本研究主要探討企業進行品牌延伸時，是透過原品牌對消費者延伸產品認知的途徑，或是由消費者對原品牌情感移轉至延伸產品情感的途徑，來影響消費者的購買意願，另外，驗證產品種類契合度以及品牌形象契合度是否會影響消費者對延伸產品的認知及情感，以及比較理性與感性消費者在認知途徑和情感途徑上是否會有差異。
研究對象是義守大學企業管理系及管理研究所的學生，以問卷調查方式進行，採用SPSS10.0及 LISREL8.30進行資料統計分析及研究假說之驗證。本研究根據結構模式分析（SEM）之結果，可歸納如下：
一、原品牌的聯想形象、情感、產品種類契合度對於延伸產品的認知、情感皆會有顯著性的影響；消費者透過認知途徑形成情感對購買意願產生影響，在部分品牌有顯著性影響；消費者透過情感途徑對購買意願產生影響，在所有品牌延伸中皆有顯著性影響。
二、象徵性品牌在延伸效果上皆比功能性品牌的延伸效果佳。
三、理性型消費者在「功能性」品牌中，較重視原品牌對延伸產品認知的影響；在「象徵性」品牌中，則較重視原品牌情感對延伸產品情感的影響。
四、感性型消費者在各品牌中，皆較重視原品牌情感對延伸產品情感的影響。
由於消費者對於跨類別的品牌延伸，仍會重視對原品牌的印象，因此品牌經理人必須重視消費者對於原品牌聯想形象、原品牌情感、產品種類契合度對於延伸產品的影響，以及重視消費者特質不同可能產生的差異。

In this study, we attempt to discover the path of consumer evaluation of brand extensions. After related paper review, we investigate the effects of “cognition structure” and “emotion of the parent brand” on the consumers’ purchase intention. In addition, we examine whether the product category similarity, and the brand image fit would influence the consumers’ cognitive structure and the affect of extension products, and moreover we compare the differences between of the rational consumers and the emotional ones.
The objects of our study were the undergraduate and graduate students of I-Shou University. After the questionnaires were collected, we used SPSS10.0 and LISREL8.30 to analyze the data and examine the hypotheses. According to the SEM, the results are summarized as follow:
1.The “product category similarity”, “brand-associated image” and “emotion of the parent brand” have significant effects on the consumers’ cognition and affect of extension products.
2.The symbolic brand results in better consumers’ evaluation of the extension than the functional brand.
3.For a rational consumer, the cognitive effects of the parent brand on the extension products are significant in the functional brand, but the affect effects of the parent brand on the extension products are significant in the symbolic brand.
4.For an emotional consumer, the affect effects of extension products are significant in all kinds of brands.
The impression from the parent brand influences the consumers’ attitude of the extension products even in a different product category extension. The brand managers should notice the effects of the brand-associated image, the emotion of the parent brand, and the product category similarity on the consumers’ minds of the extension product. Also we must understand the different consumers’ characteristics results in different extension effects.

圖目錄………………………………….…………………………………….Ⅱ
表目錄………………………………………………………………………..Ⅲ
第一章 緒論
第一節 研究背景與動機…………………………………………1
第二節 研究目的…………………………………………………3
第三節 研究範圍…………………………………………………4
第四節 研究流程…………………………………………………5
第二章 文獻探討
第一節 品牌延伸…………………………………………………6
第二節 品牌聯想形象…………………………………………..10
第三節 知覺契合度……………………………………………..14
第四節 消費者態度與特質……………………………………..17
第三章 研究方法
第一節 研究架構………………………………………………..22
第二節 研究變數之操作型定義………………………………..23
第三節 研究假說………………………………………………..28
第四節 實驗設計………………………………………………..31
第五節 資料分析方法…………………………………………..42
第四章 資料分析與研究結果
第一節 樣本結構………………………………………………..45
第二節 樣本資料分析…………………………………………..48
第三節 不同消費者特質之樣本資料分析……………………..61
第五章 結論與建議
第一節 結論……………………………………………………..67
第二節 建議……………………………………………………..70
第三節 研究限制………………………………………………..71
參考文獻
中文………………………...……………………………….…....72
英文………………………...……………………………….…....72
附錄
附錄一………………………...……………………………….…79
附錄二………………………...……………………………….…93
圖 目 錄
圖1.1 研究流程圖……………………………………………….……………5
圖2.1 整合性溝通效果模式…………………………………………….…...19
圖3.1 研究架構圖……………………………………………………………22
表 目 錄
表3.1潛在變數與衡量問項…………………………………………………27
表3.2抽取之樣本數…………………………………………………………31
表3.3前測一抽樣之男女比例………………………………………………33
表3.4受測者對各品牌熟悉程度之分數……………………………………33
表3.5耐久財品牌屬性項目之分數…………………………………………33
表3.6非耐久財品牌屬性項目之分數………………………………………34
表3.7原品牌之分類…………………………………………………………34
表3.8功能性品牌屬性分數…………………………………………………35
表3.9象徵性品牌屬性分數…………………………………………………35
表3.10前測二抽樣之男女比例……………………………………..………36
表3.11耐久性延伸產品之平均數………………………………..…………37
表3.12非耐久性延伸產品之平均數…………………………..……………37
表3.13原品牌與延伸產品種類契合度之差異………………..……………37
表3.14消費者感性與理性測度之問項………………..……………………41
表4.1有效樣本之性別百分比………………………………………………45
表4.2有效樣本之年級百分比………………………………………………45
表4.3購買手機消費者特質百分比…………………………………………46
表4.4購買沐浴乳消費者特質百分比………………………………………46
表4.5購買手機男/女消費者特質百分比………..……………………….…46
表4.6購買沐浴乳男/女消費者特質百分比…...……………………………47
表4.7消費者對原品牌的熟悉程度…………………………………………47
表4.8消費者對延伸產品的熟悉程度………………………………………47
表4.9內生變數構面問項之信度分析………………………………………48
表4.10內生變數間之相關係數………………….………….………………49
表4.11所有品牌延伸之模式配適度評鑑結果…..…………………………50
表4.12所有品牌延伸之結構模式………..…………………………………51
表4.13結合所有品牌之假設檢定結果…………..…………………………52
表4.14各品牌延伸之模式配適度評鑑結果…..……………………………53
表4.15個別品牌之結構模式…..……………………………………………54
表4.16個別品牌之假設檢定結果…………..………………………………55
表4.17耐久財延伸產品之結構模式………...…………………….………..56
表4.18勞力士與帥奇各構面之平均數……………………………………..57
表4.19非耐久財延伸產品之結構模式……………………………………..59
表4.20佐丹奴與香奈兒各構面之平均數……………………….………….60
表4.21理性消費者個別品牌之結構模式………………….……………….61
表4.22理性型消費者個別品牌之研究檢定結果…………………………..62
表4.23感性消費者個別品牌之結構模式…………………………………..63
表4.24感性型消費者個別品牌之研究檢定結果…………………………..64
表4.25「理性型」與「感性型」消費者在認知與情感的比較…………...65

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