外文文件翻译 原文及译文 文件出处: Dalman M. The Research of Brand Differentiation Marketing Strategy ." International Journal of Marketing Studies, ,1(5): 63 原文 The R esear ch of Br and Differ entiationM a r keting Str a tegy Da lman M 1 The Pur pose of This R esear ch Although our knowledge of trivial attribute effect has been greatly enhanced, how the trivial attribute affects brand evaluation has never been studied from the perspective of product development and marketing strategy. Our research aims to fill the gap by offering empirical evidences from two studies. The goals of this paper is fourth folds; 1) Can brands increase their choice likelihood by adding some trivial attributes, 2) Does this 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 finally 4) How can marketing managers effectively communicate a brand with trivial attribute? To reach these goals, in the first study, we review trivial attribute effect, and test how it creates the brand differentiatin on service sector. Then, in the second study, we discuss about the evaluation mode literature, and test that the effect whether trivial attribute is mor in joint evaluation or separate evaluation mode. Finally, we conclude with discussion and provide suggestions for further research. 2. Theor etica l Ba ckgr ound Tr ivia l Attr ibute Effect on Ser vice C hoice Trivial attributes are defined as the attributes that do not create meaningful differentiation in evaluation of alternatives (Bro& Gershoff, ; Miljkovic et al., ). Consumers treat this trivial information in the advantage of...
