隨著法國服裝品牌agnes.b在台灣設立第一家咖啡店後，越來越多時尚品牌開始跨產業經營餐飲品牌。品牌延伸之所以成為許多企業擴展事業群的選擇，是因為發展一個新品牌所需要重新建立的品牌權益極高，但若以品牌延伸的方式，藉由母品牌已有的品牌知名度、顧客群等既有優勢，便能更快進入市場。對消費者而言，則是進入品牌的入門門檻變低了，如此能讓更多人接觸到這個品牌，進而對品牌產生認同感與忠誠度。
本研究主要依照Aaker所提出的品牌權益四個構面：品牌忠誠度、品牌知名度、品質認知、品牌聯想來做自變數，購買意願為依變數。瞭解agnes.b開設agnes.b café後，消費者對此品牌的相關評價，透過網路發放問卷，來探討品牌進行延伸後，品牌權益會有什麼改變，以及是否會影響購買意願的提升。進一步想瞭解消費者的涉入程度是否會影響品牌權益與購買意願之間的關係，最後再對母品牌與子品牌之間的相互影響做討論。
研究結果發現品牌權益中的四個構面皆對購買意願有正向影響。在涉入度的部分，無論是母品牌或是子品牌的涉入程度，皆對品牌權益與購買意願之間的關係不造成干擾。而關於母品牌與延伸品牌之間的關係，母品牌的品質好壞會影響消費者對子品牌的購買意願；子品牌的品質好壞則較不會影響消費者是否對母品牌進行消費。

After the French clothing branch "agnes.b" set up the first cafe' in Taiwan, more and more fashion brands crossed over to food management. Brand extension has become the choice of many enterprises to expand their business, as re-establishing a new brand may be too costly. In contrast, through brand extension, what come with the parent brand is its existing advantages, such as brand awareness and customer groups, which makes navigating into the market much faster. For customers, it is easier to gain access to the brand, and even to generate a sense of identity and loyalty.
The study mainly applies the four aspects of Aaker's brand equity ---- Brand Loyalty, Brand Awareness, Perceived Quality, and Brand Associations ---- as the independent variables, and Purchase Intention as the dependent variable. In order to perceive the consumer’s evaluation on agnes.b after it opened agnes.b café, this research collect questionnaires through the Internet to explore how the Brand Equity will be changed and whether it will promote the willingness of purchase after the Brand Extension. Next, I aim to further interpret whether the degree of consumers’ involvement will have an impact on the relationship between Brand Equity and Purchase Intension. Lastly, I will discuss the interaction between the parent brand and sub-brand.
The results of the study demonstrated that among the four aspects, Brand Equity have a positive impact on the purchase intention. In terms of the involvement, whether it is the parent brand or sub-brand do not interfere with the relationship between the Brand Equity and the Purchase Intention. Furthermore, regarding the relationship between the parent brand and the extension brand, the parent brand’s quality will affect the consumer's Purchase Intention to the sub-brand. Nevertheless, the sub-brand’s quality will not affect whether the consumer purchase the parent brand’s products.

目錄
論文審定書……………………………………………………………….i
中文摘要…………………………………………………………………ii
英文摘要………………………………………………………………...iii
目錄……………………………………………………………………...iv
圖次……………………………………………………………………...vi
表次……………………………………………………………………..vii
第一章 緒論……………………………………………………………01
第一節 研究背景與動機…………………………………………..01
第二節 研究目的…………………………………………………..04
第三節 研究流程…………………………………………………..05
第二章 文獻探討………………………………………………………06
第一節 品牌延伸…………………………………………………..06
第二節 品牌權益…………………………………………………..11
第三節 涉入程度…………………………………………………..17
第四節 購買意願…………………………………………………..19
第三章 研究方法………………………………………………………21
第一節 研究架構…………………………………………………..21
第二節 研究假設…………………………………………………..22
第三節 研究對象…………………………………………………..24
第四節 研究變數操作型定義……………………………………..24
第五節 問卷設計…………………………………………………..26
第六節 資料分析方法……………………………………………..30
第四章 實證分析………………………………………………………32
第一節 敘述性統計分析…………………………………………..32
第二節 相關性、信效度分析………………………………………35
第三節 品牌權益對購買意願之影響……………………………..38
第四節 涉入程度之干擾效果……………………………………..45
第五節 母品牌與子品牌互相之影響……………………………..54
第六節 研究結果…………………………………………………..55
第五章 結論與建議……………………………………………………57
第一節 討論………………………………………………………..57
第二節 研究結論…………………………………………………..62
第三節 研究建議…………………………………………………..63
參考文獻………………………………………………………………..65











圖次
圖1-1 研究流程圖……………………………………………………..05
圖2-1 方志民品牌權益構面…………………………………………..15
圖2-2 Aaker品牌權益來源圖………………………………………….16
圖3-1 研究架構………………………………………………………..21
圖4-1 品牌忠誠度對購買意願之迴歸分析圖………………………..39
圖4-2 品牌知名度對購買意願之迴歸分析圖………………………..40
圖4-3 品質認知對購買意願之迴歸分析圖…………………………..42
圖4-4 品牌聯想對購買意願之迴歸分析圖…………………………..43
圖4-5 母品牌對子品牌購買意願影響圖……………………………..54
圖4-6 子品牌對母品牌購買意願影響圖……………………………..54











表次
表1-1 目前已開設餐飲事業之品牌…………………………………..01
表2-1 品牌延伸策略矩陣……………………………………………..08
表3-1 品牌權益之操作型定義………………………………………..24
表3-2 購買意願之操作型定義………………………………………..25
表3-3 操弄檢測量表…………………………………………………..26
表3-4 品牌權益量表…………………………………………………..27
表3-5 涉入程度量表…………………………………………………..28
表3-6 購買意願量表…………………………………………………..29
表3-7 人口統計變項…………………………………………………..29
表4-1 樣本結構資料分析……………………………………………..33
表4-2 相關係數與AVE平方根之矩陣……………………………….36
表4-3 信效度分析表…………………………………………………..37
表4-4 品牌忠誠度對購買意願之迴歸分析表………………………..38
表4-5 品牌知名度對購買意願之迴歸分析表………………………..40
表4-6 品質認知對購買意願之迴歸分析表…………………………..41
表4-7 品牌聯想對購買意願之迴歸分析表…………………………..43
表4-8 母品牌涉入程度與品牌忠誠度對購買意願之干擾效果分析..45
表4-9 母品牌涉入程度與品牌知名度對購買意願之干擾效果分析..46
表4-10 母品牌涉入程度與品質認知對購買意願之干擾效果分析…47
表4-11 母品牌涉入程度與品牌聯想對購買意願之干擾效果分析…48
表4-12 子品牌涉入程度與品牌忠誠度對購買意願之干擾效果分析50
表4-13 子品牌涉入程度與品牌知名度對購買意願之干擾效果分析51
表4-14 子品牌涉入程度與品質認知對購買意願之干擾效果分析…52
表4-15 子品牌涉入程度與品牌聯想對購買意願之干擾效果分析…53
表4-16 研究假設與實證結果統整表…………………………………55

一、中文部分
陳振燧，2001，「從品牌權益觀點探討品牌延伸策略」，輔仁管理評論，第八卷，第一期，33-56

陳泓睿，2004，「品牌觀念、產品典型性對品牌延伸及母品牌評價的影響」，國立台灣大學商學研究所碩士論文

陳又新，2008，「從知覺品質觀點探討品牌延伸策略對消費者購買意向之影響---以華碩數位電視為例」，國立臺北大學企業管理學系碩士論文

吳欣鴻，2009，「由消費者觀點分析品牌延伸的績效研究」，成功大學企業管理研究所碩士論文

潘裕傑，2009「非典型品牌延伸方法對延伸產品知覺價值之研究」，淡江大學企業管理學系碩士班碩士論文

許茵茵，2009，「品牌權益及體驗行銷對保養品購買意願之影響---以性別為區隔變數」，中原大學國際貿易學系碩士論文

潘婉欣，2010，「品牌向下延伸決策之研究---品牌聯想與品牌概念圖比較之觀點」，淡江大學企業管理學系碩士班碩士論文

張雅瑄，2012，「以品牌權益觀點建構連鎖餐飲業品牌延伸之模式」，樹德科技大學經營管理研究所碩士論文

吳柏凱，2012，「產品契合度與品牌認同度對品牌延伸策略之探討---以蘋果、HTC、Samsung三大手機品牌為例」，樹德科技大學經營管理研究所碩士論文

方至民，2012，「策略管理---建立企業永續競爭力」，新北市：前程

林宜磬，2013，「智慧型手機的涉入程度與品牌權益對消費者購買意願影響之研究」，嶺東科技大學國際企業系碩士在職專班碩士論文
二、英文部分
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Boush, David M. and Barbara Loken (1991),”A Process Tracing Study of Brand Extension Evaluation,” Journal of Marketing Research, 31 (February), 16- 28.

Dick A.S. and K. Basu (1994). Customer Loyalty: Toward an Integrated Conceptual Framework. Journal of the Academy of Marketing Science, 22(2), 99-113.


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Herr, Paul M., Peter H, Farquhar, and Russell Fazio (1996),”Impact of Domi- nance and Relatedness on Brand Extensions,” Journal of Consumer Psychology, 5(2), 135-159.

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Romeo, Jean B. (1991),”The Effects of Negative Information on the Evaluations of Brand Extensions and the Family Brand,” in Advances in Consumer Re- search, Vol.18, Rebecca H. Holman and Michael R. Solomon, eds. Provo, UT: Association for Consumer Research, 399-406.

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