本研究目的主要在探討品牌延伸契合度與品牌評估之關係，並進一步探討消費者認知需求是否會干擾其變數間的關係。
研究程序共分為AB問卷兩大部分，以激安日式酒屋消費者進行問卷之發放。A卷主要目的在篩選延伸相似度高之產品問項，回收有效樣本為221份。B問卷以延伸相似度低之產品問項，回收有效樣本為238份。
研究結果顯示，延伸相似度會正向地影響消費者對延伸產品的知覺品質與延伸產品態度，表示母品牌與延伸產品類別的相似度愈高時，消費者愈容易產生正向的品牌評估。換言之，企業採取高契合度產品品牌延伸之策略，能夠提高競爭優勢以及為企業帶來效益；此外本研究另加入消費者認知作為干擾變數；而研究結果顯示，消費者認知對品牌延伸契合度與品牌評估干擾效果並不顯著。本研究討論理論及實務上之意涵，並對未來研究提出建議。
The purpose of this study is to explore the relationship between brand extension and brand evaluation, and further explore whether consumers' cognition will moderate with the relationship between two variables.
The results of the study show that extension fit positively influences consumers' perceived quality of extended products and extended product attitudes. The higher the degree of similarity between parent brands and extended product categories, the more likely consumers are to produce positive brand evaluation. In other words, companies adopt a strategy of high-end product brand extension, which can improve their competitive advantage and bring benefits to the company. In addition; the results also show that the consumer cognition will not play an moderate variable between brand extension fit and brand evaluation.
