本論文以兩個研究來檢驗消費者對品牌延伸態度的影響因素,第一個研究發現消費者對母品牌的信任與情感是影響品牌延伸態度的重要因素,若品牌延伸到與母品牌產品類別相似性高時,只有當消費者對母品牌具有高度的信任或情感的條件下,消費者會偏好狹窄品牌相較於寬廣品牌的延伸,若品牌延伸到與母品牌產品類別相似性低時,消費者總是會偏好寬廣品牌相較於狹窄品牌的延伸。第二個研究發現品牌觀念和自我調節焦點會影響消費者對延伸產品在廣告宣稱上的偏好, 預防焦點的消費者相較於促進焦點的消費者喜歡延伸產品與母品牌觀念一致的廣告宣稱,相反地,促進焦點的消費者相較於預防焦點的消費者喜歡延伸產品與產品類別一致的廣告宣稱,另外,當延伸產品的廣告訴求與母品牌觀念不一致時,增加與母品牌觀念一致的利益,可以提高預防焦點的消費者對品牌延伸的接受度。

This thesis examined factors influencing consumers' attitude toward brand extensions through two studies. The first study found that trust and affect in the parent brand are important factors influencing consumers' brand extension attitude, and in a brand extension into product categories of high similarity, only when consumers have high trust or affect in the parent brand, would they prefer the extension by the narrow brand to that by the broad brand; conversely, in a brand extension into product categories of low similarity, consumers would always prefer the extension by the broad brand to that by the narrow brand. The second study found that brand concept and consumers' self-regulatory focus would influence their preference for advertising claims used for the extension product. Prevention-focused consumers preferred claims that are consistent with the parent brand concept more than promotion-focused consumers; in contrast, promotion-focused consumers preferred claims that stress the extension's product category congruency more than prevention-focused consumers. Further, when advertising appeal used for the extension is inconsistent with the parent brand concept, the inclusion of benefits consistent with the parent brand concept could increase prevention-focused consumers' acceptance of the brand extension.

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