差异化营销策略研究外文文献翻译.docx

差异化营销策略研究外文文献翻译.docx

《差异化营销策略研究外文文献翻译.docx》由会员分享，可在线阅读，更多相关《差异化营销策略研究外文文献翻译.docx（9页珍藏版）》请在冰豆网上搜索。

差异化营销策略研究外文文献翻译

外文文献翻译原文及译文

文献出处:

DalmanM.TheResearchofBrandDifferentiationMarketingStrategy."InternationalJournalofMarketingStudies,2017,1（5）:

63-72.

原文

TheResearchofBrandDifferentiationMarketingStrategyDalmanM

1ThePurposeofThisResearch

Althoughourknowledgeoftrivialattributeeffecthasbeengreatlyenhanced,howthetrivialattributeaffectsbrandevaluationhasneverbeenstudiedfromtheperspectiveofproductdevelopmentandmarketingstrategy.Ourresearchaimstofillthegapbyofferingempiricalevidencesfromtwostudies.Thegoalsofthispaperisfourthfolds;1）Canbrandsincreasetheirchoicelikelihoodbyaddingsometrivialattributes,2）Doesthiseffectdependonthenatureofthecategory（i.e.hedonicvs.utilitarian）,3）Doesthetypeoftrivialattributes（hedonicvs.utilitarian）affecttheconsumerresponsetothesetrivialattributes,andfinally4）Howcanmarketingmanagerseffectivelycommunicateabrandwithtrivialattribute?

Toreachthesegoals,inthefirststudy,wereviewtrivialattributeeffect,andtesthowitcreatesthebranddifferentiationinservicesector.Then,inthesecondstudy,wediscussabouttheevaluationmode

literature,andtestthattheeffectwhethertrivialattributeismoresalient

injointevaluationorseparateevaluationmode.Finally,weconcludewithdiscussionandprovidesuggestionsforfurtherresearch.

2.TheoreticalBackground

2.1TrivialAttributeEffectonServiceChoice

Trivialattributesaredefinedastheattributesthatdonotcreatemeaningfuldifferentiationinevaluationofalternatives（Broniarczyk&Gershoff,2003;Miljkovicetal.,2009）.Consumerstreatthistrivialinformationintheadvantageofbrandsthatofferthemevenwhentheyareinformedbeforedecision-makingaboutthetriviality（Carpenteretal.,1994）.BrownandCarpenter（2000）explainthisadvantagewiththereasonsbasedaccount.Theyarguethatconsumersprefertochooseonthebasisofeasilyjustified,cognitivelyavailablereasons（Brown&Carpenter,2000）.Thus,whentheoptionscannotbechosenbasedonimportantattributes,consumersneedtorelyontrivialattributesthatcreatebranddifferentiation（Shafir,Simonson,&Tversky,1993）.

Thequestionaboutwhattoaddtotheofferingtoincreaseitsvalueisespeciallyimportantforservices（Devlin,1998）,asitismoredifficulttocreateacompetitiveadvantageinserviceindustries（Storey&Easingwood,1998）.Themainreasonisthatunlikephysicalgoods,servicesareintangibleandconsumersoftenfaceaproblemofidentifying

thenecessaryattributesinservicesforevaluation.Thus,theyenduponly

relyingonbrandcomparisonsonthebasisofselectedattributes（Gabott&Hogg,1994;Rust&Chung,2006）.Therefore,servicescreatemoreuncertaintyforconsumersthanphysicalgoodsatthepurchasestage.Whenadecisioncan'tbejustifiedonrelevantattributes,consumersformargumentsbasedontrivialattributesevenaftertheyaretoldaboutthetrivialityoftheattribute（Albrecht,Neumann,Haber,&Bauer,2011）.Therefore,withtheamountofuncertaintyinservicesandthedifficultyofevaluatingattributesasmentionedabove,consumersarelikelytousetrivialattributeswhentheyarefacedwithanambiguouschoicesetevenaftertheyaretoldaboutthetriviality.Wepositthehypothesisasfollows;

H1:

Thechoicelikelihoodofserviceproviderthatoffersatrivialattributewillbehigherthanthatdoesnotoffer.

Comparedtophysicalgoods,servicesarebasedoninformationprocessing（Rust&Chung,2006）andhowtheinformationisprocesseddependsonwhethertheserviceisutilitarianorhedonic（Hirschman&Holbrook,1982）.AccordingtoBatraandAhtola（1991）,consumershavethesetwomotivesinachoicecontext.Hedonicservicesarerelatedto"fun"and"pleasure"（Babin,Darden,&Griffin,1994）whereasutilitarianservicesarerelatedto"functionality"（Strahilevitz&Myers,1998）.Inachoicecontext,theoutcomesofthesetwotypesofservices

arevalueddifferentlyastheutilitarianoutcomedependsonobjective

standardswhereashedoniconesdependonsubjective（discretionary）standards（Botti&McGill,2010）.Moreover,BottiandMcGill（2010）arguethathedonicmotivesaresought"asanenditself"whereasutilitarianmotivesareusedtoreachahigher-levelgoal.Wearguethatutilitarianservicesaremoreanxietyprovokingthanhedonicservicesastheyincludeimportant,hardertoachieve,anduncertaingoals（Lazarus,1991）.Andinsituations,whengoalsareanxietyprovoking,trivialattributesaremoreinfluential（Xiao,Dacin,&Ashworth,2011）.Therefore,weexpecttheeffectoftrivialattributestobemorepronouncedinahedonicservicecategorythaninautilitarianservicecategory.Wepositthehypothesisasfollows:

H2:

Theadvantageofserviceproviderthatoffersatrivialattributewillbemorepronouncedforthehedonicservicescomparedtoutilitarianservices.

2.2MarketingCommunicationStrategyUsingTrivialAttributeEffect

Priorliteraturehassuggestedthatcomparisonisanaturalandpowerfulstrategythatconsumersoftenrelyon（Cooke,Janiszewski,CunhaJr,Nasco,&DeWilde,2004;Dhar,Nowlis,&Sherman,1999）.HseeandLeclerc（1998）suggestthatconsumerpreferencechanges

dependingonhowproductsarepresentedandevaluated,specifically,

whethertheyareevaluatedseparately（separateevaluationmode）orjointly（jointevaluationmode）.Forexample,inseparateevaluationwhenoneisaskedtoratetheimportanceofsupportinggovernmentinterventionforsavingdolphinsoverpreventingskincanceramongfarmworks,thenumberofpeoplewhosupportsthegovernmentinterventionforsavingdolphinsissubstantial.However,inthejointevaluationmodewhenthesamepersonisaskedtocomparetheimportanceofdolphintothatofahumansidebyside（orjointly）themajorityofpeople'sanswerisobvioustosupportahuman.

Thus,consumersinjointevaluationmodenotonlygreatlysavetheireffortsbutalsoincreaseaccuracyinchoicebecauseitiseasiertoidentifysimilaritiesanddifferencesbetweencompetingbrands.Thisevaluationstrategyfocusingonthedifferenceorsomethinguniquemakesthetrivialattributebecomesalientandevenmeaningful（Dhar&Sherman,1996）.Takentogether,wepositthatbrandwithtrivialattributewillbeperceivedmorevaluable（i.e.,peoplearewillingtopaymore）inthejointevaluationmodethanitisintheseparateevaluationmode.

H3:

WillingnesstoPay（WTP）ishigherinthejointevaluationmodethanthatintheseparateevaluationmode.

3.Discussion

Creatingbranddifferentiationhasbeencriticalmorethaneverinour

globalizedworld.Manymanufacturesofconsumerpackagegoodsmakeenormousmarketingeffortstodifferentiatetheirbrandsagainstcompetitorsoftenbysearchingandaddingnewornobleattributes.Animportantdecisiontomakeformarketingmanagersistodeterminewhatfeaturesshouldbeincluded.Inthisresearch,weintroducedanunusualbranddifferentiationstrategyusingthetrivialattributeeffect.Resultsfromtwoexperimentalstudiespointoutthefollowing;ifatrivialattributeaseasytoimplementasplayingmusicinbetweenclasssessionsforaGMATcourseordistributingfreeiceataMusicFestivalisoffered,itcanhelpserviceprovidersgaincompetitiveadvantageovertheircompetitors.Thiscanallowmanagerstobemorecreativeandstaycompetitiveinthemarket.Ourresultsalsoindicatethatthiseffectismorepronouncedinhedonicservicecategoriescomparedtotheutilitariancategories.

Fromtheethicalperspective,offeringattributesthatdon'tcreatemeaningfuldifferenceforconsumersisnotdeceivingconsumersasourresultsindicatethattheeffectsoftrivialattributesholdevenafterconsumersaretoldaboutthetrivialityofthem.Moreover,consumersindicatedinourstudythattheyarenotonlyawareofthetrivialityoftheseattributesbuttheyalsothinktheyarenotusefulintheir

decision-making.Anotherresultwefoundthatsupportsthetrivialityof

theseattributesisthatthetypeoftrivialattribute（hedonic/utilitarian）doesnotmatter.Lastly,intermsofeffectivemarketingcommunicationstrategyrelyingontrivialattributeeffect,ourresultsrevealedthatthejointevaluationmodeincreasestheconsumer'swillingnesstopaymorethanthatoftheseparateevaluationmode.

4.ImplicationsandLimitations

Ourresearchhandlesboththeoreticalandpracticalimplications;theoreticallyitwilladdtotheserviceliteraturetheapplicabilityoftrivialattributes.Whileresearchontrivialattributessofarhasmainlyfocusedondifferentconsumergoodsincludingdownjackets,compactdiscplayers,pasta（Carpenteretal.,1994）,coffee,andcologne（Brown&Carpenter,2000）,wearenotawareofanyresearchthathasinvestigatedtrivialattributesinaservicecontext.Inoureffortstounderstandifusingtrivialattributeswouldhaveadifferentialeffectonhedonicvs.utilitarianservices,resultssuggestthatconsumersusedifferenttypesofinformationevaluatinghedonicvs.utilitarianservices（Batra&Ahtola,1991;Holbrook&Hirschman,1982）whentrivialattributesareevaluated.

Managerially,itcanshowthemanagersapossiblyeasywaytogaincompetitiveadvantageoverthecompetitors.Considerthemusicfestivalexampleabove.Usinganequipmentfromtheplacewherethemusicwas

originatedisnotnecessarilythebestnorthemostexpensivechoice.

However,itcanpossiblygivetheorganizerstheedgeoverthecompetitorfestivalsifpeopleconsiderthisinformationpositivelyintheirdecision-making.Lastly,fromtheperspectiveofmarketingcomm