品牌延伸策略对品牌形象的影响外文翻译.docx

品牌延伸策略对品牌形象的影响外文翻译.docx

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品牌延伸策略对品牌形象的影响外文翻译

标题：

Theeffectofbrandextensionstrategiesuponbrandimage

原文:

Thispaperwasdevelopedduringthefirstauthor’sresearchstayattheCentreforResearchinBrandMarketing,BirminghamBusinessSchool,supportedbythe“MinisteriodeEducación,CulturayDeporte”oftheGovernmentofSpain（Ref.PR2002-012）.ShewishestoexpresshergratitudeforthefinancialhelpreceivedfromtheCICYT（projectSEC2002-03949）.TheauthorswouldliketothankSusanDruryforherhelpfulcomments.

Abstract

Theobjectiveofthispaperistoanalyzetheeffectthatabrandextensionstrategyhasonbrandimage.Specifically,thepaperanalyzeshowvariablesrelatedtotheparentbrandandtheextensioninfluencebrandimageaftertheextension.Fromasampleof389consumersthepaperdemonstratesthattheextensionstrategydilutesthebrandimage.Througharegressionanalysisitisshownthattheperceivedqualityofthebrandandconsumers’attitudestowardstheextensionpositivelyinfluenceboththegeneralbrandimage（GBI）andtheproductbrandimage（PBI）aftertheextension.WhilefamiliaritywiththeproductsofthebrandonlyaffecttheGBI,theperceiveddegreeoffitaffectsthePBI.

Keyword：

Consumerbehavior;Perception;Brandimage;Brandextensions;Marketingstrategy.

Introduction

Intoday’smarket,havingawellthoughtthroughbrandstrategyisakeycontributiontocorporatesuccess.Brandsenableconsumerstoefficientlyencodetheirfunctionalandemotionalvaluesintheirminds（FranzenandBouwman,2001）.Theresultingimagesenableconsumerstorecognizethepointsofdifferencebetweencompetingbrands.Keller（1993）definesbrandimageasthe“perceptionsaboutabrandasreflectedbythebrandassociationsheldinconsumermemory”.Theseassociationsrefertoanyaspectthatlinkthebrandwiththeconsumer’smemory（Aaker,1996a）.Relationshipsarethencreatedbetweenconsumers’personalitiesandtheperceivedpersonalitiesofbrands（deChernatonyandBeniciodeMello,1995;Fournier,1998;Hogg etal.,2000）.Oneofthechallengesformarketersishowtodeterminetheassociationsconsumershaveofspecificbrands.SuggestionsareprovidedbywriterssuchasLowandLamb（2000）whodevelopedaprotocoltomeasurebrandimage.

Eventhoughrelatingthemeasurementofbrandimagedirectlytotheproductappearsareasonablewaytodeterminewhatisintheconsumer’smind,itshouldberealisedthatoftenproductsaremarketedunderanumbrellabrandstrategy,whichcouldleadtoamoregeneralbrandimage.Keller（1993）arguesthatwithinmultidimensionalbrandimages,directassociationsareseenwithboththeproductandthebrand.Itisthereforeappropriatetoconsideramethodformeasuringthedimensionsofabrand’simagethatcanbeusedforvariousproductcategoriesandvariousbrands（Aaker,1996b）.

Whenstudyingabrand’simageitshouldberealizedthatthisisnotstaticandisinfluencedbythenumerousdecisionsthatthecompanytakesaboutitsbrandovertime.Afrequentlyadoptedstrategyisthatofbrandextension.Thereareseveralreasonsforthepopularityofbrandextensionstrategies.Forexample,thecostoflaunchinganewbrandinconsumermarketsisveryhigh（PittaandKatsanis,1995）,andtheprobabilityofthesuccessforanewproductishigherwithawell-knownparentbrand（Aaker,1991）.

Withthepopularityofbrandextensions,thereisnotableliteratureonthesubjectexploringhowconsumersbehaveasaresultofdifferentbrandextensions.Specifically,attentionhasfocusedonhowdifferentvariablesrelatedtotheparentbrand（e.g.brandquality,brandreputation,brandbreadth,familiarity,etc.）andtheextensionconsideredinfluenceconsumers.Themajorityofstudieshaveconsideredthoseaspectsthatincreasethesuccessofabrandextension.However,somestudieshavebeenconcernedwiththenegativeeffectthatthenewlyextendedbrandmayhaveontheparentbrand（LokenandJohn,1993;Gürhan-CanliandMaheswaran,1998;John etal.,1998）.

Themajorityofstudiesintheliteratureconsiderperceptionswhenevaluatingthevariablesthatcanhaveapositiveornegativeinfluenceontheextension,aswellasattitudestowardstheextendedbrand.Furthermorethemajorityofstudiesarebasedonexperimentationwithgroupsofstudents.Exceptionstothisareseenwhenthedatahasbeenobtainedfrommarketsurvey（DacinandSmith,1994;ParkandKim,2001;Gronhaug etal.,2002;Hem etal.,2003）,orfrompaneldata（Reddy etal.,1994;Swaminatham etal.,2001）,orexperimentationwithsamplesreflectingspecificaspectsofbrandsbeingstudied（LokenandJohn,1993;John etal.,1998）.Someofthesestudieshaveallowedresearcherstoinvestigatedifferentkindsofbrands（realandfictitious）acrossabroadrangeofextensions,therebyallowingtheanalysisofthejointeffectofdifferentvariables.Nevertheless,thistechniquehasreceivedcriticismfromsomeauthorsbecauseoftheexternalvalidityproblems（KindandSmith,2001）andtheoccasionaluseofhypotheticalbrandsortheforcingofaresponseinagroupenvironment（Swaminatham etal.,2001）.

Thereisagapintheliteratureinsofarastheeffectofbrandextensionsonbrandimagehasreceivedlittleattention.Wesoughttoadvanceknowledgebyinvestigatingthis.Startingfromthepremisethatabrand’simageisbasedontheassociationsthatconsumershavewiththebrand,weinvestigatedhowtheconsumer’sperceptionofbrandvariables,andtheextensionitself,affectabrand’simage.Ourconcernwastounderstandtheextenttowhichcertainbrandextensionstrategiescarrymoreriskthanothers.Ourobjectiveswereto:

Determinethechangethatoccurstoabrand’simageasaresultofabrandextensionstrategy.Weinvestigatedthisusingtwodifferentmethods:

thegeneralbrandimagerelatedtothename（GBI）andthebrandimagerelateddirectlytotheproduct（PBI）.

Studytheinfluenceofspecificvariablesontheimageaftertheextensionusingtheabovetwomeasurementmethods.Thevariablesincludedare:

thequalityoftheparentbrand,knowledgeorfamiliaritywiththebrand,thefitorsimilaritybetweenthebrandandtheextension,andattitudestowardstheextendedproduct.

Conceptualbackgroundandhypothesis

Brandimagerelevance

Withinthetwoperspectives,corporationandconsumers,fromwhichthebrandcanbedefined（deChernatonyandDall’Olmo,1997;1998）emergetwokeyconcepts:

brandidentityandbrandimage.AakerandJoachismsthaler（2000）definebrandidentity“asetofbrandassociationsthatthebrandstrategistaspirestocreateormaintain”.Brandidentityhastoconsidermultipleaspects,suchasthedesiredpositioningandthepersonality（deChernatony,1999）,whichareattenuatedbytheorganizationalcultureandtherelationshipsstaffbuildwithstakeholders.Facilitatedbycommunicationmechanisms（Kapferer,1997）,thebrandidentityformsassociationsintheconsumer’smindresultinginabrandimage.Bothconceptsareinterrelatedandthroughassessingthecongruencebetweenbrandidentityandimagethisenablescorporationstorefinetheirbrandstrategy（vanRekom,1997;Haynes etal.,1999）.

Theextantliteratureshowsthatbrandimageisamulti-dimensionalconcept,butthereisnoconsensusonhowtoempiricallymeasureit.Keller（1993）,whenposingatheoreticalmethodformeasuringbrandequity,observesthatbrandimageincludedassociationsrelatedtotheproduct（attributes,benefitsandattitudes）,favorabilityofbrandassociations,strengthofbrandassociations,anduniquenessofbrandassociations,developedascaleformeasuringconsumerbasedbrandequity,inwhichtheyrefertotheimagedimensionasthesocialimage,whichisunderstoodas“theconsumer’sperceptionoftheesteeminwhichtheconsumer’ssocialgroupholdsthebrand”.Withinthethemeofbrandequity,Aaker（1996b）proposesthatbrandimagebemeasuredthroughassociation/differentiationmeasuresregardingvalue,brandpersonality,organizationalassociations,anddifferentiation.Aaker’sapproachcanbeusedforbrandsindifferentproductcategories,enablingustotalkaboutageneralbrandimagerelatedfundamentallytothebrandname.

Thereisastreamofliteraturethatregardsbrandimageasbeingdirectlyrelatedtotheproductcategorywithinwhichthebrandismarketed.LowandLamb（2000）arguethatwithinbrandassociationstherearethreemultidimensionalandinterrelatedconcepts,i.e.brandimage,perceivedqualityandbrandattitude.Theycreatedaprotocolformeasuringbrandimagebasedontheproductcategory.Measuringbrandimage,basedonproductcategory,hasbeenusedindifferentwaysinrecentstudies（GwinnerandEaton,1999;Hoggetal.,2000;Faircloth etal.,2001;Hsieh,2002）.However,thesealwayshavetakenintoaccountthatnotonlymustthephysicalattributesoftheproductsbeconsidered,butalsothefunctional,emotionalandself-expressivebenefits（Davis,2002;Vázquez etal.,2002）.Thismethodofmeasuringbrandimageprovidesuswithwhatwerefertoasproductbrandimage.

Notallcompanieshavethesameopportunitiestoextendtheirbrands,asitisconditionalontheirhistoricalbrandstrategies（MihailovicanddeChernatony,1994;Milberg etal.,1997;AakerandJoachimsthaler,2000;DesaiandKeller,2002）.Nevertheless,iftheydecidetolaunchanewproduct,aspartofabrandextensionstrategy,achangeofbrandimagewilloccurwithnewassociationscreatedinconsumers’minds.Thismaydilutefeelingsandbeliefsconsumersholdabouttheparentbrand（RiesandTrout,1986;Sharp,1993）.Eventhoughtheassociationsforthenewproductmaybepositive,negativeassociationsmightbecreatedthatadverselyaffectthebrandimage（PittaandKatsanis,1995;Chen