企業將既有且成功的品牌延伸(brand extension)推出新產品，是滿足市場與顧客的需求 的策略之一。過往研究關於消費者對於延伸品牌或產品的評價或態度對既有品牌的回饋 效果(reciprocal effects)尚無定論，故本研究欲探討消費者的知覺契合度(perceived fit) 與品牌回饋效果是否會受品牌體驗(brand experience)與知覺價值(perceived value)所 中介。透過發放網路問卷給知悉品牌延伸意涵且了解或體驗過任一延伸品牌之消費者為 研究對象，共回收 406 份有效問卷，以 SPSS 與 AMOS 作為統計分析與研究假說檢定工 具。研究結果發現知覺契合度與品牌回饋效果具有顯著正向關係，且品牌體驗與知覺價 值兩者具有序列中介效果。雖然知覺價值會中介知覺契合度與品牌回饋效果，但品牌體 驗與品牌回饋效果則不具有顯著正向關係。;Brand extension is one of the strategies an enterprise may use to put an existing and successful brand into new products to satisfy market and consumer needs. As prior research did not come to consensus regarding to the reciprocal effects of consumers’ evaluation or attitude toward brand extension on existing brand or products, the present study hypothesized perceived fit of brand extension as a possible contributor. Furthermore, it is hypothesized that brand experience and perceived value may mediate such mechanism. Using online questionnaires distributed to consumers who are aware of brand extension and with prior experience, a total of 406 valid questionnaires were analyzed using SPSS and AMOS for statistical analysis and hypotheses testing. Results show significant positive relationship between perceived fit and reciprocal effects, with serial mediation by brand experience and perceived value. Although perceived value alone is found to mediate the relationship between perceived fit and reciprocal effects, brand experience alone is not.
