外文翻譯--品牌延伸策略對品牌形象的影響(已修改)
2025-06-01 07:39 本頁面
【正文】 外文 原文 : The effect of brand extension strategies upon brand image This paper was developed during the first author’s research stay at the Centre for Research in Brand Marketing, Birmingham Business School, supported by the “Ministerio de Educaci243。n, Culturay Deporte” of the Government of Spain (Ref. PR2020012). She wishes to express her gratitude for the financial help received from the CICYT (project SEC202003949). The authors would like to thank Susan Drury for her helpful ments. Abstract The objective of this paper is to analyze the effect that a brand extension strategy has on brand image. Specifically, the paper analyzes how variables related to the parent brand and the extension influence brand image after the extension. From a sample of 389 consumers the paper demonstrates that the extension strategy dilutes the brand image. Through a regression analysis it is shown that the perceived quality of the brand and consumers’ attitudes towards the extension positively influence both the general brand image (GBI) and the product brand image (PBI) after the extension. While familiarity with the products of the brand only affect the GBI, the perceived degree of fit affects the PBI. Keyword ： Consumer behavior。 Perception。 Brand image。 Brand extensions。 Marketing strategy. Introduction In today’s market, having a well thought through brand strategy is a key contribution to corporate success. Brands enable consumers to efficiently encode their functional and emotional values in their minds (Franzen and Bouwman, 2020). The resulting images enable consumers to recognize the points of difference between peting brands. Keller (1993) defines brand image as the “perceptions about a brand as reflected by the brand associations held in consumer memory”. These associations refer to any aspect that link the brand with the consumer’s memory (Aaker, 1996a). Relationships are then created between consumers’ personalities and the perceived personalities of brands (de Chernatony and Benicio de Mello, 1995。 Fournier, 1998。 Hogg et al., 2020). One of the challenges for marketers is how to determine the associations consumers have of specific brands. Suggestions are provided by writers such as Low and Lamb (2020) who developed a protocol to measure brand image. Even though relating the measurement of brand image directly to the product appears a reasonable way to determine what is in the consumer’s mind, it should be realised that often products are marketed under an umbrella brand strategy, which could lead to a more general brand image. Keller (1993) argues that within multidimensional brand images, direct associations are seen with both the product and the brand. It is therefore appropriate to consider a method for measuring the dimensions of a brand’s image that can be used for various product categories and various brands (Aaker, 1996b). When studying a brand’s image it should be realized that this is not static and is influenced by the numerous decisions that the pany takes about its brand over time. A frequently adopted strategy is that of brand extension. There are several reasons for the popularity of brand extension strategies. For example, the cost of launching a new brand in consumer markets is very high (Pitta and Katsanis, 1995), and the probability of the success for a new product is higher with a wellknown parent brand (Aaker, 1991). With the popularity of brand extensions, there is notable literature on the subject exploring how consumers behave as a result of different brand extensions. Specifically, attention has focused on how different variables related to the parent brand (. brand quality, brand rep
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