【摘要】 本文旨在研究奢侈品母品牌价值感知对延伸品购买意愿的影响,并进一步探讨顾客满意和品牌信任的中介作用。研究结果表明,奢侈品母品牌价值感知对延伸品购买意愿具有正向影响,顾客满意和品牌信任在奢侈品母品牌功能价值感知、财务价值感知、品牌关系价值感知与延伸品购买意愿之间起到部分链式中介作用,而顾客满意和品牌信任在奢侈品母品牌个人价值感知、社会价值感知与延伸品购买意愿之间起到完全链式中介作用。研究结果不仅丰富了奢侈品品牌延伸研究的理论成果,对奢侈品商家在中国市场上营销策略的制定也具有参考价值。更多还原

【Abstract】 This paper aims to study the impact of luxury value perception for parent brand on customer purchase intention for extended product, and explore the mediating effect of customer satisfaction and brand trust in this process. The result shows that customers’ luxury value perception for parent brand has significant positive effect on their willingness to purchase the extended product. Further, we find that customer satisfaction and brand trust play a partial chain mediating role on the influence of function value perception, financial value perception, brand relationship value perception for parent brand on customer purchase intention for extended product, but play a fully chain mediating role on the influence of individual value perception and social value perception for parent brand on customer purchase intention for extended product. This study not only enriches the theoretical research in the area of luxury brand extension, but also provides the instructive value for luxury goods retailers to develop effective marketing tactics in Chinese market.更多还原