毕业论文(设计)外文翻译标题:Thenegativeimpactofbrandextensionsonparentbrandimage原文:,wefindthattherearethreelevels:thefirstistheproductitself,whichincludesthephysicalandtangibleaspectsofthesame(design,features,packaging,etc.);passestheaddedservices(warrantees,finance,aftersalesservice,etc.);andthethirdlevelincludesthemostintangibleaspectssuchasthebrandname,qualityperceptions,reputation,etc.(deChernatonyandMcDonald,1998).IntangibleaspectsAmongtheintangibleaspectsoftheproduct,thebrandisthemostimportant,giventhatthemajorityofmarketingstrategiestendtohighlightthebrand–includingallofitsaddedelementslikelogotypeorslogan–,panieshave,,giventhatthisstrategydecreasestheriskoffailureoftheseproducts,,thisstrategycanalsocausenegativeeffectsintheperceptionsofconsumers,,,,,,suchasbrandvalue,ordingtothevariouspointsofviewlinkedtobusinessstudies().eptedintheliteratureistheonecontributedbyKeller(1993),whichdefinesthistermasthe“perceptionsaboutabrandreflectedasassociationsexistinginthememoryoftheconsumer”.Accordingtothisauthor,theassociationscanbecreatedfromdirectexperience[1]withthegoodorservice,municated(panyitself,mercialsourcesandbyword-of-mouth)ordingtopre-pany,theorigin,
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