本研究中，我們探討在互補效果及形象衝突下，調節契合理論（regulatory fit）如何影響消費者對合併品牌的評價（實驗一）。接者，我們排除”不契合”（non-fit）的狀況並將來源國因素納入考量，調查在相同條件下來源國的組合如何影響消費者對合併品牌的評價（實驗二）。結果顯示當次要品牌使消費者達到契合（fit）狀態時，他們將會對合併品牌產生初步的偏好。接著透過實證推理效果（confirmatory reasoning effect）他們會強化正面的資訊並減弱負面的資訊，因而給予合併品牌顯著高度的評價。另一方面，當主要品牌併購擁有較好來源國形象的次要品牌時，促進焦點（promotion-focused）及預防焦點（prevention-focused）的消費者皆會給予合併品牌高度的評價。然而，當主要品牌併購擁有較差來源國形象的次要品牌時，只有促進焦點的溑費者會給予顯著高度評價，而預防焦點的消費者則不會給予高度的評價。

In this paper, we cited regulatory fit theory to investigate how it influenced consumers’ evaluation toward co-brand under the complementary effect and the image-conflict effect (Study 1). Then, we excluded “non-fit” situation and took country-of-origin into account to investigate how consolidations of country-of-origin influenced consumers’ evaluation toward co-brand under the same conditions (Study 2). The results revealed that consumers would produce initial preferences toward co-brand when the secondary brand made them reach “fit” condition. Then, they strengthened positive factors and discounted negative factors through confirmatory reasoning effect. Accordingly, they put high evaluation toward the co-brand significantly. On the other hand, when the primary brand merged with the secondary brand which had a better country-of-origin image, the co-brand would be highly evaluated for both promotion-focused and prevention-focused consumers. However, when the primary brand merged with the secondary brand which had a worse country-of-origin image than the primary one, the co-brand would be highly evaluated for promotion-focused consumers, but not for prevention-focused consumers.

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