品牌延伸策略对品牌形象的影响【外文翻译】.doc

标题:Theeffectofbrandextensionstrategiesuponbrandimage原文:Thispaperwasdevelopedduringthefirstauthor’sresearchstayattheCentreforResearchinBrandMarketing,BirminghamBusinessSchool,supportedbythe“MinisteriodeEducación,CulturayDeporte”oftheGovernmentofSpain(-012).ShewishestoexpresshergratitudeforthefinancialhelpreceivedfromtheCICYT(projectSEC2002-03949).,’attitudestowardstheextensionpositivelyinfluenceboththegeneralbrandimage(GBI)andtheproductbrandimage(PBI),theperceiveddegreeoffitaffectsthePBI. Keyword:Consumerbehavior;Perception;Brandimage;Brandextensions;Marketingstrategy. IntroductionIntoday’smarket,(FranzenandBouwman,2001).(1993)definesbrandimageasthe“perceptionsaboutabrandasreflectedbythebrandassociationsheldinconsumermemory”.Theseassociationsrefertoanyaspectthatlinkthebrandwiththeconsumer’smemory(Aaker,1996a).Relationshipsarethencreatedbetweenconsumers’personalitiesandtheperceivedpersonalitiesofbrands(deChernatonyandBeniciodeMello,1995;Fournier,1998;Hogg etal.,2000).(2000)’smind,itshouldberealisedthatoftenproductsaremarketedunderanumbrellabrandstrategy,(1993)arguesthatwithinmultidimensionalbrandimages,directassoci