积极的品牌延伸实验和母品牌选择.docVIP

毕业论文（设计）外文翻译 题　　目：　　品牌延伸策略及其效果研究　　　　 外文原文 标题： Positive brand extension trial and choice of parent brand 原文: Abstract This article focuses on the possible relationship between the parent brand and a new brand extension. In particular, the study focuses on the impact of a parent brand on the trial of the extension and the reciprocal effect of a successful trial of new brand extensions positioned horizontally and vertically on the parent brand. Results show positive influence of the parent brand on the trial of the extension. Successful trial also helped the parent brand on a reciprocal basis, particularly among the non-loyal users and non-users of the parent brand. Another finding is the moderating effect of category positioning on the magnitude of the reciprocal effect of the brand extension on the parent brand. There is also an indication that prior parent brand experience acts as a moderator of reciprocal effects. An executive summary for managers and executive readers can be found at the end of this article. Introduction Firms in the corporate world have long recognized the strategic role of brand extension. Many firms capitalize on brand equity through a brand extension strategy. Brand extension involves the use of a brand name established in one product class to enter another product class (Aaker, 1990;?Tauber, 1988). For example, Ivory shampoo, Jell-O frozen pudding pops, Basic disposable lighters, and NCR photocopiers are successful extensions of familiar brands to new product categories. Brand extension as a marketing strategy has become even more attractive in todays environment where developing a new product costs a lot of money and can be time consuming. Literature on extensions dominantly addresses the question of how the parent or core brand helps the new product during its launching stage. Although literature touches on the possible reciprocal effects of the new product launching on the equity of the core brand, their number is limited. This study exami