本研究將品牌聯想分為組織聯想與產品聯想，其中組織聯想的內涵為公司能力聯想與公司社會責任的聯想，產品聯想的內涵則為功能性聯想與非功能性聯想，研究目的主要在探討品牌聯想內涵對品牌權益的影響，組織聯想與產品聯想所形成的雙重聯想相對於單一聯想是否能提昇品牌權益，以及不佳組織聯想內涵的品牌是否能經由其他聯想內涵來改善品牌權益。為解答上述研究目的，本研究共進行三個實驗，以文字操弄各品牌聯想內涵，受測產品為虛擬品牌AST機車，受測對象為大學生，採便利抽樣，有效回收問卷為503份。實驗結果顯示，不同的品牌聯想內涵對品牌權益的建立皆具有顯著的影響效果，不過，組織聯想與產品聯想對品牌權益的影響卻是具有顯著差異。再者適當的雙重聯想搭配對品牌權益才有助益，反之則對品牌權益有害。品牌聯想內涵皆有助於改善不佳組織聯想者的品牌權益，其中以產品功能性聯想的助益最大。

The brand association is divided into organizational association and product association. The components of organizational association include company capability and social responsibility associations, and the components of product association include functional and nonfunctional associations. The purposes of this study attempt to explore (1) the impact of each brand association component on building brand equity, (2) the different effect on brand equity building between single association and double association, (3) whether the equity level of brands with bad organizational association can be improved through other components of brand association. Three experimental designs were used to answer above research questions. Fictitious brand name AST motorcycle and word statement were manipulated for each component of brand association. Undergraduate students are recruited as research subject via convenience sampling, result to 503 effective samples. The results indicate that the different components of brand association have significant impact on building brand equity. However, the impact on brand equity between organizational association and product association has significant difference. In addition, the appropriate double association will facilitate the brand equity building, but the brand equity will be diluted if its double association is not proper. Finally, the equity of those brands with bad organizational association can be improved via other components of brand association, particularly from product functional association.