從業者的角度，如何客觀測量品牌價值、找出可能影響品牌價值的因素，實屬一項重要的課題。從知覺品牌奢侈與品牌個性可用來幫助衡量品牌價值，透過品牌個性的塑造、知覺品牌奢侈的提升，能使產品有異於競爭對手增進品牌價值；然而，企業欲塑造品牌奢侈的知覺，可能會因為品牌個性、產品涉入程度和消費者生活型態的差異，而有不同的解讀。因此，本研究冀望藉由品牌個性、產品涉入程度、消費者生活型態對知覺品牌奢侈的認知與差異性之探討，使知覺品牌奢侈的理論更為完整，並提供企業進行行銷時的參考依據。
本研究的研究分別以相關分析檢定品牌個性、產品涉入程度、消費者生活型態與知覺品牌奢侈的關聯性，再將產品涉入程度與消費者生活型態進行分群，以變異數分析檢定不同產品涉入程度與不同消費者生活型態於知覺品牌奢侈的差異性。本研究運用學生樣本，有效問卷共有312份。
研究結果發現，(1)產品涉入程度傾向於產品愉悅性或產品重要性時對於知覺品牌奢侈中的知覺獨特、知覺愉悅、知覺延伸自我有高度正相關。(2)品牌個性傾向於個性活力時對知覺品牌奢侈中的知覺愉悅、知覺延伸自我有高度正相關；品牌個性傾向於個性智慧對知覺品牌奢侈中的知覺愉悅、知覺延伸自我有高度正相關；品牌個性傾向於個性高尚時對知覺品牌奢侈中的知覺品質有高度正相關。(3)消費者生活型態傾向於自我紀律時對知覺品牌奢侈中的知覺愉悅、知覺延伸自我有高度正相關；消費者生活型態傾向於婚姻意願時對知覺品牌奢侈中的知覺炫燿性有高度正相關；消費者生活型態傾向於關愛家庭時對知覺品牌奢侈中的知覺品質有高度正相關。(4)高產品涉入群較能感受到知覺品牌奢侈中的知覺炫燿性、知覺獨特、知覺愉悅、知覺延伸自我的成分。(5)規律守分族群的消費者較能感受到知覺品牌奢侈中知覺炫燿性、知覺獨特、知覺延伸自我的成分；逍遙自在族的消費者較能感受到知覺品牌奢侈的成分。最後並根據研究發現，提出相關的建議提供業者擬定行銷策略時的參考。

The practitioner's view, how survey the brand value objectively, possibly discovers to affect the brand value the factor, the reality is an important topic. Perception of brand luxury with the brand personality available helps the weight brand value, penetration brand personality mold, perception of brand luxurious promotion, can cause the product to be different with the competitor, then promotes the brand value. However, the enterprise wants to mold the perception of brand luxury, possibly can because the brand personality, the product involvement and the consumer life style, but has the different explanation. Therefore, this research hopes because of the brand personality, the product involvement, the consumer life style to the perception of brand luxury and the different discussion, causes the perception of brand luxury theory to be more complete, and provides the enterprise carries on when the marketing the reference.
This research research respectively by the correlation analysis examination brand personality, the product involvement, the consumer life style and the perception of brand luxury relatedness, again involvement and the consumer life style to carry on hives off, involvement and the different degree by the variance analysis examination different consumer life style in the perception of brand luxury difference. This research effective questionnaire altogether has 312.
The result discover that (1)when product invovement tend to product importance or Product cheerful, the relationship with uniqueness , hedonism and extended self are highly positive; (2) when brand personality tend to energe, the relationship with hedonism and extended self are highly positive; when brand personality tend to intellegence, the relationship with hedonism and extended self are highly positive; when brand personality tend to noble, the relationship with quality are highly positive; (3)when consumer life style tend to Self-discipline, the relationship with hedonism and extended self are highly positive; when consumer life style tend to Marital wish, the relationship with conspicuousness are highly positive; when consumer life style tend toconcern the family, the relationship with quality are highly positive; (4) The high product involvement into the group to be able to feel the consciousness, uniquely, cheerful, and extended self; (5)The rule well-behaved tribal grouping tribal group's consumers can feel the consciousness, uniquely, extended self; The free and unrestrained race's consumers can feel the consciousness. Finally and acts according to the research discovery, proposed the correlation suggestion provides the entrepreneur draws up when the marketing strategy the reference.

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二、中文部分
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