外文翻译品牌延伸反馈效应一个整体框架.docx

外文翻译品牌延伸反馈效应一个整体框架.docx

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外文翻译品牌延伸反馈效应一个整体框架

标题：

Brandextensionfeedbackeffects:

Aholisticframework

原文：

Thebrandextensionliteraturehasdevelopedfromevaluationofthebrandextensionpersetoalsoconsideringtheimpactofthebrandextensionsontheparentbrand,alsoknownasthefeedbackeffect.Feedbackeffectsarethereciprocalimpactofthebrandextensionontheparentbrand,whichcanbeeitherpositiveornegative.Despitesubstantialinvestigationintobrandextensions,amajorgapintheliteratureisthatitisveryfragmentedandinvestigatesfeedbackeffectsinaratherpiecemealfashion.Thisispartlyattributabletotheadoptionofexperimentaldesignsinthemajorityofthefeedbackliterature.Consequently,thereremainsadearthofempiricalstudiesthatsimultaneouslymodeltheimpactofkeyvariablesonparentbrands.Thisstudyaddressesthisgapbyproposingandtestingaholisticmodelofbrandextensionfeedbackprocess,aswellasilluminatingmajoreffectsthathavepreviouslybeenconsideredmostlyinisolation.

Thestudyispositionedaroundthisholisticapproach,whichhasenabledfournewmajorcontributionstothefeedbackliterature.First,acomprehensivemodelispresentedthatalsoexplainstheinterrelationshipsamongthemajordeterminantsoffeedback.Priorliteraturehasfailedtotaketheserelationshipsintoaccount.Second,aclearrank-orderofmajordeterminantsoffeedbackisestablished.Third,thestudyrevisitstheimportanceandroleoffitfromanewperspective.Fourth,thestudymodelstheimpactofmajordeterminantsdirectlyonthechangeintheoutcomevariable.Thisapproachtoanalysisisnovelinthefeedbackliterature.Afurthercontributionhasbeenafirst-of-its-kindapplicationintheIndiancontext.

MODELDEVELOPMENT

Theproposedmodelisderivedfromthecurrenttheoryonbrandextensionfeedback.

Essentially,fromaconsumerperspective,theexistingframeworkoffeedbackconsistsoftwoprocesses,thatis,processone,involvingevaluationofthebrandextension,andprocesstwo,involvingre-evaluationoftheparentbrand,post-extensionlaunch.

Priorinvestigationsintotheevaluationofbrandextensionsandthesubsequentfeedbacktotheparentbrandassumethatabrandisanetworkofknowledgestructuresconsistingofattributes,benefitsandattitudesheldbyconsumers.Wheneverabrandextensionislaunched,thereisatransferofknowledgeandattitudefromtheparentbrandtothebrandextension,aswellasdevelopmentofaperceptionoffitbasedonthenumberofsharedassociationsbetweentheparentandtheextension.Hence,brandextensionevaluation（thatisprocessone）isafunctionoftheextenttowhichconsumersknowandliketheparentbrandandthelevelofperceivedfitbetweentheparentbrandandtheextension.ThisprocessisrepresentedintheprocessoneofFigure1.

Asregardstheimpactofbrandextensionsontheparentbrand（thatisprocesstwo）,pastinvestigationsassumethatbrandextensionspossessthecapabilitytochangetheconsumer’sexistingmentalschemaoftheparentbrand.Thebook-keepingmodelofschemachangehasbeenputforwardasoneexplanationofhowbrandextensionsimpactparentbrandknowledgestructures.Accordingtothismodel,eachpieceofnewinformation（forexampleabrandextension）leadstoanincrementalmodificationoftheconsumer’smentalbrand-knowledgestructure,regardlessofthesimilarityofthenewinformation.

Thereviewofthefeedbackliteraturerevealsthatparentbrandevaluationspostextensionlauncharemainlyexplainedbyaconstructrepresentingparentbrandknowledge,ameasureofsimilarity/fitbetweentheparentbrandandthebrandextensionandsomemeasureofbrandextensionsuccess/evaluation.ThisbasicframeworkisrepresentedintheprocesstowofFigure1.Despiteseveralinvestigationsintobrandextensionfeedback,theliteratureremainsfragmentedandlacksacohesiveframeworkthatinvestigatesmajorinfluencesontheparentbrandsimultaneously.

Theproposedmodelanditsconstructs

TheproposedmodelispresentedinFigure2.Thefollowingsectionsdiscusseachofthemodel’sconstructsalongwiththeirhypothesizedeffects.

Parentbrandimageanditseffects

Inessence,abrandextensionfeedbackprocessmodelincludesaconstructthatrepresentsthestrengthoftheparentbrand’sexistingknowledgeinconsumers’minds.

Brandextensionmodelsrequiretheinclusionofavariablerelatedtomeasuringtheexistingstrengthoftheparentbrandschema,asitistheraisondeterofbrandextensionstocapitalizeontheparentbrand’sname.Perceivedparentbrandimagewaschosenbecauseitrepresentsthenumberandstrengthofassociationsthatconsumerspossessintheexistingmentalschemaaboutthebrand,andthusbestrepresentsconsumers’brandknowledge.

Brandimageisdefinedasthecollectionofbothproductandnon-productassociationsinconsumermemory,andisdevelopedthroughasynthesismadebytheconsumersofallthevariousbrandsignalssuchasbrandname,visualsymbols,theproductsitendorses,advertisements,othercommunicationsandevenitsreputation.Theseassociationspossessthecapabilitytoeffectbrandextensionevaluations.

Favorablebrandsresultingreaterpositiveattitudesamongtheirconsumers,which,inturn,facilitatetheacceptanceofnewproductsbearingthefavorablebrandnameowingtoatransferofattitudefromtheparenttotheextension.Thecueutilizationtheorylendsfurthersupporttotheeffectofparentbrandimageonbrandextensionattitude,wherebytheparentbrandnameonthebrandextensionservesasanextrinsicqualitycue.Giventhatqualitycuesaredeterminedthroughthesensesbeforeconsumption,brandimageasanextrinsiccueplaysamoreimportantrolewhenconsumershavehadnopriorexperiencewiththebrandextensionorwhentheextensionisnewtothemarket.Inthissituation,thebrandactsasanimplicitcueforthequalityofthenewproduct.Thus,thefollowinghypothesisisproposed:

Hypothesis1:

Parentbrandimagepositivelyaffectsattitudetowardsthebrandextension.

Hypothesis2:

Perceivedparentbrandimagepositivelyaffectsperceivedbrandextensionfit.

Hypothesis3:

Parentbrandimagepositivelyaffectsparentbrandattitudechange.

Hypothesis4:

Brandextensionfitwiththeparentbrandpositivelyaffectsattitudetowardsthebrandextension.

Hypothesis5:

Brandextensionfitwiththeparentbrandpositivelyaffectsparentbrandattitudechange.

Hypothesis6:

Attitudetowardsbrandextensionpositivelyaffectsparentbrandattitudechange.

Attitudetowardsthebrandextensionanditseffects

Apartfromparentbrandimageandperceivedfit,attitudetowardsthebrandextensionwaschosenasthethirdvariableinthemodel.Therationalebehinditsinclusionwasthatameasureofbrandextensionsuccessorfailurecreatesvitalinitialreactionstowardstheparentbrand.Ampleevidenceinthefeedbackliteraturelendscredencetotheimportanceofthisvariablegiventhatthefeedbackprocessoriginatesonlyaftertheextensionislaunchedinthemarketandreceivesinitialevaluationsfromconsumers.

Parentbrandattitudechange

Asregardsthechoiceofthedependentvariable,parentbrandattitudeswerechosenastheevaluativedimensionbecauseoftheirkeyimportanceindevelopingoverallbrandequity.Choosingparentbrandattitudesasthedependentvariableisincongruencewithmostofthefeedbackliterature.However,despitethesubstantialliteratureinvestigatingtheimpactofbrandextensionsonparentbrandattitudes,therestillremainsalackofclarityonthenatureofimpactandhenceaneedtoclarifytheissue.Thefocusofthisstudyistoinvestigatetheimpactonthechangeinparentbrandattitudes,asfeedbackeffectshavebeenconceptualizedasachangeinthementalschemaoftheparentbrand.Thus,thedependentvariableinthestudyislabeled‘parentbrandattitudechange’.

RESEARCHDESIGN

Aself-administeredquantitativesurveyof387youngmalesubjects（all18–25yearsofage）fromauniversitycollegeinthecapitalcityofNewDelhiwasconductedbyhandingoutthesurveyduringlectures.Missingdatamadeuplessthan3percentoftheusableresponses,andwasreplacedbythemean-substitutionmethod.Thesamplesizeselectedwaswellabove200,whichisgenerallyconsideredaminimumrequirementforconductingastructuralequationmodelinganalysis.Itwasensuredthatthechosensamplematchedthetargetmarketforthechosenindustry,thatis,youngurbanmeninthe18–25yearagegroup（thatisgenerationY）belongingtomiddle-toupper-incomehouseholds.

Stimulusselection

Arealbrandanditshypotheticalextensionwerechosenasstimulusinthisresearch,whichwasinlinewithpriorbrandextensionliterature.TheIndianmen’sfashionfootwearsectorwaschosenforthestudyowingtoitshighpopularityamongyoungmaleconsumersbelongingtoupper-middletoupper-incomehouseholds.Thissegmentcloselymatchedthesamplechoseninthisstudy.Anotherconsiderationinstimulusselectionwasthatonlywell-knownbrandnamesbeexaminedfortheirpotentialtobeextended,asfictitiousbrandsdonotcarrywell-formedassociationsandfeelingsthatarerequisiteforbrandextensions.Therefore,toarriveatawell-knownparentbrand,afewexploratoryinformaldiscussionswereheldwithsmallgroupsofsubjects,with8–10participantsineach.Theparticipantswereaskedtomentiontheirfavoritebrandfromthosetheyhadpreviouslypurchased.ThepopularIndianfashionfootwearbrandsthatweremostmentionedbythegroupswereLeeCooper,Provogue,WoodlandandRedTape.Allfourofthesebrandsweresuitableforthestudyofbrandextensionsbecausetheymetthepre-requisiteofbeing