This research was carried out from the perspective of downward price-based brand extensions with the aim to discover its effects on customer perceptions regarding luxury brands and brand extensions and consequences on buying intention and luxury brand loyalty. The conceptual framework is based on both previous qualitative and quantitative research. A five factors model is tested in a judgemental sample of 158 premium luxury brands consumers using Partial Least Squares (PLS). Findings confirm that extension in new segments could negatively affect the brand concept perception of the parent luxury brand. These results indicate that (a) the brand concept consistency is affected by down-price brand extension, (b) due to brand concept changes then brand personality also changes, (c) this variations affect the fit between brand personality and consumer self-image and, (d), as a consequence, the purchase intention and brand loyalty are affected in a negative way. From a managerial point of view, this type of brand extension can be less positive than expected, generating negative effects against the extension and the parent brand itself. This work contributes to rethink the use of downward price-based brand extensions as an strategic alternative for brand managers.

本研究从基于向下价格的品牌延伸的角度进行，旨在发现其对客户对奢侈品牌和品牌延伸的看法的影响，以及对购买意愿和奢侈品牌忠诚度的影响。概念框架基于先前的定性和定量研究。使用偏最小二乘法 (PLS) 在 158 个高端奢侈品牌消费者的判断样本中测试了一个五因素模型。调查结果证实，新细分市场的扩展可能会对母奢侈品牌的品牌概念感知产生负面影响。这些结果表明（a）品牌概念的一致性受降价品牌延伸的影响，（b）由于品牌概念的变化，品牌个性也会发生变化，(c) 这种变化会影响品牌个性和消费者自我形象之间的契合度，(d) 因此，购买意愿和品牌忠诚度会受到负面影响。从管理的角度来看，这种类型的品牌延伸可能不如预期的积极，对延伸和母品牌本身产生负面影响。这项工作有助于重新考虑使用基于价格的品牌扩展作为品牌经理的战略选择。