品牌延伸：消费者决策的影响因素外文翻译.doc

本科毕业论文（设计） 外 文 翻 译 原文： BRAND EXTENSIONS: ASPECTS OF CONSUMER DECISION MAKING ABSTRACT A review of the literature on brand extensions is offered, focusing on the conditions that affect consumers decision making. Several perspectives are discussed including brand strength, fit and similarity, categorization theory, use of cues in evaluation, sequential brand extensions, and mode of evaluation. INTRODUCTION Introduction of a new product with an established brand name can dramatically reduce the investment required and improve the likelihood of its success (Aaker 1990). It is therefore not surprising that brand extensions have been the strategy of growth for many firms during the past decades. Brand extensions provide a vehicle to exploit brand name recognition and brand image. A strong brand name can provide consumers with the familiarity and knowledge of a reputable brand. Additionally, brand extensions can decrease the cost of accessing distribution channels and make promotional efforts more efficient (Aaker 1991; Smith and Park 1992; Tauber 1988).Tauber (1988, p.27) defines brand extension as using a brand in one category to introduce products in a totally different category. The purpose of this paper is to review the literature on brand extensions. The benefits attributed to brand extensions derive from the effects of the brand extension strategy on consumer information processing and decision making. Therefore this review is focused on the conditions that are expected to affect consumers use of known brands in decision making. BRAND EXTENSION LITERATURE A critical assumption underlying the use of brand extensions is that strong brands offer greater leverage for extension than weaker brands (Aaker 1990; Aaker and Keller 1990). Brand strength has been implicitly defined in terms of consumer predispositions towards the brand (Marketing Science Institute 1988). Established brands tend to be used as quality cues (Bellizzi and Martin 1982; Jacoby, Olson and Haddock 1