外文翻譯--知覺(jué)變異和有關(guān)品牌延伸推論-全文預(yù)覽
【正文】 product by a brand name (Farquhar 1989。 Sujan and Bettman 1989). Several studies have shown that judgments of original brands are generalized to judgments of new branas only when there is a good match between the attributes, benefits, and uses of parent and new brands (Aaker and Keller 1990。s current offerings, and the perceived variability of existing brands in an entry category. Perceived Variability and the Generalization Process Why do people make sweeping generalizations on the basis of limited evidence, in some cases, whereas in others, they fail to generalize even when extensive evidence is available? In addressing this issue, it bees immediately apparent that other factors besides perceived similarity are also likely to infiuence the generalization process. Theories of categorization must address not only the abstraction and use of distributional knowledge such as knowledge about the central tendency of category members on a given dimension (., attributes, benefits, uses), but also knowledge about the perceived variability or dispersion of category members on focal dimensions (Flannagan, Fried, and Holyoak 1986。 Quattrone and Jones 1980). That is, when perceived variability is low, the observed characteristics of one individual is attributed to all members of the individual39。s Current Offerings Some firms attach a single brand name to a wide variety of products in several different categories. Other firms use one brand name for one current offering. Henceforth, tJiese endpoints of the breadth continuum will be referred to as umbrella vs. niche brands, respectively. Because there are advantages and disadvantages associated with each of these ilternatives, strategy selection calls for an analysis of costs and benefits. One advantage of the umbrella strategy is that the miuufacturer is likely to be perceived as having a wide variety of strengths and skills in several different product categories. Such a firm may be perceived to have the requisite knowledge and skills for entering new markets, and, consequently, brand extensions should seem legitimate. A firm adopting a nichi strategy, on the other hand, may be perceived to possess highly specialized knowledge and skills tliat cannot be transferred readily to new markets. Of course, an umbrella firm runs the risk of being perceived as a jackofalltrades (master of none)。s current offerings (., umbrella vs. niche brands), and (b) the peiceived variability of extant brands in an entry category. Perceptions of variability may be formed for several different dimensions of an existing categoiy. We focused on one key dimension: perceived quality. Quality judgments of parent brands should generalize more readily to brand extensions when perceived variability is low in entry categories. To investigate the role of perceived variability in consumer inference, an experiment was conducted in which brand name and new product concept information was manipulated. Subjects received either an umbrella brand name, a niche brand name, or no brand name, paired with concepts for six different packaged goods (., the entry categories). On the basis of idiothetic ratings (Jaccard and Wood 1986), the entry categories were s
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