外文翻译--了解零售品牌概念的见解与研究重点（节选）

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1、 5200 单词， 2.8 万英文字符 ,8700 汉字 出处： Ailawadi K L, Keller K L. Understanding retail branding: conceptual insights and research prioritiesJ. Journal of Retailing, 2004, 80(4):331-342. Understanding retail branding: conceptual insights and research priorities Kusum L. Ailawadi, Kevin Lane Keller Abstract

2、With the growing realization that brands are one of a firms most valuable intangible assets, branding has emerged as a top management priority in the last decade. Given its highly competitive nature, branding can be especially important in the retailing industry to influence customer perceptions and

3、 drive store choice and loyalty. We integrate lessons from branding and retail image research to provide a better understanding of how retailers create their brand images, paying special attention to the role of the manufacturer and private label brand assortment. We also highlight some important ar

4、eas that deserve further research in the form of three sets of research priorities. 2004 New York University. Published by Elsevier. All rights reserved. Keywords: Retail branding; Store brands; Store image; Retail assortment Retailers as brands The last decade has seen major flux in retailing, espe

5、cially in the U.S. grocery and general merchandise industry. On one hand, the growth of promotions and private labels has been seen by many as an indicator of growing retailer power. On the other hand, the growth of discounters and warehouse clubs has put immense pressure on traditional retailers an

6、d significantly increased retail competition both within and be- tween retail formats. Since a large portion of most retailers revenue and profit comes from selling manufacturer brands, which many of their competitors also offer, building their own equity is a particularly challenging problem, but one with big potential rewards. Such equity insulates them from competing retailers, which has the direct impact of increasing revenue and profitability, and the indirect impact of de- creasing