品牌延伸是企業常見的行銷策略，組織經常透過品牌延伸策略試圖達到品牌聯想，進而提升品牌形象與價值。過去的文獻結果發現，延伸適配度為品牌延伸的重要因素，低適配度的產品延伸將降低消費者對該品牌的形象與價值，在高適配度以及延伸態度為正向時，隨之可增加品牌形象。然而，品牌延伸包含產品延伸以及服務延伸，過去品牌延伸相關文獻，多以「產品」的延伸作為實驗的依據，本研究欲假設在「服務」延伸的策略下，結果將與產品延伸有所不同，其中，感知新鮮感成為適配度與品牌形象的中介因素，而產品類別亦是適配度高低對新鮮感以及品牌形象的重要因子。本研究欲了解在不同品牌之產品類別(搜尋品及信任品)的調節作用下，是否會影響服務延伸適配度以及感知新鮮感和品牌形象之間的關係。本研究分為兩部分，前測為測試搜尋品、經驗品以及信任品品牌發展高、中、低適配度的差異顯著性測試，總研究將前測之分析結果選出搜尋品二間品牌以及經驗品一間品牌作為感知新鮮感以及品牌形象的測量，共收回331份有效問卷。根據研究結果，搜尋品對消費者而言掌握度較高，對於服務多元性的接受度亦較高，因此低和中適配度延伸新鮮感相對較高，然而，服務仍須以消費者需求出發，因此在品牌形象上，低和高適配度之品牌形象反而較高。另一方面，消費者對經驗品之掌握度較低，因此無論是感知新鮮感及品牌形象，皆為高和中適配度為較高。此外，本研究亦驗證感知新鮮感在延伸適配度以及品牌形象之正向中介效果。本研究提供企業管理人員一個檢視自我品牌類型在不同適配度服務延伸的品牌形象影響。亦在此策略中發現感知新鮮感是影響品牌形象的重要因素，給予後續研究做實務上的驗證。

Brand extension is a common marketing strategy. Organizations try to improve their brand association by brand extension strategy to eventually increase the brand image and value. According to past research, extension fit is a critical factor of brand extension. The low fit will reduce perceived brand image and value; the high fit and positive extension attitude will increase brand image. However, brand extension includes product extension and service extension. Past research mostly focuses on product extension, whereas only limited empirical evidence can support the effect of service extension. This study assumed that there will be different results in the situation of “service” extension. In the pretest, we tested the significant differences of ten brands including search, experience and credence product brand. We use the result of pretest to measure the three chosen brands, and tested the effects of perceived novelty and brand image. In the main study, a total of 331 valid samples was collected. Our empirical result shows that perceived novelty and product type become important factors between service extension fit and brand image. Moreover, in the search product brand, the low and the mid fit are relatively higher in perceived novelty, however, the high and the mid fit are higher than the low fit in brand image. In the experience product brand, the high and the mid fit are higher than the low fit both in perceived novelty and brand image. This study provides practitioners methods to measure the product type of their brands. If they develop service extension, different degree of extension fit will affect customers’ perceived novelty and brand image. In addition, when managers want to measure the product type of their brands and develop service extension, different degree of extension fit will affect customers perceived novelty and brand image.

第一章 緒論-------------------------------------------- 1
第一節 研究背景與動機----------------------------------- 1
第二節 研究目的與問題----------------------------------- 4
第三節 研究貢獻----------------------------------------- 5
第二章 文獻探討與假設推論-------------------------------- 6
第一節 服務延伸----------------------------------------- 6
第二節 服務延伸、產品類別對感知新鮮感之影響---------------- 7
第三節 品牌延伸、產品類別對品牌形象之影響------------------ 9
第四節 品牌延伸、產品類別、感知新鮮感與品牌形象之影響------- 10
第五節 研究架構----------------------------------------- 11
第三章 前測--------------------------------------------- 12
第一節 前測目的及實驗範圍-------------------------------- 12
第二節 受試者對象及流程---------------------------------- 13
第三節 前測資料分析-------------------------------------- 16
第四章 總研究------------------------------------------- 24
第一節 研究目的及實驗範圍-------------------------------- 24
第二節 受試者對象及流程---------------------------------- 24
第三節 總研究資料分析------------------------------------ 30
第五章 研究結論與討論------------------------------------ 52
第一節 研究結論----------------------------------------- 52
第二節 研究貢獻及管理意涵-------------------------------- 55
第三節 研究限制與未來研究-------------------------------- 56
附錄--------------------------------------------------- 57
參考文獻------------------------------------------------ 60

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