本研究在探討消費者對品牌延伸與品牌授權產品的評估，以及採用品牌延伸與品牌授權策略對原品牌權益的稀釋效果。本研究主要包括三部份：第一，探討「消費者對原品牌的認知與評價」、「產品特徵相似性」、「品牌概念一致性」、「製造商技術移轉能力／被授權台灣廠商之產銷能力」、「延伸／授權產品之產品知識」等變數如何影響消費者對品牌延伸與品牌授權產品的評估；第二，評估品牌延伸與品牌授權對原品牌權益的影響；第三，比較品牌延伸與品牌授權對新產品評估以及原品牌權益影響的差異。

　　經由過去文獻探討，本研究提出品牌延伸與品牌授權評估之一般化數學模型，並簡化模型進行實證研究。在研究設計上，以原品牌產品相對價格、產品適合延伸與授權的程度為依據，採取3 （Nike運動鞋／Cartier珠寶／Nokia手機）×2（適合／不適合延伸與授權之產品類別）×2（品牌延伸／品牌授權）的實驗設計，將研究情境分為12組，分組探討新產品的評估及對原品牌權益之影響，並比較採用品牌延伸與品牌授權時，消費者對延伸與授權產品的評估是否有差異，以及採用品牌延伸與品牌授權對原品牌權益之影響是否有差異。

　　研究結果發現：第一，當消費者對原品牌的認知與評價愈高、產品特徵相似性愈高、品牌概念一致性愈高、製造商技術移轉能力愈強／被授權廠商之產銷能力愈強、延伸／授權產品知識愈缺乏時，消費者對延伸／授權產品有較正面的評估。第二，消費者對延伸與授權產品的接受程度會影響其對原品牌的評價，兩者具正向關係。第三，消費者對延伸產品與授權產品的評估，兩者無顯著差異。第四，消費者對新產品的接受程度對原品牌權益的影響，不會因為採用延伸或授權而有所差異。

　　由研究結果可知，採用品牌延伸與品牌授權策略，消費者對新產品的評估及對原品牌權益的影響並無顯著差異，因此知名品牌的廠商在利用該品牌的品牌權益時，只需以品牌擁有者的角度，選擇總成本最低與效益較高的策略即可。此外，在推出新產品時，要盡量選擇產品特徵相似性高、品牌概念一致性高、目標顧客缺乏主觀產品知識的產品類別，且廠商有能力產銷該產品，才能獲得品牌延伸或品牌授權極大化之原品牌權益。

第一章 緒論 1

第一節 研究動機 1

第二節 研究目的 3

第三節 研究流程 4

第二章 文獻探討 6

第一節 品牌權益 6

第二節 品牌授權 10

第三節 品牌延伸 15

第四節 由消費者角度探討品牌延伸的評估 25

第五節 品牌授權與品牌延伸的比較 41

第六節 來源國形象 45

第三章 研究方法 49

第一節 一般化模型的建立 49

第二節 研究架構 51

第三節 研究假設 53

第四節 研究設計 57

第五節 各項變數的定義與衡量 62

第六節 問卷設計與抽樣方法 65

第七節 資料分析方法 68

第四章 研究結果 69

第一節 樣本結構 69

第二節 信度與效度分析 72

第三節 品牌延伸之分析 75

第四節 品牌授權之分析 97

第五節 品牌延伸與品牌授權之比較 119

第五章 結論與建議 129

第一節 研究結論與討論 129

第二節 研究貢獻 142

第三節 研究限制 147

第四節 後續研究方向 148

參考文獻 150

中文文獻 150

英文文獻 151

附錄 158

附錄一：產品知識與涉入程度之相關分析 158

附錄二：預試問卷 160

附錄三：正式問卷 162

附錄四：延伸與授權的合併分析 171

附錄五：相關係數表 175

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