本研究採消費者認知的角度，在「母品牌與延伸產品契合度」及「消費者產品知識」的調節作用下，比較「品牌延伸」、「品牌傘」及「新創品牌」等三種品牌策略，對新產品在「消費者信任度」與「市場接受度」的效果，同時探討品牌延伸策略及品牌傘策略對母品牌知覺品質的反饋效果。

本研究經由前測，選擇Nokia及Nike作為母品牌，根據契合度的高、中、低，Nokia的延伸產品依序為PDA、隨身聽、臉部保養品；Nike的延伸產品依序為牛仔褲、防曬乳液、牙膏。並以模擬的18張彩色平面廣告施測於1035位大學生，進行3 (品牌策略：品牌延伸、品牌傘、新創品牌) x 3 (契合度：高、中、低) x 2 (產品知識：高、低) 的實驗。

研究結果顯示：一、對品牌策略主效果而言，品牌傘策略在消費者信任度上優於新創品牌策略，品牌傘策略在市場接受度上優於品牌延伸策略。二、在契合度的調節作用下，若延伸到高契合的產品，採用品牌延伸策略的效果最佳；若延伸到中契合度的產品，則採品牌傘策略的效果最佳；若延伸到低契合度的產品，採新創品牌策略的效果最佳。三、在產品知識的調節作用下，當消費者為高產品知識者，採用品牌傘策略的效果優於品牌延伸策略及新創品牌策略；消費者為低產品知識者，採品牌延伸策略的消費者信任度優於新創品牌策略。四、在母品牌反饋效果方面，若母品牌的延伸產品契合度較低，採品牌延伸策略比品牌傘策略對母品牌知覺品質傷害較大；若延伸到中契合度的產品，採品牌延伸策略會降低母品牌知覺品質，但採品牌傘策略不會降低母品牌知覺品質；若延伸到高契合度的產品，則品牌延伸與品牌傘策略的母品牌知覺品質與原知覺品質無顯著差異。

整體而言，企業推出新產品時，採用品牌傘策略的效果較佳，是一個兼具品牌延伸及新創品牌兩策略優點的品牌策略，但在契合度與產品知識的調節作用之下，品牌傘策略的適用範圍有所限制，在延伸產品與母品牌為高契合度、低契合度時，以及當消費者為低產品知識者時，品牌傘策略並非最佳策略。行銷人員可視不同情境採用不同的品牌策略。

The purpose of this study is to compare the effects of three kinds of branding strategies: brand extension strategy, umbrella branding strategy, and new brand strategy. Basing on the moderate effect of fitness and consumer’s product knowledge, the influence of these three strategies on the consumer reliability and the consumer acceptability will be evaluated. The feedback of the original brand’s perceived qualities brought by brand extension strategy and umbrella branding strategy are also taken into consideration.
Nokia and Nike were selected as original brands. When dividing fitness into high, medium, and low level, PDAs, walkmans, and skincare products were selected as Nokia’s extended products by this order. Jeans, sun blocks, and toothpastes were also chosen as Nike’s extended products. A 3 (branding strategies: brand extension strategy, umbrella branding strategy, new brand strategy) x 3 (fitness: high, medium, low) x 2 (product knowledge: high, low) experimental design collected data from 1035 college students through 18 color printed advertisements.
The main effect of brand strategy suggested that the umbrella branding strategy is prior to the new brand strategy in consumer reliability, and it is also prior to the brand extension strategy in consumer acceptability. Under the moderate effect of fitness, it is suggested to apply brand extension strategy while extending brands to the products with high fitness, to adopt the umbrella branding strategy as extending brands to those having medium fitness, and to utilize new brand strategy when the fitness is at low level. When moderate effect of product knowledge is discussed, it is suggested to apply umbrella branding strategy instead of brand extension strategy or new brand strategy whenever consumers’ product knowledge is at high level. Furthermore, if consumers’ product knowledge is low, utilizing brand extension strategy, instead of new brand strategy, will lead to high consumer reliability. As for the feedbacks to perceived quality of the original brands, when extending brands to the products with low fitness, adopting the extending brand strategy tends to damage more to the original brands than adopting the umbrella branding strategy. If extending brands to the products with medium fitness, utilizing the extending brand strategy would decrease the perceived quality of original brands, but applying the umbrella branding strategy would not affect it. When extending brand to the products with high fitness, both the brand extension strategy and the umbrella branding strategy do not have a significant difference.
To sum up, adopting the umbrella branding strategy will lead to better results because of its integrating advantages both in the brand extension strategy and the new brand strategy. Under the moderate effect of fitness and product knowledge, the range of implementation for the umbrella branding strategy will be limited. It is not the best branding strategy when extended products are at high or low fitness, and when consumers have poor product knowledge. Consequently, marketers have to apply different brand strategies depending on different scenarios.

中文部分
吳昆玉 (2002) ，2002消費者心目中理想品牌調查，突破雜誌，第一九八期，頁40-65。
別蓮蒂 (2003) ，品牌傘策略之企業名稱背書效果，管理學報，付印中。
陳正男、李勝祥 (1999) ，原品牌及延伸產品認知對於品牌延伸購買意願之影響，交大管理學報，第十九期，頁1-32。
陳振燧 (1996) ，顧客基礎的品牌權益衡量與建立之研究，國立政治大學企業管理學系博士論文。
陳振燧 (2001) ，從品牌權益觀點探討品牌延伸策略，輔仁管理評論，第八卷第一期，頁33-56。
鄭秀倫 (2000) ，品牌傘的企業背書效果，國立政治大學企業管理系碩士論文。

英文部分
Aaker, David A. (1990). “Brand Extension: The Good, the Bad, and the Ugly,” Sloan Management Review, summer, 47-56.
Aaker, David A. (1996). Building Strong Brand. New York: The Free Press.
Aaker, David A. and Kevin Lane Keller (1990). “Consumer evaluation of brand extensions,” Journal of Marketing, 54 (January), 27-41.
Bhat, Subodh, Gail E. Kelly, and Kathleen A. O’Donnell (1998). “An investigation of consumer reactions to the use of different brand name,” Journal of Product and Brand Management, 7 (1), 41-50.
Boush, David M. and Barbara Loken (1991). “A process-tracing study of brand extension,” Journal of Marketing Research, 28 (February), 16-28.
Broniarczyk, Susan M. and Joseph W. Alba (1994). “The importance of the brand in brand extensions,” Journal of Marketing Research, 31 (May), 214-228.
Brucks, Merrie (1985). “The effects of product class knowledge on information search behavior,” Journal of Consumer Research, 12 (June), 1-15.
Dacin, Peter A. and Daniel C. Smith (1994). “The effect of brand portfolio characteristics on consumer evaluation of brand extensions,” Journal of Marketing Research, 31 (May), 229-242.
Dawar, Niraj and Paul F. Anderson (1994). “The effect of order and direction on multiple brand extensions,” Journal of Business Research, 30 (June), 119-129.
Desai, Kalpesh Kaushik and Kevin Lane Keller (2002). “The effect of ingredient branding strategy on host brand extendibility,” Journal of Marketing, 66 (January), 73-93.
Dodds, William B., Kent B. Monroe, and Dhruv Grewal (1991). “Effects of price, brand, and store information on buyers’ product evaluations” Journal of Marketing Research, 28 (August), 307-319.
Erdem, Tülin (1998). “An empirical analysis of umbrella branding,” Journal of Marketing Research, 35 (August), 339-351.
Farquhar, Peter H. (1990). “Managing brand equity,” Journal of Advertising Research, 30 (August / September), RC7-RC12.
Keller, Kevin Lane (1998). Strategic Brand Management. New Jersey: Prentice Hall, Inc.
Keller, Kevin Lane and David A. Aaker (1992). “The effect of sequential introduction of brand extensions,” Journal of Marketing Research, 29 (February), 1-22.
Laforet, Sylvie and John Saunders (1994). “Managing brand portfolios: The leaders do it,” Journal of Advertising Research, 34 (September / October), 64-76.
Laforet, Sylvie and John Saunders (1999). “Managing brand portfolios: Why leaders do what they do,” Journal of Advertising Research, 39 (January / February), 51-66.
Montgomery, Cynthia A. and Birger Wernerfelt (1992). “Risk reduction and umbrella branding,” Journal of Business, 65(1), 31-50.
Muthukrishnan, A.V. and Barton A. Weitz (1991). “Role of product knowledge in evaluation of brand extension,” Advanced in Consumer Research, 18, 407-413.
Park, C. Whan, Sandra Milberg, and Robert Lawson (1991). “Evaluation of brand extensions: The role of product feature similarity and brand concept consistency,” Journal of Consumer Research, 18 (September), 185-193.
Petty, Richard E. and John T. Cacioppo (1981). “Attitude and persuasion: Classic and Contemporary Approaches” Dubuque, IA: Wm. C. Brown Company.
Pitta, Dennis A. and Lea Prevel Katsanis (1995). “Understanding brand equity for successful brand extension,” Journal of Consumer Marketing, 12 (4), 51-64.
Rao, Akshay R. and Kent B. Monroe (1989). “The effect of price, brand name, and store name on buyer’s perceptions of product quality: An integrative review,” Journal of Marketing Research, 26 (August), 351-357.
Ries, Al and Jack Trout (1986). Positioning: The Battle for Your Mind. New York: McGraw-Hill.
Rooney, Joseph Arthur (1995). “Branding: A trend for today and tomorrow,” Journal of Product and Brand Management, 4 (4), 48-53.
Smith, Daniel C. and C. Whan Park (1992). “The effects of brand extensions on market share and advertising efficiency,” Journal of Marketing Research, 29 (August), 296-313.
Sullivan, Mary (1990). “Measuring image spillovers in umbrella-branded product,” Journal of Business, 63 (3), 309-329.
Tauber, Edward M. (1981). “Brand franchise extensions: New products benefit from extension brand name,” Business Horizons, 24 (1), 36-41.
Washburn, Judith H., Brian D. Till, and Randi Priuck (2000). “Co-branding: brand equity and trial effects” Journal of Consumer Marketing, 17 (7), 591-604.

Wernerfelt, Birger (1988). “Umbrella branding as a signal of new Product quality: An example of signaling by posting a bond,” Rand Journal of Economics, 19 (3), 458-466.
Zeithaml, Valarie A. (1988). “Consumer perception of price, quality, and value: A means-end model and synthesis of evidence,” Journal of Marketing, 52 (July), 2-22.