品牌延伸近來已被企業用的十分廣泛，不論是在食品業或電子業以及其他產業都可以看到企業應用的例子，而品牌延伸議題中的成份品牌化也逐漸為企業所接受，因此本研究嘗試將此二議題合併做一個探討，來研討當主品牌進行直接品牌延伸或著是進行連續性的品牌延伸（經由產品線延伸之後再進行品牌延伸）這二者的延伸產品何者對消費者的知覺價值為高，而在產品線延伸的地方則再分成主品牌與自有成份品牌合作以及與聯合成份品牌合作二種。
　　本研究分別以林鳳營及郭元益為主品牌進行研究，採用實驗設計的方式，並以主品牌的知覺品質及主品牌的知覺價值為共變異數，本研究之結論如下：
1.品牌延伸方式會影響消費者對品牌延伸產品的知覺價值。
2.消費者對主品牌的品牌忠誠愈高則品牌延伸產品的知覺價值也愈高。
3.知覺品質在不同品牌延伸方式下對品牌延伸產品的知覺價值不具有干擾效果。
4.品牌忠誠在不同品牌延伸方式下對品牌延伸產品的知覺價值不具有干擾效果。

In recently years, regardless of food industry or electronics industry or at the other industry, brand extension has been widely applied in business. Ingredient branding, in which key attributes of one brand are incorporated in to another brand as ingredients, is becoming increasingly popular among marketers. In the view of the above, this study divided the brand extension into “direct brand extension” and “sequential brand extension” (sequential brand extension means extending brand via the product line extension) and attempted to explore the influence of two kinds of brand extensions on consumer’s perceived value. In addition, product line extension included self-brand and cobranded in this study.
　　This study carried on research for the host brand with “Lin Feng Ying” and “Kuo Yuan Ye” separately. Furthermore, we conducted an experiment design and collected primary data by questionnaire. And both perceived quality and perceived value of host brand as covariance variable in this research. 

1.The results indicate that the type of brand extensions will influence customer’s perceived value. 
2.When customers have higher host brand loyalty, their perceived value of brand extending product will be increased. 
3.Besides, perceived quality has no moderating effect between the type of brand extensions and perceived value. 
4.Brand loyalty also has no moderating effect between the type of brand extensions and perceived value. Finally, this study also discusses the research limitations and further researches.

第一章、緒論…………………………………………………………….1
　　第一節、研究背景與動機………………………………………….1
　　第二節、研究目的………………………………………………….3
第二章、文獻探討……………………………………………………….4
　　第一節、品牌聯盟………………………………………………….4
　　第二節、成份品牌………………………………………………….7
　　第三節、品牌忠誠………………………………………………….9
　　第四節、品牌延伸…………………………………………………12
　　第五節、知覺品質…………………………………………………17
　　第六節、知覺價值…………………………………………………20
第三章、研究方法………………………………………………………24
　　第一節、研究架構…………………………………………………24
　　第二節、研究假設…………………………………………………25
　　第三節、變數定義及衡量…………………………………………27
    第四節、前測………………………………………………………30
    第五節、實驗設計…………………………………………………33
    第六節、資料蒐集…………………………………………………33
    第七節、實驗程序…………………………………………………33
    第八節、資料分析工具……………………………………………34
第四章、資料分析與研究結果…………………………………………36
    第一節、信度分析與效度分析及因素……………………………36
    第二節、敍述性統計資料分析與同質性檢定……………………40
    第三節、品牌延伸方式、知覺品質、品牌忠誠對延伸產知覺價值
            之影響效果………………………………………………42
    第四節、研究假設與驗證結果……………………………………46
第五章、結論與建議……………………………………………………47
    第一節、結論………………………………………………………47
    第二節、行銷實務建議……………………………………………49
    第三節、研究限制與後續研究建議………………………………50
參考文獻…………………………………………………………………51
附錄………………………………………………………………………57
圖 次
圖2-1　品牌聯盟的外溢效果………………………………………………...5
圖2-2　品牌忠誠概念……………………………………….………………..9
圖2-3　Kotler 品牌策略…………………………………………………….12
圖2-4　知覺品質的因果模式……………………………………………….19
圖2-5　交易效用理論概念圖……………………………………………….22
圖2-6　知覺價值模式……………………………………………………….23
圖3-1　本研究之研究架構………………………………………………….24

表　次
表2-1	近年來學者對於影響品牌忠誠度的構面彙整……………	10
表2-2	Curasi and Kennedy的忠誠階段……………………………	11
表3-1	品牌忠誠之衡量構面及問項………………………………	27
表3-2	知覺品質之衡量問項………………………………………	28
表3-3	知覺價值之衡量問項………………………………………	29
表3-4	產品類型熟悉度之分析結果………………………………	30
表4-1	正式問卷之信度檢驗………………………………………	36
表4-2	各構面的因素負荷量及相關係數…………………………	38
表4-3	各構面之因素分析…………………………………………	39
表4-4	敍述性統計資料分析………………………………………	40
表4-5	變異數同質性檢定…………………………………………	41
表4-6	迴歸係數同質性之檢定……………………………………	43
表4-7	GLM分析結果(林鳳營):知覺價值=f(組別、品牌忠誠、知覺品質) ………………………………………………………	43
表4-8	迴歸係數同質性之檢定……………………………………	45
表4-9	GLM分析結果(林鳳營):知覺價值=f(組別、品牌忠誠、知覺品質) ………………………………………………………	45
表4-10	研究假說驗證結果…………………………………………	46

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