本研究主要目的在於探討消費者的理性購買特質對品牌契合度與聯合品牌態度關係之干擾效果。採用實驗法，以虛擬的鮮果汁運動飲料作為聯合品牌產品，研究程序分為預試和主研究兩階段，預試目的在於篩選出主研究所需之6個母品牌(3個鮮果汁品牌及3個運動飲料品牌以組成聯合品牌)，預試回收有效樣本為40人。正式實驗階段時，以虛擬情境來操弄自變數，採用3(鮮果汁品牌)×3(運動飲料品牌)的組間因子設計，共計9種實驗方格，每一實驗方格樣本數40人，回收有效樣本349人。研究結果顯示，(1)品牌契合度正向影響聯合品牌態度；(2)低度理性購買特質者相對於高度理性購買特質者而言，品牌契合度更能正向影響聯合品牌態度。本研究討論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 effect of consum-ers’ public-consciousness trait on the relationship between the brand fit and attitude toward the co-brand. The study used the experiment design including a pretest and final experiment, and fictitious sports drink of fresh juice as the co-branded prod-uct. The purpose of pretest is to select 6 core brands (3 fresh juice brands and 3 sports drink brands). The usable samples for the pretest consisted of 40 participants. The final experiment design used descriptive paragraphs stating the fictitious situa-tion. The experiment was 3 (fresh juice brands) ×3 (sports drink brands) be-tween-subjects factor design. Each experimental treatment of between-subjects factor design was assigned to 40 college students. The data were provided by 349 students. The results reveals that (1) The brand fit positively affected attitude to-ward the co-brand；(2) For consumers with lower rational purchase in contrast to those with higher rational purchase, the positive effect of the brand fit on attitude toward the co-brand is stronger. This study discusses the implication for the theory and practices, and suggestions for the future study.
