دانلود ترجمه مقاله اثر متقابل گستردگی خط خدمات قائم بر برندهای اصلی
ترجمه در قالب فایل Word و قابل ویرایش میباشد
سال انتشار:2012
تعداد صفحه ترجمه:22
تعداد صفحه فایل انگلیسی:19
موضوع انگلیسی :The reciprocal impact of vertical
service line extensions on
parent brands
موضوع فارسی:دانلود ترجمه مقاله اثر متقابل گستردگی خط خدمات قائم بر برندهای اصلی
چکیده انگلیسی:Purpose – The purpose of this paper is to examine the extent to which perceived extension
innovativeness, extension quality, and consumer involvement affect reciprocal attitudes toward
a newly launched vertical service line extension and the parent brand.
Design/methodology/approach – An empirical investigation using a survey methodology was
conducted with a sample of 664 respondents representative of the target population. Three pre-tests
were conducted. Partial least squares structural equation modeling and analysis of variance helped
test the complex paths of nominal, mediating, and moderating variables.
Findings – Extension innovativeness, extension quality, and consumer involvement positively
mediate the relationship between the new extension and the parent brand. In addition, parent brand
perceived innovativeness negatively moderates the impact of extension innovativeness on attitudes
toward the parent brand. Perceived quality of the extension does not solely mediate a reciprocal
attitude but is partially mediated by extension innovativeness.
Research limitations/implications – Future studies should investigate different types of services
and consumer goods to generalize the results. Other dimensions of involvement could also be tested.
Practical implications – This study provides key findings to managers who are responsible for
launching newly-created upscale service extensions. When evaluating a new vertical service line
extension, consumers actively process the available information. Thus, marketers must be careful to
communicate the quality and the innovativeness of a new service because both factors can
dynamically influence reciprocal attitudes toward the parent brand.
Originality/value – This article brings new insights as well as closing an important theoretical gap
in the literature regarding the complex dynamic effects of perceived innovativeness, quality, and
involvement in a context of a vertical service line extension during launch as it reciprocally impacts
attitude toward the parent brand.
Keywords Brands, Brand extensions, Consumer behaviour, Product launch,
Extension innovativeness, Extension quality, Consumer involvement, Reciprocal effects,
Vertical service line extension
چکیده فارسی: بررسی اندازه و درجۀ تأثیرگذاری، گستردگی نوآوری ادراک شده، کیفیت گستردگی و مشارکت مصرف کننده بر طرز برخوردهای متقابل نسبت گستردگی خط خدمات قائم جدیداً عرضه شد و بر برند اصلی هدف این مقاله می باشد.
