由於品牌延用策略已成為當代行銷領域的一大競爭利器，且消費社會化此一概念亦指出孩提時期的品牌偏好會影響消費者日後的購買決策，繼之以卡通人物作為產品代言人的的廣泛應用在市場上屢建奇功。因此本研究將探討成人與兒童對於品牌沿用評價之差異，以及卡通人物對於兒童品牌沿用評價之影響。本研究結果不但發現成人與兒童對於品牌沿用評價的確存在顯著差異，且使用兒童所喜歡的卡通人物作為產品代言人將對品牌沿用效果大有裨益。

In today's competitive battleground, the concept of brand extension has been proven to be an important strategy for marketers. Moreover, because the long-term relationships between the brand and consumers can be formed in the early stage of consumer socialization, thus figuring out the significant factor of children’s attitude toward brand extension is of great urgency. Especially, it is also important to investigate the significant role of product spokesperson played by cartoon trade character in brand extension evaluation.

In the present research, we will focus on the issue of the brand extension. In study one; this study will explore the differences of brand extension evaluation between children and adults. In study two, the influence of the cartoon trade character on children’ attitude and preference toward extension is discussed. Finally, our attention will be given to how further children’s brand extension evaluation affected by the favor of cartoon character.

According to the results of the studies, we have indicated that it makes great difference between children and adults’ brand extension evaluation. Furthermore, by using cartoon character especially children like as the product spokesperson for introducing new products in children’ market has been valid.

Chapter One Introduction
Chapter Two Conceptual Background
2.1. Brand Extension Evaluation
2.1.1. Brand Extension
2.1.2. Brand Extension Evaluation
2.2. The Difference of Brand Extension Evaluation between Children and Adults
2.2.1. Children's Brand Extension Evaluation
2.3. The Influence of the Cartoon Trade Character on Children’s Brand Extension Evaluation
2.3.1. Cartoon Trade character
2.3.2. The Influence of the Cartoon Trade Character on Children’s Brand Extension Evaluation
Chapter Three Method
3.1. Sample and data collection
3.2. Procedure
3.2.1. Pretests
3.2.2. Study One
3.2.3. Study Two
Chapter Four Analysis
4.1. Reliability and Validity
4.1.1. Factor Analysis
4.1.2. Reliability
4.1.3. Validity
4.2. Hypothesis Tests
4.2.1. Study One
4.2.2. Study Two
Chapter Five Discussion and Managerial Implication
5.1. Conclusion
5.2. Managerial Implication
5.3. Limitations and Future Research
5.3.1. Limitations
5.3.2. Future Research
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