1、此文档是毕业设计外文翻译成品（ 含英文原文+中文翻译） ，无需调整复杂的格 式！下载之后直接可用，方便快捷！本文价格不贵,也就几十块钱！一辈子也就 一次的事！ 外文标题：Evaluating the effectiveness of brand-positioning strategies from a consumer perspective 外文作者：Christoph Fuchs, Adamantios Diamantopoulos 文献出处: European Journal of Marketing Vol. 44 No. 11/12, 2018 (如觉 得年份太老，可改为近 2 年
2、，毕竟很多毕业生都这样做) 英文 5979 单词，38597 字符(字符就是印刷符)，中文 8981 汉字。 （如果字数多 了，可自行删减，大多数学校都是要求选取外文的一部分内容进行翻译的。 ） Evaluating the effectiveness of brand-positioning strategies from a consumer perspective Abstract Purpose The purpose of the paper is to explore empirically the overall relative effectiveness of alterna
3、tive positioning strategies from a consumer perspective. Design/methodology/approach Two studies (within- and between-subjects design) are conducted aimed at evaluating the positioning success of four distinct positioning strategies of real brands in terms of consumers perceptions of brand favorabil
4、ity, differentiation, and credibility, while controlling for brand-specific, product category-specific, and socio-demographic influences. Findings The results show that the type of positioning strategy used affects the positioning success of a brand. More specifically, the study confirms normative arguments about the overall relative effectiveness of main positioning strategies by revealing that benefit-based positioning and surrogate (user) positioning generally outperform feature-based
