外文翻译品牌延伸策略对品牌形象的影响.doc

外文原文:The effect of brand extension strategies upon brand imageThis paper was developed during the first authors research stay at the Centre for Research in Brand Marketing, Birmingham Business School, supported by the “Ministerio de Educación, Culturay Deporte” of the Government of Spain (Ref. PR2002-012). She wishes to express her gratitude for the financial help received from the CICYT (project SEC2002-03949). The authors would like to thank Susan Drury for her helpful comments.AbstractThe 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. IntroductionIn todays 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, 2001). The resulting images enable consumers to recognize the points of difference between competing 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 consumers 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., 2000). 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 (2000) 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 consumers 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 brands image that can be used for various product categories and various brands (Aaker, 1996b).When studying a brands image it should be realized that this is not static and is influenced by the numerous decisions that the company 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 well-known 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 (e.g. brand quality, brand reputation, brand breadth, familiarity, etc.) and the extension considered influence consumers. The majority of studies have considered those aspects that increase the success of a brand extension. However, some studies have been concerned with the negative effect that the newly extended brand may have on the parent brand (Loken and John, 1993; Gürhan-Canli and Maheswaran, 1998; John et al., 1998).The majority of studies in the literature consider perceptions when evaluating the variables that can have a positive or negative influence on the extension, as well as attitudes towards the extended brand. Furthermore the majority of studies are based on experimentation with groups of students. Exceptions to this are seen when the data has been obtained from market survey (Dacin and Smith, 1994; Park and Kim, 2001; Gronhaug et al., 2002; Hem et al., 2003), or from panel data (Reddy et al., 1994; Swaminatham et al., 2001), or experimentation with samples reflecting specific aspects of brands being studied (Loken and John, 1993; John et al., 1998). Some of these studies have allowed researchers to investigate different kinds of brands (real and fictitious) across a broad range of extensions, thereby allowing the analysis of the joint effect of different variables. Nevertheless, this technique has received criticism from some authors because of the external validity problems (Kind and Smith, 2001) and the occasional use of hypothetical brands or the forcing of a response in a group environment (Swaminatham et al., 2001).There is a gap in the literature in so far as the effect of brand extensions on brand image has received little attention. We sought to advance knowledge by investigating this. Starting from the premise that a brands image is based on the associations that consumers have with the brand, we investigated how the consumers perception of brand variables, and the extension itself, affect a brands image. Our concern was to understand the extent to which certain brand extension strategies carry more risk than others. Our objectives were to:Determine the change that occurs to a brands image as a result of a brand extension strategy. We investigated this using two different methods: the general brand image related to the name (GBI) and the brand image related directly to the product (PBI).Study the influence of specific variables on the image after the extension using the above two measurement methods. The variables included are: the quality of the parent brand, knowledge or familiarity with the brand, the fit or similarity between the brand and the extension, and attitudes towards the extended product.Conceptual background and hypothesisBrand image relevanceWithin the two perspectives, corporation and consumers, from which the brand can be defined (de Chernatony and DallOlmo, 1997; 1998) emerge two key concepts: brand identity and brand image. Aaker and Joachismsthaler (2000) define brand identity “a set of brand associations that the brand strategist aspires to create or maintain”. Brand identity has to consider multiple aspects, such as the desired positioning and the personality (de Chernatony, 1999), which are attenuated by the organizational culture and the relationships staff build with stakeholders. Facilitated by communication mechanisms (Kapferer, 1997), the brand identity forms associations in the consumers mind resulting in a brand image. Both concepts are interrelated and through assessing the congruence between brand identity and image this enables corporations to refine their brand strategy (van Rekom, 1997; Haynes et al., 1999).The extant literature shows that brand image is a multi-dimensional concept, but there is no consensus on how to empirically measure it. Keller (1993), when posing a theoretical method for measuring brand equity, observes that brand image included associations related to the product (attributes, benefits and attitudes), favorability of brand associations, strength of brand associations, and uniqueness of brand associations, developed a scale for measuring consumer based brand equity, in which they refer to the image dimension as the social image, which is understood as “the consumers perception of the esteem in which the consumers social group holds the brand”. Within the theme of brand equity, Aaker (1996b) proposes that brand image be measured through association/differentiation measures regarding value, brand personality, organizational associations, and differentiation. Aakers approach can be used for brands in different product categories, enabling us to talk about a general brand image related fundamentally to the brand name.There is a stream of literature that regards brand image as being directly related to the product category within which the brand is marketed. Low and Lamb (2000) argue that within brand associations there are three multidimensional and interrelated concepts, i.e. brand image, perceived quality and brand attitude. They created a protocol for measuring brand image based on the product category. Measuring brand image, based on product category, has been used in different ways in recent studies (Gwinner and Eaton, 1999; Hogget al., 2000; Faircloth et al., 2001; Hsieh, 2002). However, these always have taken into account that not only must the physical attributes of the products be considered, but also the functional, emotional and self-expressive benefits (Davis, 2002; Vázquez et al., 2002). This method of measuring brand image provides us with what we refer to as product brand image.Not all companies have the same opportunities to extend their brands, as it is conditional on their historical brand strategies (Mihailovic and de Chernatony, 1994; Milberg et al., 1997; Aaker and Joachimsthaler, 2000; Desai and Keller, 2002). Nevertheless, if they decide to launch a new product, as part of a brand extension strategy, a change of brand image will occur with new associations created in consumers minds. This may dilute feelings and beliefs consumers hold about the parent brand (Ries and Trout, 1986; Sharp, 1993). Even though the associations for the new product may be positive, negative associations might be created that adversely affect the brand image (Pitta and Katsanis, 1995; Chen and Chen, 2000). Loken and John (1993) found that a dilution effect occurs in the beliefs associated with the brand family when the attributes of the extension are inconsistent with the prior beliefs about the brand family. Nevertheless, in the case of a “flagship” product, such as childrens shampoo for Johnson & Johnson, beliefs may be immune to change when the extension is moderately inconsistent with the beliefs about the new brand, and a dilution effect may occur if a line is extended that is very close to the “flagship” product (John et al., 1998).In summary, the literature analysing the dilution of brand image as a result of a brand extension strategy is limited. Furthermore, it does not provide any clear measurement of the image construct, but rather talks about associations and beliefs in general. We propose the following hypothesis:The brand extension strategy will have a dilution effect (a) on the general brand image and (b) on the product brand image.Brand extension variablesEven though the variables addressed in the brand extension literature are very broad, we will focus on those perceptual factors that have an influence on brand image.Brand extensions are one of the most popular strategies for leveraging brand equity. By launching new products under popular brand names, firms hope that consumers will respond more favorably to the new offering, due to their familiarity with the parent brand, positive feelings toward the parent brand, and positive attribute and non-attribute associations they have with the parent brand. Compared to launching a new product under a new brand name, brand extensions can increase the efficiency of promotional efforts, improve access to distribution channels, and reduce consumers' perceived risk of purchasing a product or service (Keller, 2002). What factors determine whether or not a brand extension will be successful? The most important factor identified by prior research is perceived fit. Consumers respond more favorably if they are able to perceive a fit between the extension and the parent brand (Aaker & Keller, 1990; Boushet al., 1987). Perceived fit can be based on the extension being in a product category similar to other products sold by the parent brand (Boush et al., 1987; Keller & Aaker, 1992), complementing use with other products sold by the parent brand (Aaker & Keller, 1990), being in a product category where the parent brand can contribute an appealing attribute(Broniarczyk & Alba, 1994; Herr, Farquar, & Fazio, 1996),having a parent brand with the skill and expertise to make the extension product (Aaker & Keller, 1990), and having a parent brand with an image that is compatible with the extension (Park, Milberg, & Lawson, 1991). Perceived fit can also be heightened by communications providing a plausible link between the extension and parent brand (Bridges, Keller, &Sood, 2000), thereby giving consumers more opportunity to discover possible links (Lane, 2000), or countering negative inferences about the extension (Aaker & Keller, 1990). Perceived fit, no matter how it is defined, is the most important determinant of brand extension successmore important than marketing support, retailer acceptance, and quality of the parent brand (Völckner & Sattler, 2006). 出处：Leslie de Chernatony, Leslie de Chernatony is Professor of Brand Marketing at Birmingham Business School, The University of Birmingham，Birmingham，UK，J.Journal of Consumer Marketing Volume 21 issue 1，Pages 39-50中文译文品牌延伸策略对品牌形象的影响 本文在伯明翰商学院的品牌营销研究中心由第一作者不断的更新完善，得到了西班牙政府的支持（参考文献PR2002 - 012）。 她希望对从CICYT（项目SEC2002 - 03949）获得的经济上的帮助表示感谢。作者在此感谢苏珊德鲁里提供的有用的意见。摘要本文的目的是分析品牌延伸策略对品牌形象的影响。具体来说，文章分析了母品牌和延伸后的品牌形象的变化关系。从消费者样本389的文件表明，品牌延伸策略稀释了品牌形象。通过回归分析，表明在品牌延伸后品牌感知度和消费者的态度感无论对于一般性的品牌形象还是产品品牌形象都有积极的作用。然而熟悉该品牌产品的只影响一般品牌形象，认知程度拟合的影响产品品牌形象。关键词： 消费行为；感知；品牌形象；品牌延伸；营销战略简介在今天的市场，拥有良好的品牌战略思想是企业成功的关键。品牌使消费者能够有效地在他们的头脑形成其功能的和情感的价值（弗伦岑和博维曼，2001年）。 所产生的形象使消费者认识到与竞争品牌之间差异。 凯勒（1993年）定义品牌形象为：在消费者记忆中所反映的关于品牌的联想。 这些联想是指品牌与消费者记忆的任何方面的链接（阿克尔，1996年。） 然后创建消费者个性和品牌感知个性之间的关系（德·奇那托尼和德梅洛，1995年；福涅尔，1998年；霍格等，2000年）。 营销人员的一个挑战就是如何确定有关联的消费者（潜在顾客）所指定的品牌。 像开发了一种协议来衡量品牌形象的作家如罗和维曼都对本文提供了建议。尽管有关产品品牌形象的直接测量提供了一个合理的方法来确定什么在消费者的头脑中，但应该认识到大多数产品是在一个伞状品牌战略下的，这可能导致更普通的品牌形象。 凯勒（1993）认为在多层面的品牌形象中，都可以看到产品和品牌方面的直接关联。 因此适当考虑用一种可以用于不同产品类别和不同品牌的方法去衡量一个品牌的形象（阿克，1996年b）。在研究一个品牌的形象时应该意识到这不是静态的，在不同时间段公司管理它的品牌受到很多因素的影响。 一个经常采用的策略是品牌延伸。 品牌延伸战略的盛行有很多原因。 例如，在消费市场推出新品牌的成本是非常高的（Pitta和Katsanis 1995年），而与一个知名母品牌有关的新产品的推出成功概率是较高的（阿克，1991年）。随着品牌延伸的不断盛行，并没有关于消费者如何受到不同品牌延伸影响的知名著作研究。 具体来说，注意力都集中在母品牌（如品牌质量，品牌信誉，品牌广度，熟悉性等等）和可能受品牌延伸影响的消费者如何产生变化上了。 大部分的研究都认为这些方面提高了品牌延伸的成功率。 然而，一些研究已经涉及了新的延伸品牌可能对母品牌产生不利的影响（洛肯和约翰，1993年;；Gürhan - Canli和Maheswaran，1998年；约翰 等，1998）。大多数的著作研究认为当品牌延伸变量产生变化时会导致积极的或者消极的影响，对于延伸后的品牌也是如此。 此外该研究多数是基于学生团体的实验。 这种情况被视为例外，当统计调查所得的数据已经从市场（Dacin和Smith，1994年；公园和金，2001年; Gronhaug等，2002年），或从面板数据（雷迪，1994年;；Swaminatham 等，2001年），或关于品牌的样本实验所反映的数据中取得了（洛肯和约翰，1993年，约翰 等人 ）。 其中的一些研究已经允许研究人员调查更大范围内的不同类型的品牌（真实的和虚拟的）。然而，这项技术由于外部有效性问题（凯特和斯密斯，2001）和假