2018年品牌外文翻译--奢侈品服务品牌延伸和品牌资产转移

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1、6000 英文单词， 3.3 万英文字符 ， 中文 1 万字 文献出处： Ahn J , Park J K , Hyun H . Luxury product to service brand extension and brand equity transferJ. Journal of Retailing & Consumer Services, 2018, 42:22-28. Luxury product to service brand extension and brand equity transfer Jiseon Ahn, Jung Kun Park, Hyowon Hyun

2、Abstract The aim of the present study is to establish a framework for the study of luxury brand extension and to discover whether the brand equity of the parent product brand can be transferred to the extended service brand. Despite many benets achieved by implementing successful brand extension str

3、ategies in the luxury industry, there are several obstacles that negatively inuence both the extended brand and the parent brand. Because a negative effect of the vertical brand extension was found in past studies, this study focused on the horizontal brand extension to evaluate and predict possible

4、 positive outcomes in the horizontal brand extension process. Thus, this study investigates the role of brand equity, especially when the luxury brand was used to introduce upscaled service brands, in relation to a theoretical framework of brand equity. Additionally, the difference in the purchase i

5、ntention among demographic groups was examined as it might offer an opportunity for developing a new strategy. Keywords: Product to service brand extension; Horizontal brand extension; Luxury high-tech brand extension brand equity 1. Introduction Branding is important in the hyper competitive luxury

6、 industry because the brand is a signicant factor that inuences product or service loyalty (Lau and Lee, 1999). The effect of a strong brand is increasing and critical in the high-tech luxury industry. Specically, luxury automobile brands have increased demand and market share in developing countries such as China and in South America. For instance, Mercedes-Benz, which is the fastest-growing luxury automobile brand in China, delivered 68,500 units in 2009 with a year-on-year growth of