从消费者镜头看待品牌定位.doc

毕业论文（设计）外文翻译 题　　目： 基于顾客心智的品牌定位研究 一、外文原文 标题：Brand Positioning Through the Consumers’ Lens 原文： Brand Positioning Through the Consumers’ Lens ABSTRACT Brand positioning is a core concept in marketing. Despite the importance of the concept, however, there is limited research in the field of positioning clarifying to what extent various brand positioning alternatives affect consumer perceptions and how positioning effectiveness can be best measured. The present dissertation consists of three complementary empirical studies aimed at shedding light on the latter issues. The first study explores the impact of distinct types of brand positioning strategies on consumer categorization processes. The results of the qualitative study provide evidence that consumers categorize brands based upon their underlying positioning strategies. More specifically, consumers classify brands that share similar types of positioning bases into the same category. The second study, which builds the cornerstone of this research project, involves the development and validation of a comprehensive, consumer-derived scale, measuring brand positioning effectiveness. The latter is modeled as a multidimensional construct capturing conceptually-relevant dimensions of positioning success (namely favorability, dissimilarity, uniqueness, and credibility). Altogether, nine complementary substudies are presented aimed at developing the scale and testing its dimensionality, reliability, and validity. To ascertain the scale’s generalizability and stability, data from several product categories are used for scale development and validation purposes. The third study presented in this dissertation pays attention to the open question whether the use of certain positioning strategies (e.g., feature-based positioning) results in more superiorly positioned brands than the application of other strategies (e.g., user-based positioning). For this purpose, a within- and between-subjects design study is conducted that inve