本研究旨於探討當品牌進行延伸時，母品牌對新品牌之背書效果，以及新品牌對母品牌之回饋效果兩者影響方向為何，並檢驗其是否對品牌組合命名決策具顯著性影響。此外，本研究也探討品牌形象之國家形象、企業形象和產品形象等三構面，是否對品牌命名決策具顯著性干擾作用。
本研究選擇兼具製造業與服務業性質之餐飲品牌做為研究標的，根據品牌特性挑選具備台灣國家形象之鬍鬚張魯肉飯，以及具備良好企業形象之王品牛排作為研究個案，並分別為兩品牌設計價位向上與價位向下之不同延伸情境。
研究方式採用網路問卷調查，總計回收330份有效問卷，以統計軟體SPSS進行後續實證分析。
根據結論數據顯示，當品牌向下延伸時，母品牌對新品牌之背書效果為正，新品牌對母品牌之回饋效果為負；而當品牌向上延伸時，背書效果與回饋效果兩者皆為正向。
此外，研究結果也發現當餐飲品牌進行延伸時，消費者對統一式品牌命名策略具有最大好感。僅以此研究結論供日後實務界操作使用，或提供給後續研究者作為參考之用。

The aim of this research is to investigate how the endorsed-effect and the feedback-effect of brand extensions influence branding strategy. The endorsed-effect flows from the parent brand to the new brand, whereas the feedback-effect flows from the new brand back to the parent brand. Furthermore, this research also discusses the modulated effect of country, corporate, and product image on branding strategy.
The research setting is in the Taiwan food service industry, using two well-known brands; Formosa Chang, well known for its use of country branding, and Wang Steak for its corporate branding. Using these two brands, a simulation of two upward and downward extension scenarios for each brand were conducted.
The research methodology used SPSS process analyses of 330 completed questionnaires. Based on the analyses, the endorsed-effect of downward extension is positive, and the feedback-effect is negative. Both the endorsed-effect and feedback-effect of upward extension are positive.
In addition, the research also found that consumers favor a monolithic branding strategy the most.

口試委員會審定書 i
致謝 ii
摘要 iii
Abstract iv
目錄 v
圖目錄 ix
表目錄 x
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 2
第三節 研究流程 3
第二章 文獻探討 4
第一節 品牌 4
一、 品牌之定義 4
二、 品牌之構成 5
第二節 品牌形象 6
一、 產品形象 7
二、 企業形象 8
三、 國家形象 9
第三節 品牌延伸 9
一、 垂直品牌延伸策略 11
二、 水平品牌延伸策略 11
第四節 品牌延伸命名策略 15
一、 企業品牌導向(Corporate dominant) 16
二、 混合品牌導向(Mixed brands) 17
三、 產品品牌導向(Brand dominant) 17
第五節 餐飲業概要 17
一、 餐飲業之定義 17
二、 餐飲業之特性 18
三、 餐飲業之消費者行為 20
第三章 研究方法與架構 21
第一節 研究架構 21
第二節 名詞操作性定義 21
一、 品牌延伸 21
二、 品牌形象 21
三、 品牌命名策略 22
第三節 衡量工具度量與效度信度分析 22
一、 度量方式 22
二、 衡量工具效度與信度分析 23
第四節 研究假說 24
一、 向下延伸品牌(downward brand extension) 24
二、 向上延伸品牌(upward brand extension) 25
第五節 研究樣本 29
第六節 資料分析方法 31
一、 敘述性統計分析(Descriptive Statistics Analysis)： 31
二、 信度分析(Reliability Analysis) 31
三、 因素分析(Factor Analysis) 32
四、 群集分析(Cluster Analysis) 32
五、 單因子變異數分析(One-Way ANOVA) 32
六、 獨立樣本t檢定(t-test) 32
七、 多元迴歸分析(Multiple Regression Analysis) 33
第四章 實證分析結果 35
第一節 研究構面敘述性統計分析 35
一、 品牌知識 35
二、 品牌形象 36
三、 品牌延伸情境 37
四、 消費者行為 39
第三節 因素分析與群集分析 43
一、 因素分析 43
二、 群集分析 45
第四節 樣本t檢定 46
一、 統一式品牌命名策略 46
二、 背書式品牌命名策略 47
三、 獨立式品牌命名策略 47
第五節 單因子變異數分析 48
一、 品牌命名策略對品牌延伸之影響 48
二、 國家形象與企業形象對品牌延伸之影響 50
三、 消費者餐飲熟悉程度對品牌延伸之影響 52
四、 消費者餐飲喜好程度對品牌延伸之影響 53
第六節 多元迴歸分析 55
一、 鬍鬚張魯肉飯 56
二、 王品牛排 60
第五章 結論與建議 64
第一節 研究結論 64
第二節 理論意涵 67
一、 品牌延伸之背書效果與回饋效果 67
二、 國家形象與企業形象之干擾效果 68
三、 產品形象之功能導向與聲譽導向 68
四、 消費者之餐飲類型熟悉度與餐飲類型喜好度 68
第三節 研究限制 69
第四節 後續研究建議 70
參考文獻 71
中文參考文獻 71
英文參考文獻 72
附錄 問卷 79

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