不同類型奢侈品牌使用品牌延伸對於品牌權益進而影響品牌態度、品牌延伸效益評估、購買意圖之研究

The Study of Different Types of Luxury Goods Use Brand Extension for Brand Equity Influence on Brand Attitude, Brand Extension Benefit Evaluation and Purchase Intention

林郁惠(Y.H. Lin) ； 廖國鋒(G.F. Liaw) ； 蔡淑梨(S.L. Tsai)

《紡織綜合研究期刊》 31卷1期 (2021/01) Pp. 68-83

https://doi.org/10.6439/TTRJ.202101_31(1).0006

摘要

在高度競爭的奢侈品行業中品牌非常重要，但奢侈品價格昂貴，當奢侈品選擇使用品牌延伸時可能會比其他一般品牌具有更高的風險，因此本研究探討不同奢侈品類型做為干擾變數對於品牌態度、品牌延伸效益評估、購買意圖，建立在哪一種類型品牌延伸效果更好，以及探討在奢侈品服飾產業使用品牌延伸後，消費者的品牌態度和品牌延伸效益評估、購買意圖，這些都幫助奢侈品牌更加了解消費者的行為。

關鍵字

奢侈品 ； 品牌延伸 ； 品牌態度 ； 品牌權益 ； 購買意願

並列摘要

The brand is very important because it is to give consumers what's the meaning in the highly competitive luxury industry. It may represent different status, but luxury goods are almost all expensive, how to keep consumers loyal and buying that is the most important thing, when luxury goods choose to use brand extension, it may have certain risks than other general brands, for example, luxury brands using brand extension, cooperating with different styles, positioning apparel brands or launching new series, it will affect brand associationm , brand awareness and even perceived quality in the minds of consumers, it indirectly reflects the consumption attitude in the evaluation of brand extension, which will also affect the purchase intention, and luxury brand is regarded as a symbolic brand image in the past, but in fact luxury brand can be divided into functional concepts and symbolic concepts. Therefore, this study discusses different types of luxury goods as interference variables for brand attitude, brand extension benefit evaluation, purchase intention, which type of brand extension's effect is better, and discussing use brand extension in the luxury apparel industry whether consumers have a significant relationship between brand attitude and brand extension benefit evaluation even purchase intention, it will help luxury brands to understand consumer behavior.

並列關鍵字

Luxury Goods ； brand extension ； brand attitude ； brand equity ； purchase intention