上海管理科学2017，Vol.39Issue(6)：45-50,6.
品牌意识对奢侈品购买意愿的影响——品牌熟悉度的调节作用
The Influence of Brand Awareness on the Purchase Intention of Luxury Goods——the Moderating Function of Brand Familiarity
摘要
Abstract
With the improvement of luxury consumption ability and existing ubiquitous counterfeits of international luxury goods in China,the opportunity is provided to the niche customized luxury goods and the luxury goods companies that are looking to enter the Chinese market,which are unfamiliar to most of the consumers.This study explored the interaction effect of brand familiarity and brand consciousness on the luxury goods which are unfamiliar to others.As the results showed,there was an interaction effect between brand familiarity and brand consciousness.High conscious consumers had higher purchase intention than the low ones when the familiarity was high,whereas there was no difference between different conscious consumers when the familiarity was low.关键词
品牌意识/品牌熟悉度/奢侈品Key words
brand consciousness/brand familiarity/luxury goods分类
管理科学引用本文复制引用
杨梦泓,刘尊礼..品牌意识对奢侈品购买意愿的影响——品牌熟悉度的调节作用[J].上海管理科学,2017,39(6):45-50,6.基金项目
上海交通大学博士后科研基金“专利保护、产业集聚与企业创新绩效”(2202012). （2202012）
