1、毕业论文 外文翻译 一、 外文原文 标题： Perceived Variability and Inferences about Brand Extensions 原文： Recent research on consumer reactions to brand extensions has focused on the judgmental effects of the match between the attributes, benefits, and uses of established versus new products sharing the same brand name
2、. The present experiment extends this research by investigating the effects of two types of perceived variability on consumersinferences about brand extensions: (a) the perceived variability of a firms current offerings, and (b) the perceived variability of brands in an entry category. Inferences ab
3、out the potential quality of the brand extension, and about the manufacturers reasons for attempting to enter the new product category were measured. Repercussions of these inferences on judgments of the firm launching the brand extension were also examined. Implications of the results for product m
4、anagement are discussed. A great deal of recent research has focused on the concept of brand equity, which refers to the value added to a product by a brand name (Farquhar 1989； Leuthesser 1988). A successful brand name is strongly associated with concepts designed to (a) enhance the perceived value
5、 of a product, and (b) differentiate a product from competitors offerings. However, building a successful brand name requires the commitment of a large pool of resources for an extended period of time (Park, Jaworski, and Maclnnes 1986). Because organizations have limited resources, risks and costs
6、must be managed in an efficient manner. One way to manage risks and costs is through brand leverage, which refers to the use of s. successful, established brand name to facilitate entering new markets. This can be achieved by attaching the established brand name to a new offering in either the same
7、(a line extension) or a new (a brand extension) product category. Extending a strong brand name should result in easier and wider acceptance, on the part of both consumers and distributors. Recent research on consumer acceptance of brand extensions has focused primarily on the effects of the categor
8、ization process on judgment and choice (for reviews of the categorization literature, see Alba and Hutchinson 1987； Cohen and Basu 1987； Sujan and Bettman 1989). Several studies have shown that judgments of original brands are generalized to judgments of new branas only when there is a good match be
9、tween the attributes, benefits, and uses of parent and new brands (Aaker and Keller 1990； Farquhar, Herr, and Fazio 1990； Leuthesser 1988； Tauber 1988). Hence, new products should benefit from established brand names if (a) concepts having favorable implications for the purchase decision are strongl
10、y linked to the brand name, and (b) generalization is likely due to a high degree of overlap between the attributes, benefits, and uses of parent and new brands. Although the degree of similarity between new and parent brands is clearly an important mediator of consumer response to extensions, other
11、 factors are likely to be important as well. We suggest that some parent brands provide greater leverage than others, and that some new product entry categories are more receptive to extensions, even when one controls for similarity. Specifically, we focus on two new variables that should influence
12、consumer response to extensions: the perceived variability of a parent brands current offerings, and the perceived variability of existing brands in an entry category. Perceived Variability and the Generalization Process Why do people make sweeping generalizations on the basis of limited evidence, i
13、n some cases, whereas in others, they fail to generalize even when extensive evidence is available? In addressing this issue, it becomes immediately apparent that other factors besides perceived similarity are also likely to infiuence the generalization process. Theories of categorization must addre
14、ss not only the abstraction and use of distributional knowledge such as knowledge about the central tendency of category members on a given dimension (e.g., attributes, benefits, uses), but also knowledge about the perceived variability or dispersion of category members on focal dimensions (Flannaga
15、n, Fried, and Holyoak 1986； Fried and Holyoak 1984). For example, social judgment research has shown that generalization is greater when perceived variability on a target dimension is low, as opposed to high (Linville, Fischer, and Salovey 1989； Nisbett, Krantz, Jepson, and Kunda 1983； Park and Hast
16、ie 1987； Quattrone and Jones 1980). That is, when perceived variability is low, the observed characteristics of one individual is attributed to all members of the individuals social category (youve seen one, youve seen them all). Because perceptions of variability are lower for unfamiliar categories
17、 (e.g., out-groups), and for abstractionbased (as opposed to instance-based) categories, greater generalization occurs for unfamiliar and for abstraction-based categories. Perceived Variability of a Parent Brands Current Offerings Some firms attach a single brand name to a wide variety of products i
18、n several different categories. Other firms use one brand name for one current offering. Henceforth, tJiese end-points of the breadth continuum will be referred to as umbrella vs. niche brands, respectively. Because there are advantages and disadvantages associated with each of these ilternatives, s
19、trategy selection calls for an analysis of costs and benefits. One advantage of the umbrella strategy is that the miuufacturer is likely to be perceived as having a wide variety of strengths and skills in several different product categories. Such a firm may be perceived to have the requisite knowle
20、dge and skills for entering new markets, and, consequently, brand extensions should seem legitimate. A firm adopting a nichi strategy, on the other hand, may be perceived to possess highly specialized knowledge and skills tliat cannot be transferred readily to new markets. Of course, an umbrella fir
21、m runs the risk of being perceived as a jack-of-all-trades (master of none)； further extensions into new markets support and strengtlien this perception. Moreover, images and values associated with a brand name become more iinbiguous and more diffuse as extending increases (Ries and Trout 1981). In contrast, a niche firm can more readily build a strong brand name by linking it to unambiguous concepts that clearly differentiate the offering. Perceii-ed Variability of Existing Brands in the Entry Categcry Some product categories may be more receptive to new brands than others.
