外文翻译--品牌延伸策略对品牌形象的影响(编辑修改稿)

外文翻译--品牌延伸策略对品牌形象的影响(编辑修改稿)内容摘要：

ept, but there is no consensus on how to empirically measure it. Keller (1993), when posing a theoretical method for measuring brand equity, observes that brand image included associations related to the product (attributes, benefits and attitudes), favorability of brand associations, strength of brand associations, and uniqueness of brand associations, developed a scale for measuring consumer based brand equity, in which they refer to the image dimension as the social image, which is understood as “the consumer’s perception of the esteem in which the consumer’s social group holds the brand”. Within the theme of brand equity, Aaker (1996b) proposes that brand image be measured through association/differentiation measures regarding value, brand personality, organizational associations, and differentiation. Aaker’s approach can be used for brands in different product categories, enabling us to talk about a general brand image related fundamentally to the brand name. There is a stream of literature that regards brand image as being directly related to the product category within which the brand is marketed. Low and Lamb (2020) argue that within brand associations there are three multidimensional and interrelated concepts, . brand image, perceived quality and brand attitude. They created a protocol for measuring brand image based on the product category. Measuring brand image, based on product category, has been used in different ways in recent studies (Gwinner and Eaton, 1999。 Hogget al., 2020。 Faircloth et al., 2020。 Hsieh, 2020). However, these always have taken into account that not only must the physical attributes of the products be considered, but also the functional, emotional and selfexpressive benefits (Davis, 2020。 V225。 zquez et al., 2020). This method of measuring brand image provides us with what we refer to as product brand image. Not all panies have the same opportunities to extend their brands, as it is conditional on their historical brand strategies (Mihailovic and de Chernatony, 1994。 Milberg et al., 1997。 Aaker and Joachimsthaler, 2020。 Desai and Keller, 2020). Nevertheless, if they decide to launch a new product, as part of a brand extension strategy, a change of brand image will occur with new associations created in consumers’ minds. This may dilute feelings and beliefs consumers hold about the parent brand (Ries and Trout, 1986。 Sharp, 1993). Even though the associations for the new product may be positive, negative associations might be created that adversely affect the brand image (Pitta and Katsanis, 1995。 Chen and Chen, 2020). Loken and John (1993) found that a dilution effect occurs in the beliefs associated with the brand family when the attributes of the extension are inconsistent with the prior beliefs about the brand family. Nevertheless, in the case of a “flagship” product, such as children’s shampoo for Johnson amp。 Johnson, beliefs may be immune to change when the extension is moderately inconsistent with the beliefs about the new brand, and a dilution effect may occur if a line is extended that is very close to the “flagship” product (John et al., 1998). In summary, the literature analysing the dilution of brand image as a result of a brand extension strategy is limited. Furthermore, it does not provide any clear measurement of the image construct, but rather talks about associations and beliefs in general. We propose the following hypothesis: The brand extension strategy will have a dilution effect (a) on the general brand image and (b) on the product brand image. Brand extension variables Even though the variables addressed in the brand extension literature are very broad, we will focus on。