品牌的經營不但使企業的產品具有更多的附加價值，使獲利提升的機會變高，利用既有的成功品牌在不同於以往的市場推出新產品的品牌延伸作法已經行之已久。現今許多企業不再只具有單一產品類別，品牌延伸策略也不在囿於延伸至相似的產品上，在先前的學術研究上指出，相似性和契合度對消費者在品牌延伸的評價會有直接而正面的影響；而相似性和契合度較高者，通常是相關或相似的產品類別，此種延伸即為典型品牌延伸；反之，則是非典型延伸。先前研究大多以相似產品類別的延伸研究較多，故本研究欲探討非典型品牌延伸對消費者的影響及非典型延伸是否會對原來母品牌有負向的外溢效果。
    本研究主要探討在非典型品牌延伸下，品牌延伸方式及原品牌品牌知曉對延伸新產品知覺價值的影響。本研究應用實驗設計來檢定假說，為3 (品牌延伸方式) x 2 (原品牌的品牌知曉) 的實驗，有219位受測者參與本實驗。研究顯示品牌知曉的高、中程度對於延伸新產品知覺價值的影響比品牌延伸方式的影響效果更大。另外，高品牌知曉的延伸產品知覺價值會較中品牌知曉的延伸產品知覺價值低；高品牌知曉的延伸負面外溢效果會高於於中品牌知曉延伸的負面外溢效果，研究結果俾能提供企業進行非典型品牌延伸時的參考。

To operate a brand not only adds more value on products of enterprise but also enhances opportunities for getting higher profits. The introduction of new products comes into the whole new market by using exist and successful brands has been in practice for long time. Nowadays many enterprises are no longer have single product category, brand extension strategy is not limited between similar product categories . Previous researches indicate that similarity and fit would have direct and positive impact on extension product evaluation of consumers. To extend to similar product categories with high similarity and fit is called typical brand extension. Otherwise, it is atypical brand extension when core brand extend to dissimilar product categories. The previous researches mainly focus on similar extension product categories, so this research studies the atypical brand extension and its spillover effect.
    This research of atypical brand extension mainly focus on how brand extension ways and brand awareness of core brand affect perceived value of new extension product. An experimental research design was applied for testing the set of hypotheses put forth. It is a 3 (brand extension ways) x 2 (brand awareness of core brand, high vs. average) experiment, a total of 219 respondents participated in the study. The study indicates the different degrees of brand awareness have greater impact on perceived value of new extension product than the brand extension ways. Moreover, the perceived value of high brand awareness extension product is lower than the perceived value of average brand awareness. Nevertheless, the negative extension spillover effect of high brand awareness extension product is higher than the negative extension spillover effect of average brand awareness. It is hoped that the results of this study could offer some brand extension advice for the enterprises.

目錄……………………………………………………………….…………….……..I
表目錄……………………………………………………………...………………..III
圖目錄…………………………………..………………………………….………..V
第壹章 緒論 ……………………………………………..………….……… 1
第一節 研究背景與動機……………………………… ………………………………1
第二節 研究目的………………………………… ……………………………… 4
第三節 研究流程………… …………………… ………………………………5
第貳章 文獻探討 ……… ……………………………
……………………………… 6
第一節 品牌延伸………………………………………………….. 6
第二節 知覺價值…………………………………...……………. 12
第三節 品牌知曉………….………………….…………………..14
第四節 品牌權益………………..........................................………………….15
第五節 推敲可能模式…….............................…………………......................19
第參章 研究方法 ………………….………..……………………..…… 22
第一節 研究架構與假說………………..…………………………………… 22
第二節 研究設計………………………………………..…………………… 26
第三節 變數定義與衡量 …………………………………………………… 36
第四節 實驗流程與正式問卷設計………………………………………..… 40
第五節 資料分析方法 ………………………………………………..……...42
第肆章 資料分析 ……………………...…….……………………..…… 43
第一節 信度與效度分析………………..........……...…………………….….43
第二節 敘述性統計量…………………………………………....……………45
第三節 實驗相關檢定…………………………………........…………………48
第四節 實驗結果………………................................………………...……… 57
第伍章 結論與建議…………...………..…………………………………63
第一節 研究結論………………..........……...……………….......................... 63
第二節 管理意涵與對行銷實務的建議…………………………………….…67
第三節 研究限制…………………………………........…………….................72
參考文獻 ………………………………………………..………………….…… 73
附錄 ……………………………..………………………………………………... 81
附錄一 前測一問卷………………………………………………...……..……81
附錄二 前測二問卷…………………………………..………...………………82
附錄三 前測三問卷………………………………………………...……..……87
附錄四 前測四問卷……………………………………………………..…… 89
附錄五 正式問卷(一) ………………………………………………………….90
附錄六 正式問卷(二) ……………………………………………..………...…95
附錄七 正式問卷(三)………………………………………………………….100
附錄八 正式問卷(四)………………………………………………………….106
附錄九 正式問卷(五)………………………………………………………….112
附錄十 正式問卷(六)………………………………………………………….118

表目錄
表3-1 高品質與中品質虛擬品牌適合性前測結果……………………..……… 28
表3-2 茶飲料與14類產品的總體相似程度…………..…………………..…… 30
表3-3 茶飲料對14類產品的技術移轉能力…………………………………… 30
表3-4 茶飲料與14類產品的互補性………….………………………...……… 31
表3-5 泡麵的品牌熟悉度……………………..…..…………………..………… 32
表3-6 泡麵的品牌態度…………………………….…..…………………...…… 32
表3-7 泡麵的品牌聯想……………..………………….………………………... 32
表3-8 「茶本道」烏龍茶轉移效果…………………….....….………………… 33
表3-9 「茶本道」烏龍茶整體態度………………...….….....…………….…… 33
表3-10 ELM的編碼方式……………..……………...…….……………….…… 37
表3-11 知覺價值衡量問項……..………………………….…….….…………… 39
表3-12 品牌權益衡量問項…………..…………….………….…………….…… 40
表4-1-1 正式問卷之信效度檢驗……..………………………….….……….……43
表4-1-2 正式問卷之驗證性因素分析…………………….….………………...…44
表4-2 人口變數樣本結構……..…………………...…….….……………..…… 45
表4-3-1 敘述性統計量：品牌權益(延伸前)..….…...........................……………45
表4-3-2 敘述性統計量：品牌權益(延伸後)…….............................…………… 46
表4-4 敘述性統計量：延伸後品牌權益減去原品牌權益……………………..47
表4-5 敘述性統計量：延伸產品知覺價值與產品涉入程度…………………..47
表4-6 序列延伸與複合延伸之衡量構面敘述性統計量………………………. 48
表4-7 非典型延伸產品檢定……..……………..........….……………………… 48
表4-8 非典型延伸程度操弄(相似度)……..…………....……………………… 49
表4-9 非典型延伸程度操弄(移轉能力)…….….…............................………… 50
表4-10 非典型延伸程度操弄(非互補性)……..…….………………………...… 50
表4-11 高品牌知曉各衡量構面同質性檢定……..….………………..………… 51
表4-12 中品牌知曉各衡量構面同質性檢定……..…………………………...… 52
表4-13 延伸前品牌權益的操弄檢定……..……..………………….…………… 52
表4-14 序列延伸各衡量構面同質性檢定……..…………..……………….…… 53
表4-15 序列延伸各衡量構面操弄檢定……..…………...……………………… 54
表4-16 複合延伸各衡量構面同質性檢定……..…….……………………..…… 55
表4-17 複合延伸各衡量構面操弄檢定……..…………………..….…………… 55
表4-18-1 相關性分析……..…………………....………….….………………..… 56
表4-18-2 各組知覺價值K-S常態性檢定…………………..…………………… 56
表4-19 非典型延伸新產品的知覺價值Two-way ANCOVA分析
(依變數：非典型延伸新產品的知覺價值)…...……........................................…… 58
表4-20 各品牌延伸方式之成對比較(依變數-知覺價值)………………………. 58
表4-21 非典型延伸外溢效果Two-way ANCOVA分析(依變數：延伸後品牌權益)…….......................................……………………………………..…...………… 59
表4-22 各品牌延伸方式之成對比較(依變數-延伸後品牌權益)……….……… 60
表4-23 高中品牌知曉外溢效果比較……..…………………………...………… 60
表4-24 品牌知曉之成對比較 (依變數-知覺價值)..……………………….…… 61
表4-25 品牌知曉之成對比較 (依變數-延伸後品牌權益). ……………………..61
表4-26 延伸方式 × ELM思考路徑之交叉表………..............................……… 62

圖目錄
圖1-1 研究流程圖 ……………………………………...…………………………. 5
圖 2-1品牌延伸矩陣圖…………………………………………..………………….6
圖 2-2價格、品牌名稱、商店名稱在產品評價上的影響的概念性架構…………..13
圖 3-1本研究架構 ………………………………..…...………………..………… 22

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