The Consumers’ Perception on Brand Extension of Luxury Brand to Cafe Shops

Abstract

SUMMARY Nowadays it is common for diversification Strategy of diversification can be decentralized market increased revenue and attract young people including many well-known brands of fashion and make-up have extended their business to caf? and catering For example Agn?s b CAF?、L'OCCITANE Caf? and Kiehl's coffee house are the examples of brand cross-border business and we can also see these brands’ shops in Taiwan However due to depressed of the global economic rise of e-commerce and the consumption behavior has changed drastically which the luxury industry has already extended their business to catering as well such as Gucci Caf? and Herm?s caf? and so on; the luxury industry wants to shortens the distance between consumers The purpose of this study to explore the influence of brand image (functional、symbolic and experience brand image) on opinion to catering extension; the influence of involvement on opinion to catering extension and moderation of materialism between involvement and opinion to brand extension The methodology of the study be used web-based questionnaires at the end we got 211 samples who have experiences on luxury consumption before and do regression analysis to test the affect of different dimensions in consumption values The results are as below: 1 Symbolic and experience brand image both bear significant influence on evaluation of extended products 2 Involvement bear significant influence on evaluation of extended products 3 Materialism doesn’t exert a positive moderation effect on the relation between involvement and customers’ evaluation of extended products

Date of Award	2020
Original language	English
Supervisor	Shao-Chi Chang (Supervisor)