品牌积极性和品牌延伸价值的竞争影响外文翻译.docVIP

外文翻译 原文 Brand positivity and competitive effects on the evaluation of brand extensions Material Source:Research in Author:Research in Marketing The dominant approach in brand-extension research has focused on the role of ?t in the extension evaluation process. Overemphasis on ?t has resulted in research designs that involve singular evaluation of the extension without considering how competing brands in the target category might affect the evaluation of brand extensions. Singular evaluations are known to result in brand positivity effects; that is, brand extensions are evaluated more favorably than is warranted. This research ?nds that singular evaluations do indeed lead to brand positivity effects. However, brand positivity effects are mitigated when respondents were provided with competitive information along with target-category structure and comparative/non-comparative brand positioning statements. Results also suggest that parent brand-extension ?t, though an important determinant of an extensions assessment, plays a less critical role in a comparative evaluation context when an extensions brand strength is accounted for in relation to its competition in the target category. Therefore, the ?ndings stress the importance of both competition and parent-brand ?t in making informed positioning decisions and more realistic predictions of extension success. The research demonstrates when, how and to what extent comparative evaluations result in lower extension ratings and provides managerial strategiaes to introduce an extension effectively. Brand extensions are based on the basic premise that consumers hold positive attitudes toward the parent brand that can be transferred to an extension. This is true as long as there is a “?t” between the two, i.e., the extension associations are consistent with those of the parent brand (Aaker Keller, 1990; Aaker Keller, 1993; Baker, Hunt, Scribner, 2002; Basu Monga Roedder John, 2007; Czellar, 2003; Fedorikhin