本研究目的在探討品牌延伸相似度對代言人與產品一致性與品牌延伸評估關係之干擾效果，本研究採用實驗法，將現有品牌延伸至不同產品類別以操弄延伸相似度，並以智慧型手機作為延伸產品，研究程序分為預試和正式實驗兩階段，預試目的主要為篩選出正式實驗所需的品牌(高/低相似、高熟悉、一致的偏好度)以及代言人(高/低一致、高熟悉、一致的偏好度)。預試有效樣本分別為品牌30份及代言人27份，共57份；預試結果篩選出佳能/CANON為高相似延伸品牌，優衣褲/UNIQLO為低相似延伸品牌；林書豪為高一致代言人，阿基師為低一致代言人。正式實驗，本研究採2×2組間因子設計，共計四種實驗方格，每一實驗方格40人，研究對象為大學生。研究結果顯示，代言人與產品一致性會正向影響品牌延伸評估，而延伸相似度會干擾代言人與產品一致性對品牌延伸評估之正向關係，即低相似延伸相對於高相似延伸，代言人與產品一致性會更正向影響品牌延伸評估。本研究討論理論及管理實務意涵，並對未來研究提出建議。
The purpose of this study is to explore the moderating effect of extension similarity on the relationship between celebrity-product congruence and brand extension evaluation. The study uses an experimental research design. The brands from different product categories are used to manipulate extension similarity (high similarity category/low similarity category). Two stages of pretest and final experiment are applied. The purpose of pretest is to select core brands and celebrities (high/low similarity category and congruence). The total samples consists of 57 participants. The final experiment uses a 2×2 between subject factor design. College students are the participants. 40 students are assigned to each experimental cell. Totally 145 samples are collected. The result shows that celebrity-product congruence positively affects brand extension evaluation (perceived quality, attitudes toward extension products and purchase intention). In addition, extension similarity moderates the positive relationship between celebrity-product congruence and brand extension evaluation. Compared to high extension similarity, celebrity-product congruence more positively affects the brand extension evaluation for lower extension similarity. This study discusses the implications for the theories and managerial practices, and suggestions for the future study.
