冯林燕,王新新,何云春

• 1:安徽财经大学工商管理学院
• 2:上海财经大学国际工商管理学院
• 3:安徽工贸职业技术学院

摘要(Abstract)：

中国奢侈品市场近年来迅速扩大,却鲜有得到世界认可的本土奢侈品品牌。本文通过对国内外最近几年的奢侈品品牌相关研究进行梳理,辨析了奢侈、奢侈品和奢侈品品牌概念,从顾客感知的视角分析了奢侈品品牌价值的构成及其影响因素,探讨了奢侈品品牌的塑造、品牌忠诚及品牌长期管理等主题,并指出了现有研究的局限和未来研究的方向,希望能够为中国本土奢侈品品牌的构建提供借鉴,并为后续研究提供启示。

关键词(KeyWords)： 奢侈品;奢侈品品牌;品牌忠诚;品牌延伸

Abstract:

Keywords:

基金项目(Foundation): 国家自然科学基金资助项目(71172145);; 国家社会科学基金青年资助项目(12CGL044);; 安徽省教育厅人文社科项目(SK2012B072);; 安徽财经大学校级课题

作者(Author): 冯林燕,王新新,何云春

DOI: 10.16538/j.cnki.fem.2015.01.007

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