差异化营销策略研究外文文献翻译2017

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3、HYPERLINK /list/230 工程科技文献出处: Dalman M. The Research of Brand Differentiation MarketingStrategy . International Journal of Marketing Studies, 2017,1(5): 63-72.原文The R esear chof Br andDiffer entiationM a r ketingStr a tegyDa lman M1The Pur pose of This R ecshe a rAlthough our knowledge of trivial at

4、tribute effect has been greatlyenhanced, how the trivial attribute affects brand evaluation has neverbeen studied from the perspective of product development and marketingstrategy. Our research aims to fill the gap by offering empirical evidencesfrom two studies. The goals of this paper is fourth fo

5、lds; 1) Can brandsincrease their choice likelihood by adding some trivial attributes, 2) Doesthis effect depend on the nature of the category (i.e. hedonic vs.utilitarian), 3) Does the type of trivial attributes (hedonic vs. utilitarian)affect the consumer response to these trivial attributes, and f

6、inally 4) Howcan marketing managers effectively communicate a brand with trivialattribute? To reach these goals, in the first study, we review trivialattribute effect, and test how it creates the brand differentiation in servicesector. Then, in the second study, we discuss about the evaluation mode/

7、view/6517bf8209a1284ac850ad02de80d4d8d05a0154.html1/15 4/13/2019差异化营销策略研究外文文献翻译2017 - 百度文库literature, and test that the effect whether trivial attribute is morein joint evaluationor separateevaluation mode. Finally, we conclude withsalientdiscussion and provide suggestions for furthreersearch.2. The

8、or etica lBa ckgr oundTr ivia l Attr ibute Effect on Ser vice C hoiceTrivial attributes are defined as the attributes that do not createmeaningfuldifferentiationinevaluation ofalternatives(Broniarczyk& Gershoff, 2003; Miljkovic et al., 2009). Consumers treat this trivialinformation in the advantage

9、of brands that offer them even when theyare informed before decision-making about the triviality (Carpenter et al.,1994). Brown and Carpenter (2000) explain this advantage with thereasons based account. They argue that consumers prefer to choose on thebasis of easily justified, cognitively available

10、 reasons (Brown & Carpenter,2000). Thus, when the options cannot be chosen based on importantattributes, consumers need to rely on trivial attributes that create branddifferentiation (Shafir, Simonson, & Tversky1, 993).The questionabout what to add to the offering to incrietassevalue isespecially im

11、portant for services (Devlin, 1998), as it is more difficult tocreateacompetitive advantage in service industries (Storey& Easingwood, 1998). The main reason is that unlike physical goods,services are intangible and consumers often face a problem of identifying/view/6517bf8209a1284ac850ad02de80d4d8d

12、05a0154.html2/15 4/13/2019差异化营销策略研究外文文献翻译2017 - 百度文库the necessary attributes in services for evaluation. Thus, they oennl yd uprelying on brand comparisons on the basis of selected attributes (Gabott& Hogg, 1994; Rust & Chung, 2006). Therefosreer,vices create moreuncertainty for consumers than physi

13、cal goods at the purchsatsaeg e .When a decision cant be justified on relevant attributes, consumers formarguments based on trivial attributes even after they are told athbeo u ttriviality of the attribute (Albrecht, Neumann, Haber, & Bauer, 2011).Therefore, with the amount of uncertainty in service

14、s and the diffoicfultyevaluating attributes as mentioned above, consumers are likely to usetrivial attributes when they are faced with an ambiguous choice set evenafter they are told about the triviality. We posit the hypothesis asfollows;H1: The choice likelihood of service provider that offers a t

15、rivialattribute will be higher than that does noftfer.Compared to physical goods, services are based on informationprocessing (Rust & Chung, 2006) and how the information is processeddepends on whether the service is utilitarian or hedonic (Hirschman& Holbrook, 1982). According to Batra and Ahtola (

16、1991), consumershave these two motives in a choice context. Hedonic services are relatedto fun and pleasure (Babin, Darden, & Griffin, 1994) whereasutilitarian services are related to functionality (Strahilevitz & Myers,1998). In a choice context, the outcomes of these two types of services/view/651

17、7bf8209a1284ac850ad02de80d4d8d05a0154.html3/15 4/13/2019差异化营销策略研究外文文献翻译2017 - 百度文库are valued differentlyas theutilitarian outcome depends onobjectivestandards whereas hedonic ones depend on subjective (discretionary)standards (Botti & McGill, 2010). Moreover, Botti and McGill (2010)argue that hedoni

18、c motives are sought as an end itself whereasutilitarian motives are used to reach a higher-level goal. We argue thatutilitarian services are more anxiety provoking than hedonic services asthey include important, harder to achieve, and uncertain goals (Lazarus,1991). And in situations, when goals ar

19、e anxiety provoking, trivialattributes are more influentia(lXiao, Dacin, & Ashwort2h0, 11). Therefore,we expect the effect of trivial attributes to be more pronounced in ahedonic service category than in a utilitarian service category. We positthe hypothesis asfollows:H2: The advantage of service pr

20、ovider that offers a trivial attributewill be more pronounced for the hedonic services compared to utilitarianservices.M ar ketingC ommunica tion Str a tegy Using Trl iviAattr ibute EffectPrior literature has suggested that comparison is a natural andpowerful strategy that consumers often rely on (C

21、ooke, Janiszewski,Cunha Jr, Nasco, &De Wilde, 2004; Dhar, Nowlis, & Sherman, 1999).Hsee and Leclerc(1998)suggest thatconsumerp r ecfhe ar enngcees/view/6517bf8209a1284ac850ad02de80d4d8d05a0154.html4/15 4/13/2019差异化营销策略研究外文文献翻译2017 - 百度文库depending on howproductsare presented and evaslupaetceidf,icall

22、y,whether they are evaluated separately (separate evaluation mode) orjointly (joint evaluation mode). For example, in separate evaluation whenone is asked to rate the importance of supporting government interventionfor saving dolphins over preventing skin cancer among farm works, thenumber of people

23、 who supports the government intervention for savingdolphins is substantial. However, in the joint evaluation mode when thesame person is asked to compare the importance of dolphin to that of ahuman side by side (or jointly) the majority of peoples answer is obviousto support a human.Thus, consumers

24、 in joint evaluation mode not only greatly save theirefforts but also increase accuracy in choice because it is easier to identifysimilarities and differences between competing brands. This evaluationstrategy focusing on the difference or something unique makes the trivialattribute become salient an

25、d even meaningful (Dhar& Sherman, 1996).Taken together, we posit that brand with trivial attribute will be perceivedmore valuable (i.e., people are willing to pay more) in the joint evaluationmode than it is in the separate evaluatiomnode.H3: Willingness to Pay (WTP) is higher in the joint evaluatio

26、n modethan that in the separate evaluatiomnode.3. Discussion/view/6517bf8209a1284ac850ad02de80d4d8d05a0154.html5/15 4/13/2019差异化营销策略研究外文文献翻译2017 - 百度文库Creating brand differentiation has been critical more than ever inglobalized world. Many manufactures of consumer package goods makeourenormous marke

27、ting efforts to differentiate their brandsagainstcompetitors often by searching and adding new or noble attributes. Animportant decision to make for marketing managers is to determine whatfeatures should be included. In this research, we introduced an unusualbrand differentiation strategy using the

28、trivial attribute effect. Resultsfrom two experimental studies point out the following; if a trivialattribute as easy to implement as playing music in between class sessionsfor a GMAT course or distributing free ice at a Music Festival is offered,it can help service providers gain competitive advant

29、age over theircompetitors. This can allow managers to be more creative and staycompetitive in the market. Our results also indicate that thiseffect is morepronounced in hedonic service categories compared to the utilitariancategories.From the ethical perspective, offering attributes that dont create

30、meaningful difference for consumers is not deceiving consumers as ourresults indicate that the effects of trivial attributes hold even afterconsumers are told about the triviality of them. Moreover, consumersindicated in our study that they are not only aware of the triviality oftheseattributesbutth

31、eyalsothinktheyarenotht eir usefulin/view/6517bf8209a1284ac850ad02de80d4d8d05a0154.html6/15 4/13/2019差异化营销策略研究外文文献翻译2017 - 百度文库decision-making. Another result we found that supports the otfrivialitythese attributes is that the type of trivial attribute (hedonic / utilitarian)does not matter. Lastly,

32、 in terms of effective marketing communicationstrategy relying on trivial attribute effect, our results revealed that thejoint evaluation mode increases the consumers willingness to pay morethan that of the separate evaluatmioonde.4. Implications and L imitationsOur research handles both theoretical

33、 and practical implications;theoretically it will add to the service literature the applicability of trivialattributes. While research on trivial attributes so far has mainly focusedon different consumer goods including down jackets, compact discplayers, pasta (Carpenter et al., 1994), coffee, and c

34、ologne (Brown& Carpenter,2000), we are not aware of any research that hasinvestigatedtrivial attributes in a service context. In our efforts to understand if usingtrivial attributes would have a differential effect on hedonic vs. utilitarianservices, results suggest that consumers use different type

35、s of informationevaluating hedonic vs. utilitarian services (Batra & Ahtola,1991;Holbrook & Hirschman, 1982) when trivial attributes are evaluated.Managerially, it can show the managers a possibly easy way to gaincompetitive advantage over the competitors. Consider the music festivalexample above. U

36、sing an equipment from the place where the wmaus sic/view/6517bf8209a1284ac850ad02de80d4d8d05a0154.html7/15 4/13/2019差异化营销策略研究外文文献翻译2017 - 百度文库originated is not necessarilythebest nor themost expensivechoice.However, it can possibly give the organizers the edge over the competitorfestivals if people

37、 consider this information positively in their decision-making. Lastly, from the perspective of marketing communisctartaiotengy,attributes themselves can also be either utilitarian or hedonic and it willbe up to the marketers to choose the type of the trivial attributes for theirofferings. However,

38、this becomes importantonly if this choice affects theconsumer responseto the offeringand helps the marketerIn services, one of the main reasons why it is difficult to create andmaintain advantage is the fact that in services, competitors can easilycopy the aspects of successful offerings (Storey & E

39、asingwood, 1998).This then puts pressure on service managers to stay competitive in themarket place. Our research findings contribute to the service sector.Service sector compromises 68% of US GDP and 80% of the US jobs(Office of the US Trade Representative) and this distribution is similar inall de

40、veloped countries as there is a positive correlation between GDPand the share of the service sector in an economy (Sherom & Saubbotina,2000). While the service sector has such an important share in theeconomy, at the same time, service management is different frommanaging goods (Mittal, 1999; Parasu

41、raman, Zeithaml, & 1B9e8r r5y) ,/view/6517bf8209a1284ac850ad02de80d4d8d05a0154.html8/15 4/13/2019差异化营销策略研究外文文献翻译2017 - 百度文库and it is more difficult (Storey& Easingwo1o9d9, 8).Moreover, the consumer behavior for services is also d i ftfhearne n tit is for goods and it is more difficult for consumers

42、to make a choicealong the alternatives (Gabott & Hogg, 1994). In sum, all these factorsabout services make it an important domain to understand if companiescan use trivial attributes to gain advantage in the marketplace and ourresearch sheds light to managers in the servsieccetor.译文品牌差异化营销策略研究 达尔曼马库

43、斯1 研究目的尽管 我们对于 微小属性 的认识大 大加强, 从产品开发和营销策略的角度来讲，微小属性如何影响品牌评估还尚未被研究过。我们的研究旨在从两项研究提供的经验证据中填补这一缺口。本文的研究目标为; 1) 通过提供一些微小属性，品牌是否能增加他们选择的可能性, 2) 这种影响是依靠品种的性质吗( 即享乐主义和功利主义) , 3) 微小的品质类别是否( 享乐主义和功利主义) 影响消费者对其的选择，最后 4) 营销经理如何有效传递这些品牌的微小属性? 为了达到这些目标, 在第一项研究中, 我们审查微小的属性效果和测试如何在服务业/view/6517bf8209a1284ac850ad02de

44、80d4d8d05a0154.html9/15 4/13/2019差异化营销策略研究外文文献翻译2017 - 百度文库创造品牌的差异化。然后, 在第二项研究中, 我们讨论一下评价模式，以及用联合评价或单独的评价模式测试效果是否更加突出。最后, 我们通过讨论得出结论，为进一步的研究提供建议。2 理论背景2. 1微小属性影响服务选择 微小属性被定义为这种属性在选择评估中不会创建有意义的差异化 ( 布朗尼克&格尔索夫, 2003; 科维奇, 2009) 。消费者对待这种优势品牌的琐碎信息，即使在决策之前被告知( 卡彭特, 1994) 。布朗和卡彭特( 2000) 基于账户的原因解释这一优势。他们认为

45、, 消费者更愿意选择基础上合理的, 可用的认知原因( 布朗和卡彭特, 2000) 。因此,当基于重要属性的不能选择, 消费者需要依靠微小属性创建品牌差异化( 沙菲尔, 西蒙森 t ver s ky, 1993。)对 服 务 来 讲 增 加 一 些 要 素 来 提 高 它 的 价 值 尤 为 重 要 ( 德 芙林 , 1998) 因, 为 在 服 务 行 业 它 很 难 获 得 竞 争 优 势 ( 斯 托 雷 &伊 斯沃, 1998) 。主要原因是它不同于有形商品, 服务是无形的, 消费者常常面临的问题在于在服务评估中确定其属性。因此, 他们最终只能依靠在 选 择 属 性 的 基 础 上 比 较

46、 品 牌 (吉 沃 特 &霍 格 , 1994;鲁 斯 特 &钟, 2006) 。因此, 在采购阶段，服务比有形商品要为消费者创造更多 的不确定性。因此, 服务的不确定性和难以评估属性如前所述, 当消 费者面临一个模棱两可的选择时，他们很可能会使用简单属性。我们 假定假设如下;/view/6517bf8209a1284ac850ad02de80d4d8d05a0154.html10/15 4/13/2019差异化营销策略研究外文文献翻译2017 - 百度文库H1: 服务提供者的选择可能性在提供微小属性时比未提供时高。与实体商品相比，服务的基础是信息处理( 拉斯特&钟, 2006) ，信息如何处

47、理取决于服务是功利主义还是享乐主义( 赫斯曼霍尔&布鲁克, 1982) 。根据巴特拉和恩特拉( 1991)认为, 消费者在选择时有两种动机。与享乐服务相关的是“有趣”和“快乐”( 格里芬，巴班, 达顿, 1994年) 而与功利主义服务相关的是“功能性” ( 迈尔斯, 1998)。在选择 的背景下, 这两种类型的服务价值的结果不同的是功利主义的结果取 决于客观标准而享乐的取决于主观( 酌情) 标准( 博迪&麦吉尔, 2010) 。此外, 伯堤和麦吉尔( 2010)认为, 享乐主义的动机是寻求“作为一个最终的自己”而功利主义的动机是用来达到一个更高层次的目标。我们 认为功利主义服务比享乐主义服务更

48、容易引发焦虑、难以实现和具有 不确定的目标( 拉撒路, 1991) 。在这种情况下, 当目标是引发焦虑, 微 小属性便更具影响力( 肖, 阿什沃斯, 2011)。因此, 我们预计享乐主义 服务类别比功利主义服务类别的微小属性的影响更加明显。我们假定 假设如下:H2: 服务提供者的优势在于，享乐服务相比功利主义的服务，其对于微小属性的提供更加明显。2. 2 营销传播策略使用微小属性效果之前的研究文献表明, 比较是一个天然和强大的战略, 消费者往往依赖它( 库克, 亚尼塞夫斯基，库尼亚，王尔德, 2004; 达尔，谢尔曼, 1999)。克莱尔( 1998)表明, 消费者偏好的变化取决于产品介绍和/

49、view/6517bf8209a1284ac850ad02de80d4d8d05a0154.html11/15 4/13/2019差异化营销策略研究外文文献翻译2017 - 百度文库评价, 具体来说, 无论他们是单独评估( 单独的评估模式) 或共同评估( 联合评价模式) 。因此, 消费者在联合评估模式中不仅大大节省他们的努力, 而且提高选择的准确度, 因为它是更容易识别竞争品牌之间的异同。这种评价策略重点关注的是一些独特或差异性的微小属性，能使其变得显著甚至有意义( 达尔&谢尔曼, 1996) 。综上所述，我们断定联合评估模式比在单独的评估模式小品牌的微小属性更有价值( 即，人们愿意花更多的钱) 。H3: 联合评估模式比单独评估模式中的支付意愿( W TP) 高。3. 讨论在全球化的世界中，创造品牌的差异化，比以往任何时候都更重 要。许多日用消费品的生产型企业，通过搜寻和添加新的或高贵的品 牌特质，做出巨大的营销努力，来区分他们的品牌竞争对手。市场销 售经理的一个重要决策是决定应该包含哪些特性。在本研究中, 我们 使用简单属性效果引入了一个不同寻常的品牌差异化策略。从两个实 验研究的结果得出以下结论; 如果一个微小属性如奏乐一样容易实现, 那么它可以帮助服务提供商获得比竞争对手更高的竞争优势。