同类别的产品具有非常广泛的各种长处和技能。可能这样的企业才会被认为有必要的知识和技能去进入新市场，它的品牌延伸也应该是合法的。甲公司采用立基战略，也许会被认为拥有高度的专业知识和技能，然而不能被轻易转移到新的市场。当然，运用伞策略的公司的运行风险被视为一种“全行业的自升式”（不控制的方式），即对新市场的进一步延伸是支持和加强新市场的这种看法。此外，一个品牌的图像和价值的联系作为品牌延伸的增量变得分散（里斯和特劳特1981）。相比之下，利基公司可以通过毫不含糊的概念，明确区分与竞争者的产品，从而更容易地建立强大的品牌。现有品牌在条目类别的觉