品牌延伸已成為大多數企業推出新產品的重要策略，其利用公司過往在市
場中所建立的品牌資產，以提升消費者對於延伸產品之接受度並降低新產品導入之風險。而不同之品牌架構與延伸策略各有優點與風險，要如何選擇品牌策略以獲得消費者青睞?而哪些因素會影響消費者對於品牌延伸的評價?皆是企業所需關注的重要議題。
本研究在文獻回顧中探討多個影響品牌延伸成功的因素，而實驗變數選擇 聚焦於消費者層面之差異-內隱理論之心態取向對於不同延伸策略之品牌延伸評 價的影響，並進一步探討高階或平價定位之品牌企業是否會產生不同之交互作 用。此外，本研究參考過往之內隱理論研究，嘗試透過操縱方法將消費者誘導 至不同心態，以確認消費者心態之可塑性。因此本研究以 2(定型心態及成長 心態)x2(單品牌策略及多品牌策略)x2(高階定位及平價定位)進行實驗設 計，探討三個變數對於品牌延伸評價之影響，其中包含對品牌的態度、信任程 度、感知質量以及品牌延伸契合度的看法，期望為企業品牌延伸與策略管理提供新的視角。
最終本研究在假設推論中獲得部分驗證:定型心態消費者對於多品牌策略 之延伸評價較高、成長心態消費者則可能對於單品牌策略表現出相關偏好。品 牌定位與消費者心態之交互作用較小，較適合作為一個獨立的變數進行品牌策 略的研究。而本研究心態操縱的成功則證明了消費者心態之可塑性，提供管理 者一個新的可控變數，有助于增加品牌延伸成功的機率。

Brand extensions have become an important strategy for most companies to launch new products. They use the brand equity that companies have built in the market to enhance consumer acceptance of the extended products and reduce the risk of new product introduction. Different brand structures and extension strategies have their own advantages and risks, how to choose a brand strategy to gain consumers' favor? What factors will affect consumers' evaluation of brand extensions？both are important issues that companies need to pay attention to.
In this study, we explore several factors that influence the success of brand extensions in the literature review and focus on the impact of consumer-level differences - the implicit theory of mind orientation on the evaluation of brand extensions with different extension strategies, and further investigate whether there are different interactions between companies with high-end or affordable positioning. In addition, this study makes reference to previous research on implicit theory and attempts to induce consumers to different mindsets through manipulation methods in order to confirm the plasticity of consumer mindsets. Therefore, this study uses 2 (fixed mindset and growth mindset) x 2 (single-brand strategy and multi-brand strategy) x 2 (high-end positioning and affordable positioning) to investigate the effects of three variables on the evaluation of brand extension, including attitude, trust, perceived quality, and brand extension fit, in the hope of providing new perspectives for brand extension and strategy management.
In the end, the study was partially validated by hypothesis inference: fixed mindset consumers have higher evaluations of multi-brand strategy extensions, while growth-minded consumers may show a preference for single-brand strategy, and the interaction between brand positioning and consumer mindset is smaller, making it more suitable for brand strategy research as an independent variable. The success of this study's mindset manipulation demonstrates the plasticity of consumer mindset, providing managers with a new controllable variable that can help improve the probability of successful brand extensions.

第一章 緒論............................1
第一節 研究背景與動機.........1
第二節 研究目的...................3
第三節 研究流程...................3
第二章 文獻探討....................5
第一節 品牌延伸...................5
第二節 品牌架構...................11
第三節 內隱理論...................13
第四節 研究推論...................20
第三章 研究方法....................23
第一節 研究架構...................23
第二節 研究變數定義及衡量..24
第三節 實驗設計...................25
第四章 研究結果....................31
第一節 信度分析...................31
第二節 正式問卷結果............31
第五章 研究結果....................43
第一節 研究結果與討論.........43
第二節 行銷意涵與建議.........45
第三節 研究限制與未來建議..46
參考文獻.................................48
附 錄.......................................51
前測問卷1 : 定型⼼態操縱問卷 51
前測問卷2 : 成⾧⼼態操縱問卷 53
正式問卷1 : 定型⼼態*⾼階品牌＊多品牌策略 55
正式問卷２: 成⾧⼼態*⾼階品牌＊多品牌策略 60
正式問卷3 : 定型⼼態*⾼階品牌＊單品牌策略 65
正式問卷4 : 成⾧⼼態*⾼階品牌＊單品牌策略 70
正式問卷5 : 定型⼼態*平價品牌＊多品牌策略 75
正式問卷6 : 成⾧⼼態*平價品牌＊多品牌策略 80
正式問卷7 : 定型⼼態*平價品牌＊單品牌策略 85
正式問卷8 : 成⾧⼼態*平價品牌＊單品牌策略 90

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