本研究目的為探討品牌延伸相似度對企業可信度與品牌延伸評估關係之干擾效果。本研究採用實驗法，以智慧手機為延伸產品，搭配不同的品牌產品類別以操弄延伸相似度，研究程序分為預試和正式實驗階段，預試的主要目的在篩選出正式實驗所需之品牌產品類別(高相似類別/低相似類別)及測量高/低企業可信度之虛擬情境是否合適。預試回收有效樣本28份。正式實驗，採用2x2的組間因子設計，共計四種實驗方格進行測試，每一實驗方格40人，研究對象為大學生，共計回收有效樣本137人。研究結果顯示，企業可信度正向影響消費者的品牌延伸評估，而延伸相似度會干擾企業可信度與品牌延伸評估的正向關係，即低相似延伸相對於高相似延伸而言，企業可信度會更正向地影響品牌延伸評估。本研究討論理論及管理實務意涵，並對未來的研究提出建議。
The purpose of this study is to explore the extension similarity on the relationship between corporate credibility and brand extension evaluation. The study uses an experimental research design. Smartphones are used as extension products. The fictitious brands from different product categories are used to manipulate extension similarity (high similarity category/low similarity category). Two stages of pretest and a final experiment are applied. The pretest is used to decide the product category of fictitious brand, and test the appropriateness of fictitious scenario for corporate credibility (high corporate credibility /low corporate credibility). The usable samples consists of 28 participants. The final experiment uses a 2 x 2 between subject factor design. College students are the participants. 40 students are assigned to each experimental cell. Totally 137 samples are collected. The result shows that corporate credibility positively affects brand extension evaluation (perceived quality and attitudes toward extension products). In addition, extension similarity moderates the positive relationship between corporate credibility and brand extension evaluation. Compared to high extension similarity, corporate credibility more positively affects the brand extension evaluation for the lower extension similarity. This study discusses the implications for the theories and managerial practices, and suggestions for the future study.
