畢業(yè)論文外文翻譯一、外文原文標題:PerceivedVariabilityandInferencesaboutBrandExtensions原文:Recentresearchonconsumerreactionstobrandextensionshasfocusedonthejudgmentaleffectsofthematchbetweentheattributes,benefits,andusesofestablishedversusnewproductssharingthesamebrandname.Thepresentexperimentextendsthisresearchbyinvestigatingtheeffectsoftwotypesofperceivedvariabilityonconsumers'inferencesaboutbrandextensions:(a)theperceivedvariabilityofafirm'scurrentofferings,and(b)theperceivedvariabilityofbrandsinanentrycategory.Inferencesaboutthepotentialqualityofthebrandextension,andaboutthemanufacturer'sreasonsforattemptingtoenterthenewproductcategoryweremeasured.Repercussionsoftheseinferencesonjudgmentsofthefirmlaunchingthebrandextensionwerealsoexamined.Implicationsoftheresultsforproductmanagementarediscussed.Agreatdealofrecentresearchhasfocusedontheconceptofbrandequity,whichreferstothevalueaddedtoaproductbyabrandname(Farquhar1989;Leuthesser1988).Asuccessfulbrandnameisstronglyassociatedwithconceptsdesignedto(a)enhancetheperceivedvalueofaproduct,and(b)differentiateaproductfromcompetitors'offerings.However,buildingasuccessfulbrandnamerequiresthecommitmentofalargepoolofresourcesforanextendedperiodoftime(Park,Jaworski,andMaclnnes1986).Becauseorganizationshavelimitedresources,risksandcostsmustbemanagedinanefficientmanner.Onewaytomanagerisksandcostsisthroughbrandleverage,whichreferstotheuseofs.successful,establishedbrandnametofacilitateenteringnewmarkets.Thiscanbeachievedbyattachingtheestablishedbrandnametoanewofferingineitherthesame(alineextension)oranew(abrandextension)productcategory.Extendingastrongbrandnameshouldresultineasierandwideracceptance,onthepartofbothconsumersanddistributors.Recentresearchonconsumeracceptanceofbrandextensionshasfocusedprimarilyontheeffectsofthecategorizationprocessonjudgmentandchoice(forreviewsofthecategorizationliterature,seeAlbaandHutchinson1987;CohenandBasu1987;SujanandBettman1989).Severalstudieshaveshownthatjudgmentsoforiginalbrandsaregeneralizedtojudgmentsofnewbranasonlywhenthereisagoodmatchbetweentheattributes,benefits,andusesofparentandnewbrands(AakerandKeller1990;Farquhar,Herr,andFazio1990;Leuthesser1988;Tauber1988).Hence,newproductsshouldbenefitfromestablishedbrandnamesif(a)conceptshavingfavorableimplicationsforthepurchasedecisionarestronglylinkedtothebrandname,and(b)generalizationislikelyduetoahighdegreeofoverlapbetweentheattributes,benefits,andusesofparentandnewbrands.Althoughthedegreeofsimilaritybetweennewandparentbrandsisclearlyanimportantmediatorofconsumerresponsetoextensions,otherfactorsarelikelytobeimportantaswell.Wesuggestthatsomeparentbrandsprovidegreaterleveragethanothers,andthatsomenewproductentrycategoriesaremorereceptivetoextensions,evenwhenonecontrolsforsimilarity.Specifically,wefocusontwonewvariablesthatshouldinfluenceconsumerresponsetoextensions:theperceivedvariabilityofaparentbrand'scurrentofferings,andtheperceivedvariabilityofexistingbrandsinanentrycategory.PerceivedVariabilityandtheGeneralizationProcessWhydopeoplemakesweepinggeneralizationsonthebasisoflimitedevidence,insomecases,whereasinothers,theyfailtogeneralizeevenwhenextensiveevidenceisavailable?Inaddressingthisissue,itbecomesimmediatelyapparentthatotherfactorsbesidesperceivedsimilarityarealsolikelytoinfiuencethegeneralizationprocess.Theoriesofcategorizationmustaddressnotonlytheabstractionanduseofdistributionalknowledgesuchasknowledgeaboutthecentraltendencyofcategorymembersonagivendimension(e.g.,attributes,benefits,uses),butalsoknowledgeabouttheperceivedvariabilityordispersionofcategorymembersonfocaldimensions(Flannagan,Fried,andHolyoak1986;FriedandHolyoak1984).Forexample,socialjudgmentresearchhasshownthatgeneralizationisgreaterwhenperceivedvariabilityonatargetdimensionislow,asopposedtohigh(Linville,Fischer,andSalovey1989;Nisbett,Krantz,Jepson,andKunda1983;ParkandHastie1987;QuattroneandJones1980).Thatis,whenperceivedvariabilityislow,theobservedcharacteristicsofoneindividualisattributedtoallmembersoftheindividual'ssocialcategory("you'veseenone,you'veseenthemall").Becauseperceptionsofvariabilityarelowerforunfamiliarcategories(e.g.,out-groups),andforabstractionbased(asopposedtoinstance-based)categories,greatergeneralizationoccursforunfamiliarandforabstraction-basedcategories.PerceivedVariabilityofaParentBrand'sCurrentOfferingsSomefirmsattachasinglebrandnametoawidevarietyofproductsinseveraldifferentcategories.Otherfirmsuseonebrandnameforonecurrentoffering.Henceforth,tJieseend-pointsofthebreadthcontinuumwillbereferredtoasumbrellavs.nichebrands,respectively.Becausethereareadvantagesanddisadvantagesassociatedwitheachoftheseilternatives,strategyselectioncallsforananalysisofcostsandbenefits.Oneadvantageoftheumbrellastrategyisthatthemiuufacturerislikelytobeperceivedashavingawidevarietyofstrengthsandskillsinseveraldifferentproductcategories.Suchafirmmaybeperceivedtohavetherequisiteknowledgeandskillsforenteringnewmarkets,and,consequently,brandextensionsshouldseemlegitimate.Afirmadoptinganichistrategy,ontheotherhand,maybeperceivedtopossesshighlyspecializedknowledgeandskillstliatcannotbetransferredreadilytonewmarkets.Ofcourse,anumbrellafirmrunstheriskofbeingperceivedasa"jack-of-all-trades"(masterofnone);furtherextensionsintonewmarketssupportandstrengtlienthisperception.Moreover,imagesandvaluesassociatedwithabrandnamebecomemoreiinbiguousandmorediffuseasextendingincreases(RiesandTrout1981).Incontrast,anichefirmcanmorereadilybuildastrongbrandnamebylinkingittounambiguousconceptsthatclearlydifferentiatetheoffering.Perceii-edVariabilityofExistingBrandsintheEntryCategcrySomeproductcategoriesmaybemorereceptivetonewbrandsthanothers.Whenperceivedvariabilityofanentrycategoryislow,categorymembersshouldbeperceivedasundiffc;rentiated;newbrandsenteringthiscategoryshouldbeperceivedaslegitimate(e.g.,ifeveryoneelseisdoingit,youcan,too),butnotreallyneworexciting.Conversely,whenperceivedvariabilityishigh,ihereis"room"forextensions,butgeneralizationisdifficultandconsumersmaybeunabletomakepredictionsaboutthequalityofnewbrands.ResearchPropositionsandtheExperimentalDesignInferencesaboutbrandextensionsshouldbeaffectedbythesetwotypesofperceivedvariability:(a)theperceivedvariabilityofafirm'scurrentofferings(i.e.,umbrellavs.nichebrands),and(b)thepeiceivedvariabilityofextantbrandsinanentrycategory.Perceptionsofvariabilitymaybeformedforseveraldifferentdimensionsofanexistingcategoiy.Wefocusedononekeydimension:perceivedquality.Qualityjudgmentsofparentbrandsshouldgeneralizemorereadilytobrandextensionswhenperceivedvariabilityislowinentrycategories.Toinvestigatetheroleofperceivedvariabilityinconsumerinference,anexperimentwasconductedinwhichbrandnameandnewproductconceptinformationwasmanipulated.Subjectsreceivedeitheranumbrellabrandname,anichebrandname,ornobrandname,pairedwithconceptsforsixdifferentpackagedgoods(i.e.,theentrycategories).Onthebasisofidiotheticratings(JaccardandWood1986),theentrycategoriesweresplitintohighandlowperceivedvariabilitygroups.Hence,a3(umbrella,niche,ornobrandname[betwecn-subjects])X2(highorlowperceivedvariabilityintheentrycategory[within-subjects])factorialdesignwasemployed.Thisdesignhasseveraladvantagesoverpreviouscorrelationalresearchonbrandextensions:(a)subjectswererandomlyassignedtobrandnameconditions,(b)reactionstoallpossiblecombinationscfbrsmdnameandconceptinfonnationwereexamined,and(c)thenobrandnamecontrolconditionenablesonetomeasureinferencesaboutanewproductconceptwhilecontrollingforpriorknowledgeaboutabrand.DISCUSSIONTogether,thequalityinference,causalinference,andconditionalinferencedatasuggeststhatbrandextensioncantarnishglobalevaluationsofaparentbrand.Evenwhenfavorably-evaluatedparentbrandnamearepairedwithfavorably-evaluatedbrandixtensions,alessfavorableoveraleimpressionoftheparentbrandcanresult.Furthermore,tliisnegativereactionseemsmorepronouncedforumbrellabrand.Thus,anumbrellabranddoesnotautomaticallyprovidemoreleveragethananichebrand.Whenaparentbrandnameisstretchedtoofar,additionalextensionscanhavenegativerepercussionsonjudgmentsabouttheparentbrand.TheresultalsoimplythattheperceivedvariabilityofbrandsinanentrycategoryisanimportantmoderatorofconsumersinitialinferencesaboutInewoffering.Whenperceivedvariabilityishigh,jeneralizationisdifficultandconsumertendtoformconservative,moderatejudgements.Incontrat,whentheperceivedvariabilityofexistingproductsinanentrycategoryislow,thereappearstobeiomeopportunityforbrandleverage.Whyisthebrandextensionstrategysodifficulttomanage?Toaddressthiscomplexissue,weshouldconsiderthemultipleinferentialimplicationsofbrandnameinformation.Whenthebrandnameisunknown,consumersareunabletodetermineifagivennewproductextendsanexistingproductlineorifthenewproductisthefirm'sonlyoffering.Incontrast,whenthebrandnameisknown.Lessextremeuniqueskillsandmoreextremecopycatattributionstendtobeformed.Ifanewproductisnotperceivedtobeanaturalsequeltopriorofferings,itmaybeperceivedtobeaninferiorbrand(becausethemanufacturermaylacktheexperienceneededtodevelopasuperiorbrand),oritmaybeperceivedtobetheresultofaquicklyimplementedtacticdesignedtoexploitarecentlyemergingopportunity(ifitdoesnotcapitalizeonuniquestrengths,whyelsewoulditbelaunched?).Theformercasesuggeststhatlineextensionmaybeeffective,andthelattercasesuggeststhatbothlineandproductextensionsarelikelytobeineffective..Futureresearchshouldattempttoreplicatethefindingsformthisprojectusingamoregeneralizablesetofumbrellathatandnichebrands(weemployedonlytwobrands).Althoughweattemptedtoselectentrycategoriesthatwereequallyapplicabletobothparentbrand,morerigorouscontrolsforsimilarityorfitbetweenparentandextendedbrandsareneeded.Futureresearchshouldalsoexamineconsumerresponsetolineandbrandextensionsusingdifferentparentbrandnamesanddifferententrycategories.Finally,futureresearchonbrandequityshould(a)includeanobrandnamecontrolconditiontoestablishthegeneralappealofanewproductconceptwhilecontrollingforpriorknowledgeabouttheparentbrand,and(b)employpre-andpost-launchmeasuretoassesstheramificationsofextendingforjudgmentsoftheoriginal,parentbrand.Source:Kardes,FrankR.;Allen,ChrisT..AdvancesinConsumerResearch,1991,Vol.18Issue1,p392-398,7p,4Charts二、翻譯文章標題：知覺變異和有關品牌延伸推論譯文：消費者對品牌延伸反應的最新研究，表明消費者已經(jīng)對使用同品牌名稱的新產(chǎn)品的判斷產(chǎn)生了影響，這就就好比一場在屬性，收益，用途等方面的競爭。本實驗擴展了消費者在品牌延伸推論方面對兩種知覺變異類型的效果的研究：①對一個公司的現(xiàn)有的產(chǎn)品知覺變異；②對品牌條目類別的認知變化，包括對品牌延伸后的資產(chǎn)的推論，對有關制造商進入新產(chǎn)品的原因的類別的測定，對該公司推出的品牌延伸判斷的推論反響進行審議，對產(chǎn)品管理的結果的意義進行了討論。最近的大量研究都集中在品牌權益。品牌權益是指品牌給產(chǎn)品帶來的價值增值。(Farquhar1989;Leuthesser1988)的產(chǎn)品概念。一個成功的品牌名稱是和它的概念強烈相關的，它的設計是為了加強產(chǎn)品的認知價值和區(qū)分競爭對手的產(chǎn)品。但是，建立一個成功的品牌需要從長遠角度去準備大量的資源(Park,Jaworski,和Maclnnes1986)。由于組織資源有限，風險和成本管理必須以一種有效的方式去管理。管理風險和成本的一種方法是通過品牌的杠桿作用，通過把已經(jīng)建立的品牌附加到一個新的產(chǎn)品，可以是相同的(一線延伸)或一個新的(品牌延伸)產(chǎn)品類別，從而得到實現(xiàn)。品牌的杠桿作用是指的使用已經(jīng)成功建立的品牌名稱進入新的市場。一個知名品牌的延伸可以導致更容易和更廣泛地被消費者和經(jīng)銷商接受。消費者對品牌延伸接受程度領域的最新相關研究主要集中在消費者對產(chǎn)品的判斷與選擇這個過程的影響(AlbaandHutchinson1987，CohenandBasu1987;Sujan和Bettman1989)。一些研究表明，只有當原品牌與新品牌在屬性、利益與用途方面是一個良性競爭時才能讓消費者從對原品牌的判斷推廣到對新品牌的判決(AakerandKeller1990年；Farquhar，Herr,andFazio1990年；Leuthesser1988;Tauber1988年)。因此，新產(chǎn)品應該使已經(jīng)建立的品牌受益，如果這個概念對購買決策有良好的影響，且跟品牌名稱密切相關，或原品牌和新品牌在屬性，利益和用途方面的高度相關。雖然原品牌和新品牌的相似程度是消費者對品牌延伸反應的最重要的因素，但是影響它的其他因素也是很重要的。我們認為，一些原品牌提供了比其他因素更大的杠桿作用，而一些產(chǎn)品項目類的擴展別更容易被消費者接受，即使新產(chǎn)品與原品牌相似度不高。具體來說，我們側(cè)重于兩個影響消費者對品牌延伸反應的新的變量，母品牌的現(xiàn)有產(chǎn)品的知覺變異性，對現(xiàn)有品牌感知變化的條目分類。知覺變異及演化過程為什么有些情況下，在有限的證據(jù)的基礎上人們可以一概而論，而在其他情況下，卻不能夠一概而論，即使這時提供了廣泛的證據(jù)？這個問題，很明顯地驗證了除知覺相似性因素之外的其他因素對品牌推廣泛化過程的影響。分類理論要解決的不僅是品牌發(fā)行人提取和使用品牌的能力，比如在給定的范圍內(nèi)集中分類成員的能力（例如，屬性，利益，用途），而且強化對知覺變異或類成員分散的能力（Flannagan,Fried,andHolyoak1986;FriedandHolyoak1984）例如，社會判斷研究表明，當目標的知覺變異性低而不是高時，推廣則更能顯示出它的強大性（Linville,Fischer,andSalovey1989;Nisbett,Krantz,Jepson,andKunda1983;ParkandHastie1987;QuattroneandJones1980）。也就是說，當知覺變異性低，消費者所觀察到的特點是歸因于個體社會的所有成員（“你看到其中一個，你就看到了全部”）。由于消費者對變異的看法比對不熟悉或抽象的類別反應低（如外組），所以，應該把更大的推廣放在對陌生和抽象的類別上。母品牌的現(xiàn)有的產(chǎn)品的知覺變異一些公司對幾個不同類別的多種產(chǎn)品使用同一個品牌而另一些公司對一個產(chǎn)品使用一個品牌。此后，產(chǎn)品間最終的廣度連續(xù)點將被稱為傘主場迎戰(zhàn)利基品牌。因為這些與產(chǎn)品類別相關的優(yōu)勢和劣勢，策略選擇需要進行成本和效益分析。傘策略的一個優(yōu)勢是，制造商可能被視為在多種不同類別的產(chǎn)品具有非常廣泛的各種長處和技能。可能這樣的企業(yè)才會被認為有必要的知識和技能去進入新市場，它的品牌延伸也應該是合法的。甲公司采用立基戰(zhàn)略，也許會被認為擁有高度的專業(yè)知識和技能，然而不能被輕易轉(zhuǎn)移到新的市場。當然，運用傘策略的公司的運行風險被視為一種“全行業(yè)的自升式”（不控制的方式），即對新市場的進一步延伸是支持和加強新市場的這種看法。此外，一個品牌的圖像和價值的聯(lián)系作為品牌延伸的增量變得分散（里斯和特勞特1981）。相比之下，利基公司可以通過毫不含糊的概念，明確區(qū)分與競爭者的產(chǎn)品，從而更容易地建立強大的品牌。現(xiàn)有品牌在條目類別的覺