近年來，品牌延伸策略成為企業界最常運用的品牌策略，企業不但可以節省新品牌為建立知名度所需耗費的行銷經費，消費者也會比較願意試用此新產品，使得品牌延伸產品的存活或成功的機會比較高。但是，並不是所有的品牌延伸都會成功，過去的文獻大都在探討實體產品的品牌延伸，並以契合度(fit)此一品牌延伸的主要成功因素作為研究焦點，實證結果大多顯示強調母品牌與延伸產品間的契合度越高，品牌延伸越容易成功。然而，若以消費目標來探討母品牌與延伸產品的搭配，或許不一致的目標反而能夠提供給消費者更大的價值。因此，本研究的主要目的，將品牌延伸的研究範圍延伸到服務業中，探討「目標一致性」對於品牌延伸之效果，並進一步了解「目標一致性」與「廣告訊息陳述方式」之適當搭配，是否使得不一致延伸的效果更佳。

本研究採情境實驗法進行實證，以知名品牌推出虛構新上市服務產品來設計情境，設定Friday’s 餐廳和104人力銀行為實體產業。實驗一探討目標一致與不一致延伸對於消費者的「知覺總價值」、「品牌延伸態度」與「消費者心情」之影響；實驗二加入「廣告訊息陳述方式」，探討其與「目標一致性」對於品牌延伸態度之交互作用。

本研究有兩點發現，第一、「目標不一致性」之延伸產品會使消費者產生較高品牌延伸評價。第二、「目標不一致性」之延伸產品，搭配「正面的廣告訊息」會比搭配負面的廣告訊息，消費者會產生較高的品牌延伸評價，所以，未來的服務廠商要推出新服務時，消費目標會是決定品牌延伸評價的一項重要的因素。

Enterprises can adopt branding extension strategies to decrease the expense on developing the awareness of new products as well as to attract consumers. However, not all of them succeeded. From previous researches, most of them focus on brand extensions of tangible products and regard Fit as the main driver to the success of brand extensions. Overall, the higher the Fit between parent brands and extension products, the more possibly brand extensions succeed. However, if Goal Congruency can be a substitute factor for Fit between them, maybe the different goals they possess offer more value to Consumers. Thus, I extend the scope of brand extensions to service industry, studying on the effect of “goal congruency” on brand extensions and further on the interaction of “goal congruency” and “advertisement framing”.
This research uses situation experiment to manipulate well-known brand to extend new service products. In experiment 1, the real enterprises Friday restaurant and 104 job bank separately launch new extended products to study the effects of “goal congruency" on “perceived value”,” brand extension attitude” and “consumers’ mood”. In experiment 2, it adds one more factor, advertisement framing, to study the two- way interaction of consumers’ mood influenced by “goal congruence” and “advertisement framing” on “brand extension attitude”.
First, it shows the incongruent brand extensions are perceived higher brand extension evaluation than congruent ones. Second, when compared with negative advertisement framing, positive advertisement framing with incongruent brand extensions receives higher brand extension evaluation. The consuming goal can be an important factor on evaluation of brand extensions.

致謝辭-------------------------------------------------------------------------------------------------Ⅰ
中文摘要--------------------------------------------------------------------------------------------- II
英文摘要-------------------------------------------------------------------------------------------- III

第一章 續論----------------------------------------------------------------------------------------- 1
第一節 研究動機與背景------------------------------------------------------------------ 1
第二節 研究目的與問題------------------------------------------------------------------ 4
第三節 研究流程---------------------------------------------------------------------------- 6

第二章 相關理論與文獻探討------------------------------------------------------------------- 8
第一節 品牌延伸定義 --------------------------------------------------------------------8
第二節 品牌延伸成功要素—契合度------------------------------------------------- 10
第三節 目標一致性與同化效果、對比效果--------------------------------------- 15
第四節 訊息陳述方式-------------------------------------------------------------------- 18
第五節 心情理論與訊息陳述方式---------------------------------------------------- 20
第六節 品牌聯想形像與品牌延伸關係---------------------------------------------- 22
第七節 品牌延伸評價：目標一致性對於知覺總價值、品牌延伸態度與
消費者心情----------------------------------------------------------------------- 25

第三章 研究方法--------------------------------------------------------------------------------- 29
第一節 研究架構-------------------------------------------------------------------------- 29
第二節 假說推論-------------------------------------------------------------------------- 32
第三節 研究設計-------------------------------------------------------------------------- 36
第四節 問卷設計與前測----------------------------------------------------------------- 41
第五節 實驗進行方式------------------------------------------------------------------- 50
第六節 分析方法-------------------------------------------------------------------------- 51

第四章 研究結果-------------------------------------------------------------------------------- 53
第一節 樣本結構------------------------------------------------------------------------- 53
第二節 信度分析------------------------------------------------------------------------- 54
第三節 實驗情境操弄確認------------------------------------------------------------ 57
第四節 「目標一致性」對「知覺總價值」、「品牌延伸態度」與「消費者
心情」之影響---------------------------------------------------------------- 61
第五節 「目標一致性」與「廣告訊息陳述方式」對於「品牌延伸態度」
之交互作用------------------------------------------------------------------- 63

第五章 結論與建議---------------------------------------------------------------------------- 66
第一節 研究發現與討論--------------------------------------------------------------- 66
第二節 研究貢獻------------------------------------------------------------------------- 69
第三節 研究限制------------------------------------------------------------------------- 71
第四節 研究展望------------------------------------------------------------------------- 72

參考文獻-------------------------------------------------------------------------------------- 74
附錄：實驗一之正式問卷(104)--------------------------------------------------------- 82
附錄：實驗二之正式問卷(104正面訊息)--------------------------------------------- 85

一、 中文部分

別蓮蒂，產品契合度與品牌特質聯想對品牌延伸效果的影響，國立政治大學企管學系，管理評論，第二十二卷，第二期，2003年，頁87 -109。

施凱瑜，品牌優勢、產品屬性、延伸契合度與所有權狀態對母品牌態度的回饋效果之探討—以聯合報與蘋果日報為例，中山大學傳播管理研究所，碩士論文，2005年7月。

曹文琴，由產品歡樂性和功利性價值的角度從事新品牌建立和現存品牌延伸策略之研究，國立台灣科技大學企業管理系，博士論文，2006年11月。

謝佳雯，時間落差距離、口碑資訊對顧客價值知覺的影響，以海外旅遊
為例，中山大學企業管理研究所，碩士論文，2007年6月。




















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