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【正文】 brand extension. When consumers face thousands of products, they not only are initially confused and disorderly in mind, but also try to categorise the brand association or image with their existing memory. When two or more products exit in front of consumers, they might reposition memories to frame a brand image and concept toward new introduction. A consumer can judge or evaluate the extension by their category memory. They categorise new information into specific brand or product class label and store it. This process is not only related to consumer’s experience and knowledge, but also involvement and choice of brand. If the brand association is highly related to extension, consumer can perceive the fit among brand extension. Some studies suggest that consumer may ignore or overe the dissonance from extension especially flagship product which means the low perceived of fit does not dilute the flagship’s equity. Brand extension failure Literature related to negative effect of brand extension is limited and the findings are revealed as incongruent. The early works of Aaker and Keller (1990) find no significant evidence that brand name can be diluted by unsuccessful brand extensions. Conversely, Loken and RoedderJohn (1993) indicate that dilution effect do occur when the extension across inconsistency of product category and brand beliefs. The failure of extension may e from difficulty of connecting with parent brand, a lack of similarity and familiarity and inconsistent IMC messages. “Equity of an integrated oriented brand can be diluted significantly from both functional and nonfunctional attributesbase variables”, which means dilution does occur across the brand extension to the parent brand. These failures of extension make consumers create a negative or new association relate to parent brand even brand family or to disturb and confuse the original brand identity and meaning. In addition, Martinez and de Chernatony (2020) classify the brand image in two types: the general brand image and the product brand image. They suggest that if the brand name is strong enough as Nike or Sony, the negative impact has no specific damage on general brand image and “the dilution effect is greater on product brand image than on general brand image”. Consequently, consumers may maintain their belief about the attributes and feelings about parent brand, however their study does show that “brand extension dilutes the brand image, changing the beliefs and association in consumers’ mind”. The flagship product is a moneyspinner to a firm. Marketer spends budget and time to create maximum exposure and awareness for the product. Theoretically speaking, flagship product is usually had the top sales and highest awareness in its product category. In spite of Aaker and Keller’s (1990) research which reports 7 that prestigious brands are not harmed from failure of extensions, some evidence shows that the dilution effect has great and instant damage to the flagship product and brand family. Still, some studies suggest that even though overall parent belief is dilut
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