Purpose

This article aims to understand the influences surrounding the consumption of fragrances, especially if these products fit as a brand extension of luxury brands. More specifically, it aims at identifying the main reasons behind the process of buying fragrances and the main features associated with the consumption of fragrances.

Design/methodology/approach

This research adopts a qualitative approach in the form of 15 in-depth interviews with consumers of fragrances, seeking to assess attitudes and influences in the consumption of fragrances as a brand extension of luxury brands.

Findings

This research shows that the emotional use of fragrances as a luxury product is much more important than their functionality, the relationship between the studied consumers and fragrances depends on the occasion of consumption (season of the year; day or night) and the aroma and the durability of the aroma is the main decision criterion for the purchase of fragrances. Respondents have also mentioned comfort, elegance and sophistication as attributes to choose a fragrance as a luxury product.

Originality/value

This article adds to the current knowledge on the topics of luxury brand management and buying behaviour by providing a better understanding of attitudes and influences towards the use of fragrances. This research recognizes the importance of a brand extension strategy for luxury brands, especially in the case of fragrances.

中文翻译：

---

香水的奢侈品牌延伸：消费者行为和影响

目的

本文旨在了解围绕香水消费的影响，特别是如果这些产品适合作为奢侈品牌的品牌延伸。更具体地说，它旨在确定购买香水过程背后的主要原因以及与香水消费相关的主要特征。

设计/方法/方法

本研究采用定性方法，对香水消费者进行了 15 次深度访谈，旨在评估作为奢侈品牌品牌延伸的香水消费的态度和影响。

发现

本研究表明，香水作为奢侈品的情感使用远比其功能重要，研究的消费者与香水之间的关系取决于消费场合（一年中的季节；白天或黑夜）以及香气和气味。香味的持久性是购买香水的主要决定标准。受访者还提到舒适、优雅和精致是选择香水作为奢侈品的属性。

原创性/价值

本文通过提供对使用香水的态度和影响的更好理解，增加了当前有关奢侈品牌管理和购买行为主题的知识。这项研究认识到品牌延伸策略对奢侈品牌的重要性，尤其是在香水方面。