消费者关于品牌延伸的评价外文翻译（可编辑）.doc

消费者关于品牌延伸的评价外文翻译 Consumer Evaluation of Brand Extension Material Source: Consumer Evaluation of Brand Extension [J].Journal of Marketing, 19901. Author: David A. Aaker Kevin Lane Keller Two studies were conducted to obtain insights on how consumers form attitudes toward brand extensions, i.e., use of an established brand name to enter a new product category. In one study, reactions to 20 brand extension concepts involving six well-known brand names were examined. Attitude toward the extension was higher when 1 there was both a perception of fit between the two product classes along one of three dimensions and a perception of high quality for the original brand or 2 the extension was not regarded as too easy to make. A second study examined the effectiveness of different positioning strategies for extensions. The experimental findings show that potentially negative associations can be neutralized more effectively by elaborating on the attributes of the brand extension than by reminding consumers of the positive associations with the original brand. The financial risk of entering new markets has become formidable for many consumer product manufacturers. The cost of introducing a new brand in some consumer markets has been estimated to range from $50 million to more than $100 million Brown 1985, with a total cost estimated to run to $150 million Tauber 1988. The price tag is much larger than in the 1970s in part because of the dramatic increase in media costs, the more extensive and aggressive use of promotions by established firms, and the cost and difficulty of obtaining distribution. As a result, firms are using established brand names to facilitate entering new markets. One such approach is line extension, whereby a current brand name is used to enter a new market segment in its product class e.g., Diet Coke and Liquid Tide. Another approach is brand extension, whereby a current brand name is used to enter a completely different product class e.g., Jell