本研究主要目的為探討消費者的品牌意識對品牌契合度與聯合品牌態度的干擾效果。本研究設計採用鮮果汁運動飲料作為聯合品牌產品，研究程序包含預試與主研究，預試目的為篩選出主研究所需的產品類別、品牌及聯合品牌產品。主研究採用3 (鮮果汁品牌)×3 (運動飲料品牌)的9種情境設計，每一種情境的樣本數為40人，共計回收有效樣本349人。研究結果顯示品牌契合度正向影響聯合品牌態度，同時，上述關係受到品牌意識的干擾，意即高品牌意識的消費者相對於低品牌意識的消費者，品牌契合度對聯合品牌態度的影響較強。本研究討論研究發現在理論及實務上的意涵，並對未來研究方向提出建議。
The main purpose of this study is to explore the moderating effects of consumer brand consciousness on the relationship of the brand fit and co-brand attitude. The study used a pretest and a main study, and fictitious sports drink of fresh juice as the co-branded product. The purpose of the pretest is to select the product categories, brands and co-branded products required for the main study. The main study was 3 (Fresh Juice Brands) x3 (Sports Drink Brands), 9 design scenarios. Each scenario was assigned to 40 college students. The data were provided by 349 students. The result re-veals that the brand fit has positively impacted the attitude of the co-brand. Moreover, brand consciousness affects the above mentioned relationship. For consumers with higher brand consciousness in contrast to those with lower brand consciousness, brand fit affects toward the co-brand attitude is stronger. This study discusses the implication for the theory and practices, and suggestions for the future study.
