Purpose

Grounded in categorization theory, this study examines the impact of luxury parent brand status signaling on brand extension authenticity and consumer attitudes in two international luxury markets.

Design/methodology/approach

Using samples of luxury consumers from France and the United States, the study's hypotheses are tested using confirmatory factor analysis (CFA), structural equation modelling (SEM) and multi-groups comparisons.

Findings

Findings demonstrate that luxury parent brand (PB) status signaling, familiarity and perceived quality impact luxury extension authenticity, and authenticity has a significant effect on consumer attitudes toward the extension. The relationship between PB status signaling and extension authenticity is stronger for French consumers compared to their American counterparts. The effect of luxury PB perceived quality and familiarity on PB status signaling is similar for both American and French consumers. However, the effect of PB familiarity on luxury brand extension authenticity is stronger in France than the United States.

Research limitations/implications

Results provide researchers and managers with insights on how to design marketing programs for luxury line extensions in a cross-national context.

Originality/value

The authors contribute to existing literature examining factors related to the parent brand and the relationship between the parent brand and the extension by examining the effect of PB status signaling and extension authenticity on extension attitudes in two international luxury markets.

中文翻译：

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奢侈品牌地位信号、延伸真实性和契合度对奢侈品牌延伸评价的影响：一项跨国研究

目的

本研究以分类理论为基础，考察了奢侈品母品牌地位信号对两个国际奢侈品市场的品牌延伸真实性和消费者态度的影响。

设计/方法/方法

使用来自法国和美国的奢侈品消费者样本，该研究的假设通过验证性因子分析 (CFA)、结构方程模型 (SEM) 和多组比较进行了检验。

发现

研究结果表明，奢侈品母品牌 (PB) 状态信号、熟悉度和感知质量会影响奢侈品延伸的真实性，而真实性对消费者对延伸的态度有显着影响。与美国消费者相比，法国消费者的 PB 状态信号与扩展真实性之间的关系更强。对于美国和法国消费者来说，奢侈品 PB 感知质量和熟悉度对 PB 状态信号的影响是相似的。然而，PB 熟悉度对奢侈品牌延伸真实性的影响在法国比美国强。

研究限制/影响

结果为研究人员和管理人员提供了有关如何在跨国背景下设计奢侈品线延伸营销计划的见解。

原创性/价值

作者通过研究 PB 状态信号和延伸真实性对两个国际奢侈品市场延伸态度的影响，为现有文献研究与母品牌相关的因素以及母品牌与延伸之间的关系做出了贡献。