品牌延伸对母品牌的不利影响【外文翻译】.doc

毕业论文（设计）外文翻译标题：Thenegativeimpactofbrandextensionsonparentbrandimage原文：1.IntroductionIfweanalyseanygeneraldefinitionofaproduct,wefindthattherearethreelevels:thefirstistheproductitself,whichincludesthephysicalandtangibleaspectsofthesame(design,features,packaging,etc.);thesecondlevelencompassestheaddedservices(warrantees,finance,aftersalesservice,etc.);andthethirdlevelincludesthemostintangibleaspectssuchasthebrandname,qualityperceptions,reputation,etc.(deChernatonyandMcDonald,1998).IntangibleaspectsAmongtheintangibleaspectsoftheproduct,thebrandisthemostimportant,giventhatthemajorityofmarketingstrategiestendtohighlightthebrand–includingallofitsaddedelementslikelogotypeorslogan–morethantheproductisbeingsold.Therefore,thebrandisoneofthemostimportantassetsthatcompanieshave,andassuch,companiestakeadvantageofitintheirbusinessstrategy.Inrecentyears,companieshaveusedbrandextensionstrategiestolaunchnewproductsontothemarket,giventhatthisstrategydecreasestheriskoffailureoftheseproducts,becauseconsumerswillbetteracceptthenewproductslaunchedunderknownsymbols.However,thisstrategycanalsocausenegativeeffectsintheperceptionsofconsumers,whichtranslateintoadilutionofthebrandimage.Theobjectiveofthisstudyistolookdeeplyintothenegativeeffectsthatbrandextensionstrategiesmayhaveonthebrandimage,takingintoaccountthemostrelevantvariablesconsideredintheliterature.Forthisreason,thenexttwosectionspresentareviewofthestudiesaboutbothbrandimageandbrandextensions.Thefourthsectionincludesthehypothesestobetested,andthenextsectiondescribesthemethodologyused.Theinformationissubsequentlyanalysed,andthemainconclusionsandimplicationsarepresentedinthelastsection.2.BrandimageLikeotherabstractconcepts,suchasbrandvalue,brandimagecanhavemultiplemeaningsandinterpretationsaccordingtothevariouspointsofviewlinkedtobusinessstudies(e.g.psychologyperspective).OneofthedefinitionsofbrandimagethatiswidelyacceptedintheliteratureistheonecontributedbyKeller(1993),whichdefinesthistermasthe“perceptionsaboutabrandreflectedasassoci