本研究在探討延伸新產品採用企業品牌策略、品牌傘策略與個別產品策略對消費者信任度與接受度的影響，並在研究架構中加入企業品牌知名度、品牌形象與消費者知覺風險為調節變數，探討對三種品牌的調節效果，本研究除了比較三種品牌策略的效果之外，並且著重在企業品牌的背書對信任度與接受度的影響。

經由前測所挑選的延伸新產品為CD-player、維他命，正式研究採實驗法進行，將企業品牌與產品品牌搭配組成企業品牌策略、品牌傘策略與產品品牌策略三種，並設計包含產品與品牌的平面廣告與正式問卷，探討「品牌策略」、「品牌知名度與企業形象」、「知覺風險」對消費者信任度與市場接受度的影響，因為產品品牌並無企業品牌知名度與品牌形象，所以將之視為對照組，實驗設計為{ 3（品牌知名度/品牌形象：高/高、高/低、低知名度）╳ 2（品牌策略：品牌傘與企業品牌）+ 1（個別產品品牌）} ╳ 2（知覺風險：高、低），共14組，受測對象為大學生，CD-player組的有效樣本數共有415筆，維他命組的有效樣本數為共有416筆。

研究結果發現，品牌傘策略在消費者信任度方面與企業品牌無差異，但明顯高於產品品牌策略，此外，品牌傘策略的接受度與產品品牌策略相近並且明顯高於企業品牌策略；進一步的研究發現，知名度越高且形象越良好的企業以企業品牌背書能贏得較高的信任度與接受度，知名度高但品牌形象普通的企業也比知名度低的企業較容易獲得消費的信賴，但是以知名度高但品牌形象普通的企業與知名度低的企業所背書的新產品都比較不容易被消費者接受。消費者知覺風險方面，研究結果發現知覺風險的高低對消費者信任度與市場接受度均無顯著影響。

研究結果顯示，品牌傘的背書效果比企業品牌或產品品牌更能獲得消費者的信任度與接受度，品牌傘兼具企業品牌與產品品牌的優勢，可視為品牌延伸與個別產品品牌的折衷選擇方案，建議行銷人員對品牌傘策略之採用，此外本研究也建議企業品牌知名度的提升與企業形象的經營將對品牌策略的採用與新產品的推廣產生莫大的助益。

The purpose of this study is to investigate the endorsement effects of corporate brand, to compare the brand strategy with corporate branding, umbrella branding and product branding strategies, as well as to examine the moderating effects of brand awareness, corporate image and perceived risk on the new extended products.

A { 3（brand awareness /corporate image：high/high、high/low、low brand awareness）╳ 2（brand strategy：umbrella branding, corporate branding）+ 1（product branding）} ╳ 2（perceived risk : high, low）experimental design，and there are 14 between-subject groups designed in this study. The data collected from the college students through color printed advertisements, included 2 extended new products: CD-player, vitamin and 3 brand strategies. The corporate brands, extended new products and new product brands are selected from pre-test. There are 415 subjects in CD-player group, and 416 subjects in vitamin group.

The results show that corporate umbrella-banding strategy creates more reliable perception toward the new extended product than product-branding strategy does. Meanwhile, umbrella-banding strategy has higher consumer acceptability than corporate branding strategy does. Moreover, corporate endorsement with the higher brand awareness and the better corporate image has more reliable perception and consumer acceptability than with the higher brand awareness and average corporate image does. The new product endorsed by the corporate band with low brand awareness can’t get high reliability and consumer acceptability. However, the moderating effect of perceived risk in this study is not significant.

Umbrella branding with both corporate brand and product brand advantage is superior to corporate branding and product branding. According to the result from this study, corporate umbrella branding is a relatively better strategy toward the new extended product, which is not similar to the original products. Furthermore, the higher brand awareness and well corporate image are more helpful and efficient for the brand strategies and the promotions of new extended products.

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