差异化营销策略研究中英文外文文献翻译2017.doc

本科毕业设计（论文） 中英文对照翻译 (此文档为word格式,下载后您可任意修改编辑!) 文献出处: Dalman M. The Research of Brand Differentiation Marketing Strategy ." International Journal of Marketing Studies, 2017,1(5): 63-72. 原文 The Research of Brand Differentiation Marketing Strategy Dalman M 1 The Purpose of This Research Although our knowledge of trivial attribute effect has been greatly enhanced, how the trivial attribute affects brand evaluation has never been studied from the perspective of product development and marketing strategy. Our research aims to fill the gap by offering empirical evidences from two studies. The goals of this paper is fourth folds; 1) Can brands increase their choice likelihood by adding some trivial attributes, 2) Does this effect depend on the nature of the category (i.e. hedonic vs. utilitarian), 3) Does the type of trivial attributes (hedonic vs. utilitarian) affect the consumer response to these trivial attributes, and finally 4) How can marketing managers effectively communicate a brand with trivial attribute? To reach these goals, in the first study, we review trivial attribute effect, and test how it creates the brand differentiation in service sector. Then, in the second study, we discuss about the evaluation mode literature, and test that the effect whether trivial attribute is more salient in joint evaluation or separate evaluation mode. Finally, we conclude with discussion and provide suggestions for further research. 2. Theoretical Background 2.1 Trivial Attribute Effect on Service Choice Trivial attributes are defined as the attributes that do not create meaningful differentiation in evaluation of alternatives (Broniarczyk &Gershoff, 2003; Miljkovic et al., 2009). Consumers treat this trivial information in the advantage of brands that offer them even when they are informed before decision-making about the triviality (Carpenter et al., 1994). Brown and Carpenter (2000) explain this advantage with the reasons based account. They argue that consumers pr