联合品牌：品牌资产和审判的影响【外文翻译】

《联合品牌：品牌资产和审判的影响【外文翻译】》由会员上传分享，免费在线阅读，更多相关内容在学术论文-天天文库。

1、本科毕业论文外文翻译外文题目：Co-branding:brandequityandtrialeffects出处：JournalofConsumerMarketing,Vol.17Iss:7,pp.591-604作者：JudithH.Washburn原文：Co-branding:brandequityandtrialeffectsropr_420839..880AbstractCo-brandingisanincreasinglypopulartechniquemarketersuseinattemptingtotransferthepositi

2、veassociationsofthepartner(constituent)brandstoanewlyformedco-brand(compositebrand).Thisresearchexaminestheeffectsofco-brandingonthebrandequityofboththeco-brandedproductandtheconstituentbrandsthatcompriseit,bothbeforeandafterproducttrial.Itappearsthatco-brandingisawin/winstr

3、ategyforbothco-brandingpartnersregardlessofwhethertheoriginalbrandsareperceivedbyconsumersashavinghighorlowbrandequity.Althoughlowequitybrandsmaybenefitmostfromco-branding,highequitybrandsarenotdenigratedevenwhenpairedwithalowequitypartner.Further,positiveproducttrialseemsto

4、enhanceconsumers'evaluationsofco-brandedproducts,particularlythosewithalowequityconstituentbrand.Co-brandingstrategiesmaybeeffectiveinexploitingaproductperformanceadvantageorinintroducinganewproductwithanunfamiliarbrandname.IntroductionInrecentyearsthestudyofbrandingstrategi

5、eshasbecomeincreasinglyimportanttobothmarketingacademicsandpractitioners.Twoissuesthatrelatetobrandingstrategiesarethesubjectsofthisresearch.(1)Thisresearchlooksspecificallyatthestrategyofco-branding,anemergingandpopularbrandingstrategyforconsumerproductsmarketers.(2)Thisres

6、earchinvestigatestheimpactofco-brandingonthebrandequityevaluationsofboththeco-brandedproductandthebrandedproductsthatcompriseit.Wearguethataproduct'sbrandequitycanbeaffectedbythecompanyitkeepsorthebrandswithwhichitchoosestoassociate.Specifically,thisresearchstudiestheeffects

7、ofco-brandingonthebrandequityofboththeoriginalbrandedproductsandtheresultingco-brandbothbeforeandafterproducttrial.Whatisco-branding?Co-branding,definedhereaspairingtwoormorebrandedproducts(constituentbrands)toformaseparateanduniqueproduct(compositebrand)(Parketal.,1996),isa

8、strategycurrentlypopularforintroducingnewconsumerproducts.Recentmarketplace