文档介绍：本科毕业论文(设计)
外文翻译
原文:
Unique Brand Extension Challenges For Luxury Brands
Abstract:The article will explore the impact of brand extensions on the brand equity of luxury brands. The first section is a concise presentation of existing brand equity constructs followed by a brief description of brand extensions. The second part addresses the history and development of the luxury market. The next section is devoted to the systematic review of research that has addressed individual brand equity elements for luxury brands such as attitudes towards and perceptions of luxury brands. A conceptual model exploring the impact of brand extensions is proposed addressing the impact of luxury brand extensions on the parent brand ‟s brand awareness, brand image, consumer perceived attitudes, and consumer perceived benefits of luxury brands. This article finishes off with a short section on conclusions and future research.
CURRENT BRAND EQUITY CONSTRUCTS
In the past, companies gained petitive advantage by achieving economies of scale through improved technology applications and imperfect market conditions with respect to resource allocation such as labour and capital. However, what used to be a market of small players has turned into a playground for peting for the world market. Most industries have been challenged by developments such as an increase petition and product saturation, increas