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1、毕业论文（设计）外文翻译标题： The negative impact of brand extensions on parent brand image原文：1. Introduction If we analyse any general definition of a product, we find that there are three levels: the first is the product itself, which includes the physical and tangible aspects of the same (design, features, pac
2、kaging, etc.); the second level encompasses the added services (warrantees, finance, after sales service, etc.); and the third level includes the most intangible aspects such as the brand name, quality perceptions, reputation, etc. (de Chernatony and McDonald, 1998).Intangible aspects Among the inta
3、ngible aspects of the product, the brand is the most important, given that the majority of marketing strategies tend to highlight the brand including all of its added elements like logotype or slogan more than the product is being sold. Therefore, the brand is one of the most important assets that c
4、ompanies have, and as such, companies take advantage of it in their business strategy. In recent years, companies have used brand extension strategies to launch new products onto the market, given that this strategy decreases the risk of failure of these products, because consumers will better accep
5、t the new products launched under known symbols. However, this strategy can also cause negative effects in the perceptions of consumers, which translate into a dilution of the brand image. The objective of this study is to look deeply into the negative effects that brand extension strategies may hav
6、e on the brand image, taking into account the most relevant variables considered in the literature. For this reason, the next two sections present a review of the studies about both brand image and brand extensions. The fourth section includes the hypotheses to be tested, and the next section descri
7、bes the methodology used. The information is subsequently analysed, and the main conclusions and implications are presented in the last section.2. Brand image Like other abstract concepts, such as brand value, brand image can have multiple meanings and interpretations according to the various points
8、 of view linked to business studies (e.g. psychology perspective). One of the definitions of brand image that is widely accepted in the literature is the one contributed by Keller (1993), which defines this term as the “perceptions about a brand reflected as associations existing in the memory of th
9、e consumer”. According to this author, the associations can be created from direct experience1 with the good or service, from the information communicated (by the company itself, by other commercial sources and by word-of-mouth) and by making inferences according to pre-existing associations about t
10、he company, the origin, etc.Inherent associations The associations that make up the brand image can refer to both tangible and intangible aspects, intrinsic or extrinsic, and can be the result of both external and internal stimuli to each individual, depending on their own experience with the brand
11、in question. Therefore, setting the limits of the kinds of associations inherent to a particular brand is no minor task, and numerous efforts have been directed at attempting to systematise and specify the possible dimensions that can significantly influence the image component. Aaker (1994) indicat
12、es that the associations are based on aspects such as the attributes of the product, intangible factors (perceived quality, technological leadership, etc.), benefits provided to the customer, relative price, use or application, the kind of user or customer, a known personage who serves as promotiona
13、l presenter, lifestyle, brand personality, class of product, competitor products and country of origin.Classifying method Keller (1993) presents a more structured classifying method for these variables, in addition to considering other dimensions, and indicates that brand associations may be broken
14、down into attributes, benefits and attitudes. According to this author, consumers will evaluate the brand overall (attitudes), to the extent that the descriptive characteristics of the good or pertinent service (attributes) adapt to the consumers (benefits). Thus, Keller affirms that the kinds of as
15、sociations will be more or less strong in the memory of the individual according to the amount of information supplied and the information process; and the favourable attitude towards a brand will depend on the degree to which the attributes and benefits of the brand serve to satisfy its target mark
16、et. Moreover, Keller indicates the need to measure the congruence between the various associations for a given brand and the leverage by secondary associations regarding the company (reputation, credibility, etc.), the country of origin, the distribution channels (price, advising, quality, service, etc.), and the event or existence of a celebrity spokesperson or someone encouraging customers to buy the product or service. Fin
