本研究探討正向心情如何影響消費者品牌延伸的評價，並整合心情對相似性及評價判斷效果之品牌延伸研究。實證結果顯示在窄品牌下，正向心情主要提昇核心品牌中距延伸的延伸評價(相對於近距延伸與遠距延伸)；在寬品牌下，正向心情主要提昇核心品牌遠距延伸的延伸評價(相對於近距延伸與中距延伸)；並發現正向心情對延伸評價的影響過程中，核心品牌及其延伸間所知覺的相似性以及公司推出延伸產品的能力扮演中介角色。

This research examines how positive mood influences consumer evaluations of brand extensions in varied brand breadth cases. Previous researches have found that the effect of mood on similarity and evaluative judgments influence brand extensions. Findings show that the facilitating influences of positive mood on perceived similarity, perceived competency, and brand extension evaluations are the greatest for moderate extensions than for either near or far extensions with a narrow brand. Moreover, the facilitating influence of positive mood on perceived similarity, perceived competency, and brand extension evaluations are the greatest for far extensions than for either near or moderate extensions with a broad brand. In both conditions of brand breadth, the results are showing that both perceived similarity and perceived competency strongly mediate mood's influence on extension evaluations. Instead of influencing evaluations directly, similarity is more important because it provides a basis for inferring competency that, in turn, determines extension evaluations. Implications of these findings for managers and suggestions for further research are presented.

CONTENTS
ABSTRACT IN CHINESE………………………………………………………... i
ABSTRACT IN ENGLISH……………………………………………………….. ii
ACKNOWLEDGEMENTS…………………………………………………………iii
CONTENTS……………………………………………………….………………. iv
LIST OF TABLES………….…………………………………………………… vi
LIST OF FIGURES……………………………………………………….………. viii
Chapter……………………………………………………….………………….. Page
I. INTRODUCTION…………………………………………………….… 1
Research Motives…….……………………………………….………... 1
Research Objectives………………………………………………..… 3
Study Organization……….……………………………………………… 3
II. LITERATURE REVIEW………………………………………………… 5
The Basic Concept of Mood and Its Manipulation………………………. 5
Definitions of Mood…………………………………………..………. 5
The Influence of Positive Mood on Evaluative Judgments…..…..…… 5
Types of Mood Manipulations………………….…..…..……………… 7
The Basic Concept of Brand and Brand Extension………..……………… 7
Definition of Brand…………………………………………………….. 7
Definition of Brand Extension……………..….…………………. 8
Types of Brand Extensions……………………………………….…... 8
Factors Affecting Brand Extensions……….………………………… 10
Original Brand Attitude………..…..…………………………….. 10
Brand Breadth……………………………………………….…… 11
Fit or Similarity Between Original Brand and Extension Product…11
Perceived Competency…………………………………………... 14
Perceived Quality…………..………………………………….… 14
Brand Strength and the Number of Products……….……………. 15
Brand Utility…………….…………………………………...… 15
Brand Association……………………………………………….. 15
Effects of the Intervening Extension…...………………………... 16
The Influence of Mood on Brand Extension …………………………….…. 16
III. RESEARCH METHODOLOGY…………………………………………... 17
Conceptual Framework……………………………………………….. 17
Research Hypotheses………………………………………………….. 18
Conceptual Definitions and Measurements of Variables………………… 19
Pretest………………………………………………………...…………… 22
Main Research…………………………………………………………... 22
IV. DATA ANALYSIS………………………………………………………….. 24
Reliability……………………..…………………………………………... 24
Homogeneity of Variance Analyses……………………..……………….…..25
Manipulation Checks…………………………………………….……….…26
Mood……………………………………………………………………. 26
Brand Breadth……………………………………………….………….. 27
Extension Type…………………….…………………………………......28
Core Brand Attitude Induction………………………………………......29
Hypothesis Tests………………....………………………………………..….29
Three-way Interaction Tests…………………………………………..….29
Simple Interaction Test─ With a Narrow Brand…..……..……………. 31
Simple Simple Main Effect Tests………………………………………...33
Simple Interaction Test─ With a Broad Brand…………………………39
Simple Simple Main Effect Tests………………………………………...41
Mediational Analyses ……………………………………………………47
Summary of Hypothesis Tests…………………………………………...53
V. CONCLUSIONS AND SUGGESTIONS………………………………….. 54
Conclusions…………………………………………………………… 54
Managerial Implications………………………………………………. 55
Research Limitations and Suggestions for Future Research……………… 56
BIBLIOGRAPHY…………………………………………………………….. 57
APPENDIX……………………………………………………………….…. 61
VITA……………………………………………………………………………….... 69

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