品牌延伸策略發展至今，成果相當豐碩，過去倚賴母品牌之品牌權益所延伸而成的子品牌，在廠商用心經營之下，也成為可以獨當一面的品牌，這也為品牌延伸相關研究開創了一片新領域，過去延伸方式都是由母品牌向子品牌延伸，創造延伸槓桿，屬於由上往下的延伸關係，而現在當子品牌也建立起自己的品牌權益之後，也可能改變其忠誠顧客對母品牌的態度。
本研究透過實證，提出種子品牌的概念，也就是廠商可以透過顧客對子品牌的態度忠誠，影響其對母品牌的態度，進而影響其購買意願，為了深入探討此概念，本研究以時尚服飾產業作為標的，研究結果發現，消費者真正關心的是服飾產品本身所提供的價值，對於產品本身的滿意會對消費者的信任與總體滿意度造成影響，實體設備以及人員互動對總體滿意度的影響並不顯著，但人員互動的服務品質卻會對信任造成顯著影響；以往學者所討論的信任對總體滿意度造成影響之假設也得到證實；總體滿意度也會對態度忠誠造成影響；態度影響購買意願的假設也同樣得到證實。
本研究也驗證信任在反饋過程中具有相當重要的地位，除了對子品牌的信任會影響消費者對母品牌的態度之外，其對子品牌的態度忠誠也如同本研究的假設，會對母品牌的態度造成正面影響，種子品牌的概念也得到實證結果支持。

中文部分

邱志聖，策略行銷分析—架構與實務應用，智勝文化，民國九十年。

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張佩芬，Ipod態度與忠誠度對Apple電腦其他商品之態度影響，政治大學國際貿易所碩士論文，民國九十四年。

胡雲輝，顧客對銀行投入企業社會責任的知覺對情感附著與忠誠影響之研究，政治大學國際貿易所碩士論文，民國九十四年。

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