本研究探討奢侈品品牌延伸策略與消費者品牌態度之關係。首先探討影響品牌延伸態度之因素；再來探討品牌延伸態度對於原品牌態度之影響；最後探討消費者特徵對於上述關係之干擾效果。本研究採用問卷調查法，有效樣本數為125位。研究顯示消費者認知的品牌形象、品牌延伸契合度，對品牌延伸態度有顯著影響；而品牌延伸態度亦會顯著影響消費者對原品牌之態度。另外，高涉入程度與高物質主義消費者，在形象對品牌延伸態度之影響上，皆會大於低涉入程度與低物質主義消費者；然而在契合度對品牌延伸之影響上，高涉入程度與高物質主義消費者，相較於低涉入程度與低物質主義消費者，並無顯著差異。

Nowadays brand extension is a popular strategy of luxury brand managers to leverage the value of well-established brands. This strategy may increase sales but also risks diluting the parent brand. The purpose of this research is to discuss and identify how extending a luxury brand affect consumers’ brand attitude. The study examines the role of the brand image and brand extension fit in the impact of luxury brand extension on consumers’ brand attitude; meanwhile the moderating effects of consumer characteristics are also examined. A quantitative research approach is adopted analyzing sample data of 125 Taiwanese consumers. Results suggest that both brand image and brand extension fit significantly affect consumers’ attitude toward brand extension, which then strongly affect consumers’ attitude toward the parent brand. Further, consumer involvement and materialism are found to moderate the influence of brand image on brand extension attitude. Results show that when consumers are high- materialistic or are highly involved in extension product category, brand image have greater influence on brand extension attitude. This paper also provides guidelines to formulate successful brand extension strategies for luxury marketers.

論文審定書..................................................................................................................................... i
摘要 ................................................................................................................................................. ii
Abstract .......................................................................................................................................... iii
目錄 ................................................................................................................................................ iv
表目錄............................................................................................................................................ vi
圖目錄........................................................................................................................................... vii
第一章、緒論............................................................................................................................... 1
第一節 研究背景.................................................................................................................... 1
第二節 研究動機與目的...................................................................................................... 2
第二章、文獻回顧與研究假設............................................................................................... 4
第一節 奢侈品與奢侈品品牌............................................................................................. 4
一、奢侈品........................................................................................................................... 4
二、奢侈品品牌 ................................................................................................................. 6
三、奢侈品品牌的管理.................................................................................................... 6
第二節 品牌延伸與品牌態度............................................................................................. 7
一、品牌延伸...................................................................................................................... 7
二、品牌態度...................................................................................................................... 8
三、回饋效果...................................................................................................................... 9
第三節 契合度 ...................................................................................................................... 10
一、契合度......................................................................................................................... 10
二、契合度對品牌延伸的影響.................................................................................... 11
第四節 品牌形象.................................................................................................................. 12
一、品牌形象.................................................................................................................... 12
二、品牌形象對品牌延伸的影響 ............................................................................... 13
第五節 消費者特徵 ............................................................................................................. 14
一、涉入程度.................................................................................................................... 14
二、物質主義.................................................................................................................... 15
第三章、研究設計.................................................................................................................... 17
第一節 研究架構.................................................................................................................. 17
第二節 變數定義.................................................................................................................. 17
第三節 研究方法.................................................................................................................. 22
第四章、資料分析.................................................................................................................... 23
第一節 敘述統計分析......................................................................................................... 23
第二節 測量模型分析......................................................................................................... 25
第三節 研究假設驗證......................................................................................................... 29
一、模型 1 之架構、假設、及分析........................................................................... 29
二、模型 2 之架構、假設、及分析........................................................................... 34
三、模型 3 之架構、假設、及分析........................................................................... 39
四、模型 4 之分析與結果 ............................................................................................. 43
第四節 研究結果歸納與說明........................................................................................... 46
第五章、結論與建議 ............................................................................................................... 48
第一節 研究發現.................................................................................................................. 48
第二節 管理意涵.................................................................................................................. 50
第三節 研究限制與未來建議........................................................................................... 51
參考文獻 ...................................................................................................................................... 53

1. Aaker, D. (1991). Managing brand equity. New York: Free Press.
2. Aaker, D. (1996). Measuring Brand Equity Across Products and Markets. California
Management Review, 38(3), pp.102-120.
3. Aaker, D. and Keller, K. (1990). Consumer Evaluations of Brand Extensions. Journal
of Marketing, 54(1), p.27.
4. Ahluwalia, R. and Gürhan-Canli, Z. (2000). The Effects of Extensions on the
Family Brand Name: An Accessibility-Diagnosticity Perspective: Table 1. Journal of
Consumer Research, 27(3), pp.371-381.
5. Albrecht, C., Backhaus, C., Gurzki, H. and Woisetschläger, D. (2013). Drivers of
Brand Extension Success: What Really Matters for Luxury Brands. Psychology &
Marketing, 30(8), pp.647-659.
6. Altagamma.it. (n.d.). Altagamma – La bellezza e lo stile italiani. [online] Available at:
https://altagamma.it
7. Armani Lifestyle | Official Online Store. (n.d.). Armani Lifestyle | Official Online Store.
[online] Available at: https://www.armani.com/us/armanicom/unisex/armani-
lifestyle/fiori_section
8. Bain.com. (n.d.). Global management consulting firm. [online] Available at:
http://www.bain.com
9. Bearden, W., Netemeyer, R. and Teel, J. (1989). Measurement of Consumer
Susceptibility to Interpersonal Influence. Journal of Consumer Research, 15(4), p.473.
10. Belk, R. (1985). Materialism: Trait Aspects of Living in the Material World. Journal
of Consumer Research, 12(3), p.265.
11. Belk, R. (1988). Possessions and the Extended Self. Journal of Consumer Research,
15(2), p.139.
12. Beverland, M. (2006). The ‘real thing’: Branding authenticity in the luxury wine
trade. Journal of Business Research, 59(2), pp.251-258.
13. Bhat, S. and Reddy, S. (2001). The impact of parent brand attribute associations and
affect on brand extension evaluation. Journal of Business Research, 53(3), pp.111-122.
14. Boush, D. and Loken, B. (1991). A Process-Tracing Study of Brand Extension
Evaluation. Journal of Marketing Research, 28(1), p.16.
15. Broniarczyk, S. and Alba, J. (1994). The Importance of the Brand in Brand
Extension. Journal of Marketing Research, 31(2), p.214.
16. Caniato, F., Caridi, M., Castelli, C. and Golini, R. (2011). Supply chain management
in the luxury industry: A first classification of companies and their strategies.
International Journal of Production Economics, 133(2), pp.622-633.
17. Chan, K. and Prendergast, G. (2007). MATERIALISM AND SOCIAL
COMPARISON AMONG ADOLESCENTS. Social Behavior and Personality: an
international journal, 35(2), pp.213-228.
18. Chaudhuri, A. and Holbrook, M. (2001). The Chain of Effects from Brand Trust
and Brand Affect to Brand Performance: The Role of Brand Loyalty. Journal of
Marketing, 65(2), pp.81-93.
19. Riley, F., Pina, J. and Bravo, R. (2013). Downscale extensions: Consumer evaluation
and feedback effects. Journal of Business Research, 66(2), pp.196-206.
20. Danziger, P. (2005). Let them eat cake. Chicago, IL: Dearborn Trade Pub.
21. De Barnier, V., Falcy, S. and Valette-Florence, P. (2012). Do consumers perceive three levels of luxury? A comparison of accessible, intermediate and inaccessible luxury brands. Journal of Brand Management, 19(7), pp.623-636.
22. Dubois, B. and Laurent, G. (1996). The Functions of Luxury: a Situational Approach to Excursionism. Advances in Consumer Research, [online] 23, pp.470-477. Available at: http://www.acrwebsite.org/volumes/7875/volumes/v23/NA-23
23. Dwivedi, A., Merrilees, B. and Sweeney, A. (2009). Brand extension feedback effects: A holistic framework. Journal of Brand Management, 17(5), pp.328-342.
24. Edell, J. and Staelin, R. (1983). The Information Processing of Pictures in Print Advertisements. Journal of Consumer Research, 10(1), p.45.
25. Escalas, J. and Bettman, J. (2003). You Are What They Eat: The Influence of Reference Groups on Consumers’ Connections to Brands. Journal of Consumer Psychology, 13(3), pp.339-348.
26. Farquhar, P. (1989). Managing Brand Equity. Marketing Research, 1(3), pp.24-33.
27. Gardner, M., Mitchell, A. and Russo, J. (1985). Low Involvement Strategies for
Processing Advertisements. Journal of Advertising, 14(2), pp.4-56.
28. Garvin, D. (1984). What Does "Product Quality" Really Mean? MIT Sloan
Management Review.
29. Greenwald, A. and Leavitt, C. (1984). Audience Involvement in Advertising: Four
Levels. Journal of Consumer Research, 11(1), p.581.
30. Grossman, G. and Shapiro, C. (1988). Foreign Counterfeiting of Status Goods. The
Quarterly Journal of Economics, 103(1), p.79.
31. Grønhaug, K., Hem, L. and Lines, R. (2002). Exploring the impact of product
category risk and consumer knowledge in brand extensions. Journal of Brand
Management, 9(6), pp.463-476.
32. Hagtvedt, H. and Patrick, V. (2009). The broad embrace of luxury: Hedonic
potential as a driver of brand extendibility. Journal of Consumer Psychology, 19(4),
pp.608-618.
33. Heine, K. and Phan, M. (2011). Trading-up mass-market goods to luxury products.
Australasian Marketing Journal (AMJ), 19(2), pp.108-114.
34. Hem, L., de Chernatony, L. and Iversen, N. (2003). Factors Influencing Successful
Brand Extensions. Journal of Marketing Management, 19(7-8), pp.781-806.
35. Hoffmann, J. and Coste-Manière, I. (2016). Luxury strategy in action. Springer.
36. Holt,D.(1995).HowConsumersConsume:ATypologyofConsumptionPractices.
Journal of Consumer Research, 22(1), p.1.
37. Homer, P. and Kahle, L. (1990). Source Expertise, Time of Source Identification,
and Involvement in Persuasion: An Elaborative Processing Perspective. Journal of
Advertising, 19(1), pp.30-39.
38. Hsieh, M., Pan, S. and Setiono, R. (2004). Product-, Corporate-, and Country-Image
Dimensions and Purchase Behavior: A Multicountry Analysis. Journal of the Academy
of Marketing Science, 32(3), pp.251-270.
39. Hudders, L. and Pandelaere, M. (2011). The Silver Lining of Materialism: The
Impact of Luxury Consumption on Subjective Well-Being. Journal of Happiness
Studies, 13(3), pp.411-437.
40. Kapferer, J. (1998). Why are we seduced by luxury brands? Journal of Brand
Management, 6(1), pp.44-49.
41. Kapferer, J. (2012). The new strategic brand management. London: Kogan Page.
42. Kapferer,J.(2017).ManagingLuxuryBrands.AdvancesinLuxuryBrandManagement,
pp.235-249.
43. Kapferer, J. and Bastien, V. (2009). The specificity of luxury management: Turning
marketing upside down. Journal of Brand Management, 16(5-6), pp.311-322.
44. Kapferer, J. and Valette-Florence, P. (2018). The impact of brand penetration and
awareness on luxury brand desirability. Journal of Business Research, 83, pp.38-50.
45. Kapferer, J., Kernstock, J., Brexendorf, T. and Powell, S. (2017). Advances in Luxury
Brand Management.
46. Keller, K. (1993). Conceptualizing, Measuring, and Managing Customer-Based
Brand Equity. Journal of Marketing, 57(1), p.1.
47. Keller, K. (2008). Strategic brand management. New Jersey: Prentice Hall.
48. Keller, K. and Aaker, D. (1992). The Effects of Sequential Introduction of Brand
Extensions. Journal of Marketing Research, 29(1), p.35.
49. Kemp, S. (1998). Perceiving luxury and necessity. Journal of Economic Psychology, 19(5),
pp.591-606.
50. Kim, C., Lavack, A. and Smith, M. (2001). Consumer evaluation of vertical brand
extensions and core brands. Journal of Business Research, 52(3), pp.211-222.
51. Kim, H. and Kim, W. (2005). The relationship between brand equity and firms’
performance in luxury hotels and chain restaurants. Tourism Management, 26(4),
pp.549-560.
52. Kim, Y. and Wingate, N. (2017). Narrow, powerful, and public: the influence of
brand breadth in the luxury market. Journal of Brand Management, 24(5), pp.453-466. 57
53. Kirmani, A., Sood, S. and Bridges, S. (1999). The Ownership Effect in Consumer Responses to Brand Line Stretches. Journal of Marketing, 63(1), p.88.
54. Kotler, P. (1994). Marketing management. London: Prentice Hall International.
55. Kotler, P. and Keller, K. (2008). Marketing management. Estados Unidos: Pearson.
56. Kumar, P. (2005). Brand Counterextensions: The Impact of Brand Extension
Success Versus Failure. Journal of Marketing Research, 42(2), pp.183-194.
57. Kumaravel, V. and Kandasamy, C. (2012). To What Extent the Brand Image
Influence Consumers' Purchase Decision On Durable Products. Romanian Journal of
Marketing, (1), pp.34-38.
58. Kwun, D. and Oh, H. (2007). Consumers’ evaluation of brand portfolios.
International Journal of Hospitality Management, 26(1), pp.81-97.
59. Laczniak, R. and Muehling, D. (1993). The Relationship between Experimental
Manipulations and Tests of Theory in an Advertising Message Involvement
Context. Journal of Advertising, 22(3), pp.59-74.
60. Lane, V. and Jacobson, R. (1995). Stock Market Reactions to Brand Extension
Announcements: The Effects of Brand Attitude and Familiarity. Journal of
Marketing, 59(1), p.63.
61. Laroche, M., Kim, C. and Zhou, L. (1996). Brand familiarity and confidence as
determinants of purchase intention: An empirical test in a multiple brand context.
Journal of Business Research, 37(2), pp.115-120.
62. Laurent, G. and Kapferer, J. (1985). Measuring Consumer Involvement Profiles.
Journal of Marketing Research, 22(1), p.41.
63. Liao, J. and Wang, L. (2009). Face as a mediator of the relationship between material
value and brand consciousness. Psychology and Marketing, 26(11), pp.987-1001.
64. Loken, B. and John, D. (1993). Diluting Brand Beliefs: When Do Brand Extensions
Have a Negative Impact? Journal of Marketing, 57(3), p.71.
65. Lye, A., Venkateswarlu, P. and Barrett, J. (2001). Brand Extensions: Prestige Brand
Effects. Australasian Marketing Journal (AMJ), 9(2), pp.53-65.
66. Magnoni, F. and Roux, E. (2008). STRETCHING THE BRAND DOWN: DOES
IT AFFECT CONSUMER-BRAND RELATIONSHIP?
67. Martínez Salinas, E. and Pina Pérez, J. (2009). Modeling the brand extensions' influence on brand image. Journal of Business Research, 62(1), pp.50-60.
68. Martínez, E. and de Chernatony, L. (2004). The effect of brand extension strategies upon brand image. Journal of Consumer Marketing, 21(1), pp.39-50.
69. Meyvis, T. and Janiszewski, C. (2004). When Are Broader Brands Stronger Brands? An Accessibility Perspective on the Success of Brand Extensions. Journal of Consumer Research, 31(2), pp.346-357.
70. Milberg, S., Goodstein, R., Sinn, F., Cuneo, A. and Epstein, L. (2013). Call back the jury: Reinvestigating the effects of fit and parent brand quality in determining brand extension success. Journal of Marketing Management, 29(3-4), pp.374-390.
71. Milberg, S., Whan Park, C. and McCarthy, M. (1997). Managing Negative Feedback Effects Associated with Brand Extensions: The Impact of Alternative Branding Strategies. Journal of Consumer Psychology, 6(2), pp.119-140.
72. Moschis, G. and Churchill, G. (1978). Consumer Socialization: A Theoretical and Empirical Analysis. Journal of Marketing Research, 15(4), p.599.
73. Muehling, D. and Laczniak, R. (1988). Advertising's Immediate and Delayed 59
Influence on Brand Attitudes: Considerations across Message-Involvement Levels.
Journal of Advertising, 17(4), pp.23-34.
74. Nueno, J. and Quelch, J. (1998). The mass marketing of luxury. Business Horizons,
41(6), pp.61-68.
75. Okonkwo,U.(2007).Luxuryfashionbranding.Basingstoke:PalgraveMacmillan.
76. Park, C. and Young, S. (1986). Consumer Response to Television Commercials: The
Impact of Involvement and Background Music on Brand Attitude Formation.
Journal of Marketing Research, 23(1), p.11.
77. Park, C., Milberg, S. and Lawson, R. (1991). Evaluation of Brand Extensions: The
Role of Product Feature Similarity and Brand Concept Consistency. Journal of
Consumer Research, 18(2), p.185.
78. Petty, R. and Krosnick, J. (2014). Attitude Strength. Hoboken: Taylor and Francis.
79. Petty, R., Cacioppo, J. and Goldman, R. (1981). Personal Involvement as a
Determinant of Argument-Based Persuasion. Journal of Personality and Social
Psychology, 41(5), pp.847-855.
80. Phau, I. and Prendergast, G. (2000). Consuming luxury brands: The relevance of
the ‘Rarity Principle’. Journal of Brand Management, 8(2), pp.122-138.
81. Pierrecardin.com. (n.d.). Festival de Lacoste 2018 | Pierre Cardin. [online] Available at:
https://pierrecardin.com/Festival+de+Lacoste+2018-cl74-en
82. Pina, J., Martinez, E., de Chernatony, L. and Drury, S. (2006). The effect of service
brand extensions on corporate image. European Journal of Marketing, 40(1/2), pp.174-
197.
83. Porter, S. and Claycomb, C. (1997). The influence of brand recognition on retail
store image. Journal of Product & Brand Management, 6(6), pp.373-387.
84. Prendergast, G. and Wong, C. (2003). Parental influence on the purchase of luxury
brands of infant apparel: an exploratory study in Hong Kong. Journal of Consumer
Marketing, 20(2), pp.157-169.
85. Priester, J., Nayakankuppam, D., Fleming, M. and Godek, J. (2004). The
A2SC2Model: The Influence of Attitudes and Attitude Strength on Consideration
and Choice. Journal of Consumer Research, 30(4), pp.574-587.
86. Ralphlauren.com.(n.d.).RalphLaurenUK:TheOfficialRalphLaurenOnlineShop.
[online] Available at: https://www.ralphlauren.com
87. Rassuli, K. and Hollander, S. (1986). Desire-Induced, Innate, Insatiable? Journal of
Macromarketing, 6(2), pp.4-24.
88. Reddy, M., Terblanche, N., Pitt, L. and Parent, M. (2009). How far can luxury
brands travel? Avoiding the pitfalls of luxury brand extension. Business Horizons,
52(2), pp.187-197.
89. Reyneke, M., Sorokáčová, A. and Pitt, L. (2011). Managing brands in times of
economic downturn: How do luxury brands fare? Journal of Brand Management, 19(6),
pp.457-466.
90. Richins, M. and Dawson, S. (1992). A Consumer Values Orientation for Materialism
and Its Measurement: Scale Development and Validation. Journal of Consumer
Research, 19(3), p.303.
91. Robertson,T.(1976).Low-commitmentconsumerbehavior.JournalofAdvertising
Research, 16(2), pp.19-24.
92. Roux, E. (1991). Comment se positionnent les marques de luxe. Revue Française du
Marketing, 132/133(2-3), pp.111-118.
93. Roux, E. (1995). Consumer Evaluation of Luxury Brand Extensions. In: EMAC.
94. Roux, E. and Floch, J. (1996). GÉRER L'INGÉRABLE: La contradiction interne
de toute maison de luxe. Décisions Marketing, 9, pp.15-23.
95. Rucker, D. and Galinsky, A. (2009). Conspicuous consumption versus utilitarian
ideals: How different levels of power shape consumer behavior. Journal of
Experimental Social Psychology, 45(3), pp.549-555.
96. Sheinin, D. and Schmitt, B. (1994). Extending brands with new product concepts:
The role of category attribute congruity, brand affect, and brand breadth. Journal of
Business Research, 31(1), pp.1-10.
97. Silverstein, M. and Fiske, N. (2003). Luxury for the masses. Harvard Business Review,
81(4), pp.48-57,121.
98. Smith, D. and Park, C. (1992). The Effects of Brand Extensions on Market Share
and Advertising Efficiency. Journal of Marketing Research, 29(3), p.296.
99. Steenkamp, J. (1990). Conceptual model of the quality perception process. Journal of
Business Research, 21(4), pp.309-333.
100. Stegemann, N. (2006). Unique brand extension challenges for luxury brands. Journal
of Business and Economics Research, 4(10), pp.57-68.
101. Tatzel, M. (2003). The Art of Buying: Coming to Terms with Money and
Materialism. Journal of Happiness Studies, 4(4), pp.405-435.
102. Tauber, E. (1981). Brand franchise extension: New product benefits from existing
Brand Names. Business Horizons, 24(2), pp.36-41.
103. Tauber, E. (1988). Brand Leverage: Strategy for Growth in a Cost-control World.
Journal of Advertising Research, 28(4), pp.26-30.
104. Thakor, M. and Katsanis, L. (1997). A Model of Brand and Country Effects on
Quality Dimensions. Journal of International Consumer Marketing, 9(3), pp.79-100.
105. Thomas, D. (2008). Deluxe. New York: Penguin Books.
106. Thomas, T. (2008). Questionable luxury taxes: results from a mating game.
107. Tiffany.com. (n.d.). Tiffany & Co. Official | Luxury Jewelry, Gifts & Accessories Since
1837. [online] Available at: https://www.tiffany.com
108. Van Kempen, L. (2007). Status consumption and ethnicity in Bolivia: evidence from
durables ownership. International Journal of Consumer Studies, 31(1).
109. Versace. (n.d.). Versace Home Collection – Homeware | Official Website. [online] Available
at: https://www.versace.com/international/en/home-collection/
110. Vigneron, F. and Johnson, L. (2004). Measuring perceptions of brand luxury. Journal
of Brand Management, 11(6), pp.484-506.
111. Völckner, F., Sattler, H. and Kaufmann, G. (2007). Image feedback effects of brand
extensions: Evidence from a longitudinal field study. Marketing Letters, 19(2), pp.109-
124.
112. Vukasovič, T. (2012). Searching for competitive advantage with the brand extension
process. Journal of Product & Brand Management, 21(7), pp.492-498.
113. Wiedmann, K., Hennigs, N. and Siebels, A. (2009). Value-based segmentation of
luxury consumption behavior. Psychology and Marketing, 26(7), pp.625-651.
114. WILKIE, J. (1993). CHANGES IN U.S. MEN'S ATTITUDES TOWARD THE
FAMILY PROVIDER ROLE, 1972-1989. Gender & Society, 7(2), pp.261-279.
115. Zaichkowsky, J. (1985). Measuring the Involvement Construct. Journal of Consumer
Research, 12(3), p.341.
116. Zimmer, M. and Bhat, S. (2004). The reciprocal effects of extension quality and fit
on parent brand attitude. Journal of Product & Brand Management, 13(1), pp.37-46.