差异化营销策略外文文献翻译文档格式.docx
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差异化营销策略外文文献翻译文档格式.docx
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InternationalJournalofMarketingStudies6.5(2014):
63-72.
原文
TrivialAttributeEffect
Dalman,M.Deniz&
JunhongMin
Abstract
Thisresearchinvestigatesthatbranddifferentiationcreatingsuperiorvaluescanbeachievednotonlybyaddingmeaningfulattributesbutalsomeaninglessattributes,whichiscalled"
trivialattributeeffect."
Twostudiesprovidedempiricalevidencesasfollowing;
first,trivialattributeeffectcreatesastrongbranddifferentiationevenaftersubjectsrealizethattrivialattributehasnovalue.Second,trivialattributeeffectismorepronouncedinhedonicservicecategorycomparedtotheutilitariancategory.Last,theamountofwillingnesstopayishigherwhentrivialattributeispresentedandevaluatedinjointevaluationmodethanseparateevaluationmode.Finally,weconcludewithdiscussionandprovidesuggestionsforfurtherresearch.
Keywords:
branddifferentiation,evaluationmode,serviceindustry,trivialattribute
IntroductionProblemDefinition
Perhapsthemostimportantfactorfornewproductsuccessistocreatethemeaningfulbranddifferentiationthatprovidescustomerswithsuperiorvaluesbeyondwhatthecompetitorscanofferinthesameindustry(Porter,1985).Notsurprisingly,morethan50percentofannualsalesinconsumerproductindustriesincludingautomobiles,biotechnology,computersoftware,andpharmaceuticalsareattributedtosuchmeaningfulbranddifferentiationbyincludingnewornobleattributes(Schilling&
Hill,1998).However,thebranddifferentiationthatincreasesconsumerpreferenceisnotonlybyintroducingmeaningfulattributesbutalsomeaninglessattributes.For
example,itisnotunusualtoseebrandsdifferentiatingthemselvesinthemarketplacebyaddingsomenon-importantattributestotheirofferings(e.g.,Coca-Cola'
s"
S"
shapebottle,PanteneshampoowithvitaminsorFolgerscoffeechangingtheshapeofcoffeeparticles).Thesenon-importantortrivialattributesasthemarketingliteraturesuggestsareattributesthat"
appearsvaluablebut,oncloserexamination,isirrelevantortrivialtocreatingtheimpliedbenefit"
(Carpenter,Glazer,&
Nakamoto,1994,p.339).
Inmarketing,thesuccessfulbranddifferentiationbytrivialattributeshasbeendiscussedandexplainedbythreedifferentresearchstreams.First,researchontrivialattributeshasshownthatofferingtheseattributesincreasebrands'
buyinglikelihoodbygivingconsumersreasonsorrationalforchoice(Brown&
Carpenter,2000).Interestingly,evenafterconsumersrealizedthatthebranddifferentiationbytrivialattributedidn'
tcreateanymeaningfuldifferentiation,theirbrandchoicewasthesame(Carpenteretal.,1994).Second,Miljkovic,Gong,andLehrke(2009)findthatthistrivialattributeeffectonbranddifferentiationdependsonthechoiceset.Specifically,theyfindthatwhenthechoicesetconsistsofatleastthreebrands-whereeachbrandisstrongoncertainattributesanditisdifficultforconsumerstomakeachoice,offeringatrivialattributeservesasa"
tie-breaker"
andthusincreasesthebuyinglikelihoodofthatbrand.Last,literaturerevealsthatbranddifferentiationcanbeobtainedbyhowcompetingbrandsarepresentedandevaluatedeitherseparatelyorjointlywhichiscalledthe"
evaluationmodeeffect."
Hsee,Loewenstein,Blount,andBazerman(1999)introducethetwotypesofevaluationmodes:
separateevaluationandjointevaluation.Separateevaluationdescribestheevaluationcontextinwhichbrandsareevaluatedoneatatime.Jointevaluationmeansthatthebrandsareevaluatedsimultaneously.Inparticular,jointevaluationincreasestransparencywhencompetingbrandsareevaluated(Chatterjee,Heath,&
Min,2009).Thus,whenabrandwithtrivialattributeispresentedandevaluatedjointlywithanotherbrandwithouttrivialattribute,consumersareeasytoidentifyuniquenessofthebrandwithtrivialattribute,whichresultsinbranddifferentiationandbrandpreference.Studiesintheevaluationmode
literaturecontinuetoprovidestrongempiricalevidencesthattheevaluationmodeeffectisparticularlystrongwhenconsumersneedtoevaluatebrandswithuncertainty(Chatterjeeetal.,2009;
Hseeetal.,1999).
ThePurposeofThisResearch
Althoughourknowledgeoftrivialattributeeffecthasbeengreatlyenhanced,howthetrivialattributeaffectsbrandevaluationhasneverbeenstudiedfromtheperspectiveofproductdevelopmentandmarketingstrategy.Ourresearchaimstofillthegapbyofferingempiricalevidencesfromtwostudies.Thegoalsofthispaperisfourthfolds;
1)Canbrandsincreasetheirchoicelikelihoodbyaddingsometrivialattributes,2)Doesthiseffectdependonthenatureofthecatego
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