The role of perceived value in vertical brand extensions of luxury and premium brands

被引：61
|
作者：
Riley, Francesca Dall'Olmo [1 ]
Pina, Jose M. [2 ,3 ]
Bravo, Rafael [2 ,3 ]
机构：
[1] Univ Kingston, Sch Business, Strategy Mkt & Innovat, Kingston Hill, Kingston Upon Thames KT2 7LB, Surrey, England
[2] Univ Zaragoza, Dept Econ, E-50009 Zaragoza, Spain
[3] Univ Zaragoza, Direcc Empresas, E-50009 Zaragoza, Spain
来源：
JOURNAL OF MARKETING MANAGEMENT | 2015年 / 31卷 / 7-8期
关键词：
perceived value; vertical brand extension; mediating variable; SEM-PLS; purchase intention; luxury brand; LINE EXTENSIONS; CONSUMER RESPONSES; EXTENDING BRANDS; MODERATING ROLE; PRODUCT; PRICE; IMPACT; PERCEPTIONS; MODEL; IMAGE;
D O I：
10.1080/0267257X.2014.995692
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
This study examines the role of perceived value in the relationship between brand attitude, perceived fit, extension attitude and consumers' purchase intention of downscale vertical extensions of luxury and premium brands in two product categories: cars and shoes. Results from 236 individuals with different income levels show that extension attitude is positively related to purchase intention both directly and indirectly, via the perceived value of the extension; the latter is more strongly correlated than extension attitude to consumers' purchase intention. Brand attitude is also positively associated with perceived value. Overall, perceived value partially mediates the relationships of brand attitude and of extension attitude with purchase intention. The product category affects the strength of some of the relationships in the model, including the role of fit.
引用
收藏
页码：881 / 913
页数：33
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